Effective Copywriting for Real Estate
So you sit at your desk, scratch your head for ideas that may be refreshing and accurately reflect your vendor’s property but yet words fail you. Pull out that old advert from a previous property and rewrite from that but you know that doesn’t do your vendor’s pride and joy the justice it deserves.
The real estate industry requires a special brand of copywriting all its own. After all, we’re talking about the biggest investment of your client’s lifetime. It only makes sense that we want to list every single reason to choose your particular real estate company over the rest. We also want to take great care in pointing out the many selling points of specific property as well.
However, what most new real estate professionals may not realise going into the copywriting and advertising game, is that they are restricted in their communication. For example, did you know that when writing copy for a home listing, you’re not really permitted to suggest that a 4-bedroom home might be “perfect for your family?” Or, that a 2-bedroom home is “ideal for couples” This falls under the category of being discriminatory in your copywriting but is too often breached.
Naturally, this will cause you to feel creatively limited in your advertising. A copywriting professional can be a handy source of inspiration and spare that blank look each time you need to write the next advertisement.
The great news about copywriting for real estate is that there are endless topics people want to know more about, and endless angles you can take when writing articles and information products, especially in your newsletter articles.
If you’re one of the many people who despise copywriting in any form, your job is simple; hire someone else to do it.
But if you love doing your own copywriting, then here’s some advice: Hit their emotions. Find out what they desire and write in such a way that it grabs them and hits them in the heart. Put yourself in their shoes at all times. When you write something, clear your head and pretend you are your prospect. Read the piece to yourself and see if it hits you, if it grabs you or if you throw it away and keep walking. Always be thinking like your prospect and write ABOUT them and not TO them. Relate to them, on a personal and emotional level.
I strongly endorse writing about the BENEFITS and not so much the FEATURES. They can see it has 4 bedrooms but can they feel the serenity?
Ensure you have HEADLINES that capture their attention, you include BENEFITS that create the desire, and a CALL TO ACTION to stimulate an inquiry; after all, that is the ultimate goal, isn’t it?