Create High-Return Real Estate Advertising Copy: Write Property Advertisements That Bring In Buyers

Everybody acknowledges there is an art to writing good advertising copy. Unfortunately, when it comes to writing property advertisements this art is too often overlooked. A quick scan of the property marketing section of the local paper reveals spelling mistakes, ambiguity, exaggeration and bland, unoriginal text.

However in the current real estate sales climate, sellers need to make sure every single word counts in order to market their property effectively for a timely sale and first-class real estate advertising text combined with professional property photography is the key to doing just that.

Sellers should not rely on real estate agents to provide the copywriting for property advertisements - salespeople may have the 'gift of the gab' but they don't always know how to write strong advertising copy.

Strategic Property Copywriting

Similar to writing any marketing copy, writing real estate advertising text starts by getting into the buyer's headspace.

• Make a list of the most probable buyers for the property (Who are they?)
• Write down why these buyers are considered most suitable (What do they want?)
• Identify the property features that will appeal most to them (How does the property provide for them?)

For example, if the property is an inner city townhouse suited to young professionals, key points may be proximity to the CBD, off-street parking and capital gain opportunities. However, if retirees are ideal buyers, security, ground floor location and proximity to parks may be more significant factors. The list of features resulting from this short brainstorming exercise should be the key points highlighted in the real estate copywriting. Generic features such as the number of bedrooms and bathrooms should not be first on the list, they can fill out the rest of the advertising copy. Check out https://www.trendrealtyusa.com/ to get an idea.

Tailored Real Estate Marketing Text

The next step is to devise reader-friendly property copy that will both highlight the features and appeal to the buyer market. First and foremost, real estate advertising text should be considered an 'appetiser' for the buyer - short and snappy - don't try to list every possible attribute of the property. Less is more can be an important motto in real estate copywriting.

Six to eight lines is an ideal size for most property advertisements, leaving plenty of room for strong real estate photography to complement the text. Try a mix of succinct bullet points listing the key areas of appeal or a short paragraph outlining one feature per sentence. Similarly, avoid too many adjectives, as savvy buyers will recognize this as a ploy and will appreciate solid information more.

Also, just because the buyer has been identified doesn't mean they necessarily need to be 'named' in the property advertising copy. For example, 'Secure ground-floor townhouse in lifestyle location' is more informative than 'Secure townhouse ideal for retirees' and avoids alienating the younger buyers who may be seeking similar features. Last but by no means least, get someone else to double check all spelling, dimensions and grammar before publishing it.

Targeted advertising text of this sort ensures the potential buyers showing up to for inspections are more likely to be impressed by the property and better qualified buyers equals a faster sale. Even, if they don't sign a contract, they may mention it to friends who will.