As a property owner it’s important that your property listings stand out.
Here’s how to use our copywriting service to help you sell or rent your home to attract more buyers or renters.
40,000 homes were sold in the UK in 2023 and 6.5 million in the US PLUS Countless properties throughout the world!
With those figures anticipated to increase year by year, as a Seller/Renter, you want a slice of the action! But with so much competition, it’s hard to make your properties stand out.
This is where our professional copywriting service offer comes into play, plus our video, website, booking & management additional services.
Words can make a huge difference to your property listing copy, taking potential homes from average to amazing. When a buyer/Renter is scrolling through endless listings, it’s easy for them to burn out especially if those listings all start to sound the same. Good property copywriting will elevate your listings above the rest and give your properties the personality they need to sell or rent.
What is Property Copywriting? Property copywriting is essentially any writing involved in selling properties. It includes headlines, advertising copy, About You page, and property descriptions, all of which have the potential to pique the interest of a buyer or to turn them off.
Copywriting skills can be hugely beneficial for owners who are selling or renting to know how to speak to homeowners and buyers in a way that resonates with them to drive sales and rentals to their property. It might sound simple: surely, property copywriting just involves listing all the amazing features of a house - that’s what people want to know, right? Yes, but this is only a part of it.
Buying a home is an emotional decision (and a big one). Buyers need reassurance that they’re making the right decision, which takes a lot more than listing out the square footage of a property and its location. Renting your property is just as important as there is a lot of competition in this market so the Renter needs to draw clients to their property by professional and enticing description. If you read a lot of general property description, you start to notice that a lot of it follows a similar pattern.
It: • States the features of a house in a dry list
• Includes boring text and vague sentences that don’t really tell a potential buyer much at all
• Doesn’t ignite the imagination and paint a picture of a property
• Doesn’t tell a story or create a narrative
• Doesn’t incorporate words that are geared towards sales
Creating property copy will increase the chances of your properties getting seen and getting viewings and indeed “on-line rentals”
How we write Property ads that capture and convert: There are two main elements that make up a real estate ad
1. The headline: This is the first thing potential buyers/renters will see when they come across your ad. It’s usually the determining factor between them choosing to click through on your ad or skipping past it completely. If your headline doesn’t do its job, the rest of your listing will go unseen.
2. The body copy: This is your chance to share a bit more about the property and add any extra selling points. Getting the copy correct here will help strengthen your headline and give buyers and renters further information to see if the listing is a good fit for them.
Your property listings are basically like your shop front. They have to do all the heavy lifting, particularly if you’re sharing them on aggregate sites with tons of other listings all clamouring for attention. However, your property listing could be the most beautifully written piece of copy in the world, but if your headline doesn’t encourage buyers/renters to click-through in the first place, it’s going to go unread. It’s no surprise then, that your headline is one of the most important parts of a property listing.
If you can provide enough information to pique the curiosity of buyers, they’re more likely to click through to the listing, and then you can wow them with your amazing copy. So how can you we make sure your headlines hit the mark?
1. Put the client first: Remember who you’re talking to. A lot of sellers/renters get technical with listings on their listing, almost like they’re trying to impress others rather than the general public. When we put your target audience first, you’re able to imagine the kinds of things they want to learn about a property. WE Think about and practice:
• What’s in it for them?
• How do you want clients to feel when they read your headline?
• What pain points do they have?
For example, your property might have a lot of land but what does that mean for the client? For the buyer it might mean that there’s renovation potential or the opportunity to build other properties on-site.
For the Renter I will indicate “Space”
2. We get inspiration from other listings: Not all property listings are bad. In fact, there are a few gems out there that can act as high-quality inspiration. We browse through aggregate sites or your competitor’s list of latest properties, keep an eye out for listings that are well-written and stand out from the others and integrate them in our presentation Maybe they go into detail about the benefits of a property rather than just its features, or maybe they weave a narrative around the history of the property instead of just listing the amenities in a bullet point format.
3. Tell a story: All properties have a history, even those that have just been built. But more than diving into the story around the building, we think about weaving a narrative that gets clients excited about living or renting there. For example, you can paint a picture of what a sunny Sunday might look like, or highlight how cosy winter evenings will be with the grand open fireplace. We use your words to tell them what life could be like if they buy or rent that property. Tapping into their future will help them paint a picture of a property and become emotionally attached to it rather than simply being a list of features and measurements.
4. Focus on price: Let’s face it, the price is one of the most important factors when buying or renting a property. If something is out of budget, it’s just not a viable option, which is why being upfront about the price in the headline will work wonders.
We Make your headline price-focused which doesn’t mean just jotting down the cost. It could mean stating that it’s a cheap property for the area, or that its listing price is lower than the appraisal price. Anything that makes potential clients feel like they’re getting more for their money is a winner.
5. Be descriptive: The mistake a lot of property owners make with their listings is simply using them as exactly that; lists.
They bullet out the main features of a house without going into much more detail. While this gives potential home buyers/renters a good idea of what the house might offer, it doesn’t really make it special.
We are descriptive in our copy, The easiest way to do this is to make sure we touch on the benefits of the property rather than the features. Yes, it’s nice that the property has a private garden, but use descriptive copy to bring it to life in a client’s mind.
We describe what it looks like and describe the benefits of having this private garden. You might mention the possible BBQs in summers, or the potential to landscape it and create hidden spaces.
What do I do to utilise this service?
All you need to do is make contact with us, agree the bespoke service you require. Then email photos across to us with a bullet point description, we will then work on it and maybe ask you extra questions which are not clear.
We will then send you a PDF draft for you to approve. After your approval & payment in full, we will send you the full listing, video etc to list the property on any site of your liking. We can also market your property to our extensive, global database!
