15 Ways To Improve Your Real Estate Copywriting

Real estate copywriting can be a tough gig, especially if you’re trying to write about homes for sale in the middle of a housing crisis. People are stressed out about their finances and worried about getting the best deal for their money. 

If your writing doesn’t come across as genuine, people will notice. And then they’ll move on to the next listing that sounds more appealing and not even realizes you’re the one who wrote both listings.

Real Estate Copywriting & How to Choose a Niche w Phil Balliet
1. Craft compelling property descriptions.
2. Use persuasive language to engage readers.
3. Create attention-grabbing headlines.
4. Highlight unique selling points of properties.
5. Incorporate emotive storytelling for impact.
6. Focus on benefits to resonate with potential buyers.
7. Address potential client concerns within the copy.
8. Maintain a professional yet approachable tone.
9. Use descriptive imagery to paint a vivid picture.
10. Utilize storytelling to form an emotional connection.
11. Provide specific details about properties.
12. Address pain points and offer solutions.
13. Incorporate visual elements for visual appeal.
14. Use unique angles to make your copy stand out.
15. Deliver clear and concise messaging.

You Don’t Have To Follow Every Rule, Or Even Any Rule

It’s important to remember that you don’t have to follow every rule or even any rule. It’s okay to use an exclamation mark once in a while. You can throw in an emoji now and then if you want! Don’t be afraid of breaking the rules when it comes down to it, after all, these suggestions are just suggestions.

Your copywriting should be natural, not forced or stiff. Talk like you’re talking to a friend who knows nothing about real estate and cares even less about learning about it (and maybe doesn’t even care about getting their next home). 

Your goal here is for this person who doesn’t care about what they’re reading (or buying) from you at all.

Feel like they’ve made the right choice by choosing your listing over another one because of how much fun they had reading through your listing copy and taking notes on their phone regarding things they loved most about this place before making an offer on it without ever having met with anyone face-to-face yet!

Understanding the foundation is crucial when delving into real estate writing. Learn about the basics of real estate writing to build a strong framework for your copy.

Don’t Worry About Using Too Many Exclamation Marks

Exclamation marks are not just for text messages. They should be used sparingly, but also with purpose.

In this case, the exclamation mark is used to show excitement or surprise in your writing. It’s like saying “hey, look at this thing I’m telling you about.” 

In other words, it gives your reader an extra level of context to help them understand what you’re trying to say and why it matters so much. That’s why it’s so important that the exclamation mark is placed in such a way as to indicate its meaning without any misdirection or confusion so don’t use too many!

Don’t Worry About Using Too Many Emojis 

Emojis are fun, lighthearted, and popular with younger people. They are also not just for texting. Emojis can be used to help express yourself or to add impact to your writing.

Let’s look at an example: A potential buyer may not want a house that has been treated with pesticides, especially if they have kids or pets who spend time in the yard. 

Using an emoji of a ladybug is a great way of expressing this point without making it seem like you’re labeling someone as “green” or “environmentally friendly,” which might turn some buyers away from your listing (or at least make them wonder why you’re bringing up such a controversial topic).

Crafting an engaging agent bio can make a significant impact on your real estate branding. Discover the essential 7 steps for writing a better real estate agent bio to capture attention effectively.

Talk Like You’re Talking To A Friend

  • Write like you talk.
  • Use contractions, slang, and conversational language.
  • Keep sentences short and paragraphs short (3–5 sentences per paragraph).
  • Don’t use big words or jargon that only you understand.

Make The Description About The Property, Not The Agent

Don’t talk about yourself too much. When writing for an agent, it’s important not to turn your listings into a vehicle for self-promotion. Focusing on how great the client is or how amazing their services are can cause buyers to see you as pushy, and they may be less likely to want to work with you in the future.

Don’t use “we” when describing the listing. It’s tempting when writing descriptions of homes that aren’t yours (but are currently listed by someone else) to use “we” instead of “he/she” or “I” because it feels like a more natural way of communicating when there’s another person involved in what you’re writing about.

But doing so makes people feel like they’re being talked down upon by an authority figure who doesn’t have their best interests at heart.

Don’t use terms like “my client” or “our clients’ home.” The fact that this person has chosen you specifically as their representative should be enough for them; no one wants their real estate agent talking about themselves in such terms because it makes the client feel unimportant and replaceable.

If Your Email Is Filled With Errors, You Will Lose Business

As a real estate copywriter, you understand the importance of good grammar, spelling, and punctuation. You also know that using correct capitalization is critical. And yet, if your email is filled with errors, you will lose business!

The same goes for your subject line: If it’s filled with simple mistakes like “Hi there!” or “How are you?” instead of “Hello,” then customers are more likely to delete your message without reading it because they don’t want to waste their time on poorly written emails.

Here are some other common mistakes that can make all the difference between getting or losing an agent or seller as a client:

Using incorrect capitalization (e.g., Mr. Smith) versus proper capitalization (Mr. Smith).

Not using periods when ending sentences in certain cases (e.g., ‘Give me details.’ vs ‘Give me details.’).

Using incorrect punctuation marks within quotes (e.g., “I was told my listing would go live next week” versus “I was told my listing would go live next week”).

A captivating headline can draw readers into your real estate blog. Explore how to use the only words you need to write a great headline for your real estate blog and master the art of grabbing attention.

Be Humorous, But Don’t Try Too Hard

Humor is a tried and true tool for marketing, but it’s also one of the most difficult to pull off. Humor can be hit or miss, and when it’s not on point, your audience will feel alienated instead of entertained. 

At its core, humor is about breaking down social boundaries by saying the things that we don’t say in polite company and while this can create an immediate connection with a reader, it’s important not to go too far with this concept. You’re not trying to shock people; you’re trying to make them laugh.

That said: don’t be afraid of being funny in your copywriting! If something comes naturally in conversation or feels relevant to the topic at hand, then go ahead and write it down as though you are speaking directly with your client or customer over coffee (but maybe don’t include any jokes about coffee). 

Your goal should be naturalism above all else if a joke feels forced or out of place within the context of your copywriting project, leave it out altogether.

Write Short Paragraphs Of 8-10 Sentences

The average person’s attention span is 90 seconds, so you need to make sure that your content is geared toward the reader. A long-form copy can be difficult for readers to digest and downright confusing if it’s not put together properly.

Short paragraphs are easier to read because they’re easy on the eyes and don’t require much effort from your audience. Short paragraphs also make it easier for people to share your content, which means more exposure for you!

With all these benefits in mind, it becomes clear why short paragraphs should be part of every real estate agent’s game plan for improving their copywriting skills:

Show Empathy And Relate To Your Audience’s Pain Points

When you write copy, it’s not enough to simply tell your readers what they need to do; you also need to show them why it’ll benefit them. As copywriter John Forde said in an interview with Copyblogger: 

If someone is going through a problem and they don’t know how it works or what they’re doing wrong, then all of a sudden now I’m their friend.” 

So as a real estate writer, if you can put yourself in the shoes of your reader whether that means relating directly with experiences from your own life or referencing ones from the market at large you’ll be able to better communicate with them, helping them understand why buying this property is important for their future goals.

Keep Your Audience In Mind As You Write

The tone of your copy is one of the most important elements you can use to engage with your audience. Think about how you would feel if someone was speaking to you in a tone that is too formal, too casual, or not appropriate for the situation at hand. Would this make you want to listen? If so then keep doing it!

However if not then change things up and try something different (but make sure it’s still authentic).

When thinking about your tone it’s always best to ask yourself: “What would I say if I could only speak one word?”

Everyone Loves Free Ideas, So Give As Many Of Them As You Can

To get the most out of your copywriting, you want to give as many ideas as possible. That’s why it’s important to be creative and generous when sharing your strategies with others.

It also helps if you make sure that these ideas are easy for readers to understand and implement. That way, they can start seeing results sooner than later!

Have Someone Proofread Your Work

Once you’ve finished writing your real estate copy, it’s time to proofread. This is one of the most important parts of a good writing process and can make or break your copy. You must use all the tools in your arsenal to find any errors.

Here are some tips for improving your proofreading:

Proofread yourself after you finish writing your content and before sending it off for editing or publishing online (or printing). You may be too close to see mistakes or typos, so use a spellchecker and grammar checker if possible. If not, try reading aloud to catch misused words or phrases with awkward phrasing.

Ask someone else who knows English well enough to help with technical terms that aren’t familiar with yet especially if they’re related specifically to real estate terminology! 

They can also provide another set of eyes looking at things from an outsider’s perspective rather than just yours alone while still understanding what needs work before publication takes place later down the line (in other words: don’t forget these people exist!).

Embarking on a journey as a real estate writer requires preparation and insights. Get ready with our guide to 15 things you need to know before getting started as a real estate writer for a successful writing career.

Don’t Use Cliches That Would Show Up On A Greeting Card

Clichés are boring, overused, and, worst of all, clichéd. They’re also annoying because they can make your reader feel like you didn’t put any thought into what you wrote. Here are some examples:

  • “If this were a bus ride I’d be getting off at the next stop!”
  • “I’m so glad to have found an agent who’s truly dedicated to my happiness!”
  • “The best part about working with [QUOTE NAME] was how quickly and efficiently he handled the transaction process from start to finish.”

Effective ads can enhance the impact of your real estate blog. Dive into the world of ad writing with tips on how to write a compelling ad for your real estate blog and understand its crucial role in engagement.


Now that you’ve read these 25 tips, what are you going to do with them? The best way to get started on improving your real estate copywriting skills is by reading through some property descriptions and looking out for any cliches. 

If you find one, replace it with something more original. You can also try writing a few short paragraphs and see what comes out of them. What do you think? Are there any other ways in which we could improve our writing style or our content? Let us know in the comments below! Happy Writing!

Further Reading

The Most Effective Real Estate Copywriting Techniques to Generate Leads: Discover advanced techniques to boost lead generation through real estate copywriting.

8 Copywriting Tips to Improve Your Real Estate Marketing: Enhance your real estate marketing strategy with these 8 valuable copywriting tips.

Real Estate Copywriting Tips: Explore a collection of useful tips for crafting effective real estate copy that resonates with your audience.


What are some key techniques for generating leads through real estate copywriting?

Effective real estate copywriting techniques for lead generation include crafting compelling property descriptions, using persuasive language, highlighting unique selling points, and employing emotive storytelling.

How can I improve my real estate marketing through copywriting?

You can enhance your real estate marketing by focusing on clarity, highlighting benefits, incorporating strong calls-to-action, and addressing potential client concerns within your copy.

What should I keep in mind while writing real estate copy?

When writing real estate copy, remember to stay focused on the target audience, create engaging headlines, utilize descriptive imagery, and maintain a professional yet approachable tone.

What role does storytelling play in real estate copywriting?

Storytelling in real estate copywriting helps create an emotional connection with potential buyers, making properties feel relatable and desirable. It adds depth and authenticity to your marketing efforts.

How can I make my real estate copy stand out?

To make your real estate copy stand out, use unique angles, focus on benefits and outcomes, provide specific details, address pain points, and incorporate visual elements to capture attention effectively.