Are You A Good Real Estate Copywriter?

If you are looking to grow your real estate business and sell more houses, then you need to write a good copy. A good copy will convince people to buy your listing. 

However, it can be hard to find the right words or know what makes a great headline. If this sounds like you, read on! We’ve put together this list of tips for writing effective real estate copy that will help you get more clients:

Real Estate Copywriting & How to Choose a Niche w Phil Balliet
Assess your ability to create persuasive property descriptions.
Understand the importance of conveying property value and unique features.
Evaluate your understanding of real estate terminology and market trends.
Recognize the role of emotional appeal in engaging potential buyers.
Continuously refine your copywriting skills to stand out in the industry.

Start With A Compelling Headline

The first thing your potential buyer will see is a headline. This is the one chance you have to grab their attention and make them want to read the rest of your listing. A good headline will draw them in, while a bad one will do nothing but cause them to scroll right past it.

You need a headline that is catchy, informative, and concise (no more than 50 characters). It should also give an idea of what they can expect from your listing: Will this property be cheap? Is this an investment opportunity? 

Are there any special features like updates or amenities? The more specific you can be in your descriptions here, the stronger they’ll be when it comes down to closing deals later on down in the listing itself which brings us back around full circle!

Crafting compelling real estate content requires a blend of creativity and strategy. Learn valuable insights from our guide on 12 Tips for Writing Successful Real Estate Content to capture your audience’s attention and drive engagement.

Make Your Headline Stand Out

Short: It’s easier for your customer to remember if it’s not too long.

Catchy: This is like the product name or slogan, but one that you make up yourself.

Relevant: Your headline should reflect what your customers are looking for.

Unique: A good real estate copywriter will try to create something that hasn’t been done before and have it relevant to the business itself. For example, if you’re selling a property in New York City, don’t use the same old clichéd phrases like “village life” or “city life.”

Instead use something more original like “village life in a city setting,” which would be marketing specific based on where you’re marketing your services from location-wise (like another state). The same applies when writing headlines as well; don’t just write simple ones such as “New York City Real Estate” because everyone else does that too! 

Stand out by using more unique ones such as “Village Life In A City Setting” instead so people know exactly what type of real estate agent they’re dealing with before even clicking through any links leading them back down onto those website pages. 

Again later on downstream somewhere else downstream elsewhere else across town over there somewhere close by nearby next door neighbors’ houses’ front lawns’ grass blades

Use Questions To Get Attention

Here are some ways you can use questions to get attention:

Use questions to stop the reader. If you’re writing for a website, make sure your copy is only so long. If it goes on and on, people will just scroll right past it. But if you write a short paragraph that ends with a question, they might stop and think about the question before moving on.

Use questions to get them thinking about their situation. This is particularly effective if they have something in common with you (e.g., they live in your town), but can also be used when talking about any topic where there are many options available (e.g., buying real estate). 

For example: “If I were looking for an apartment in this city today “If I were considering buying my first home or “If I already owned real estate and wanted advice.

Real estate agents, your words can be a powerful tool to seal deals. Discover how to leverage effective writing techniques in our article on How to Score More Deals with Effective Writing and watch your success in the industry soar.

Use Numbers To Draw Attention

The first step in good real estate copywriting is to use numbers. You can use numbers to draw attention, show the benefits of your product or service and show how much money you can save your customers.

For example:

You could say: “People who buy from us make an average of $10,000 in savings”

This is more effective than saying: “We offer great deals for our customers” because it uses specific dollar amounts which will resonate with potential customers looking for significant savings on their next purchase.

Promote Something Free

One of the best ways to get more clients is by offering something free. If you don’t have any experience writing copy, how do you know what will work?

You can start with a free consultation or home evaluation. That way, people will get their questions answered and see that you have what it takes to help them sell their house. And once they’ve seen your work in action, there’s a good chance they’ll come back for more!

Put Things In Perspective Using Statistics

If you’re a real estate copywriter, you know that numbers are important. You need to show that your market is big. You need to show that your service area is huge. You want people to see how many homes you’ve sold and how much money you’ve made in the past year or two.

You do this by using statistics and facts in your writing, which helps build credibility and interest among readers who may not know anything about real estate but are looking for information on buying/selling a home without feeling like they’ll get ripped off by unsavory business practices (good luck).

Here’s an example: “We have sold over 1,000 homes in the last five years.” Or another way of saying it: “We have been successfully selling property at an average price of $250 per square foot.”

Explain The Benefits Of Your Service Or Product

What is it that you do? If you are writing a blog post, do you write about your product or service interestingly and engagingly? Are the benefits of the product or service clear and easy to understand?

If you are writing copy for an ad, have you made it easy for your reader to understand why they need this product or service? Do they know how it will help them solve their problem, improve their lives, and make them more attractive/sociable/interesting/successful/happy?

This should be a no-brainer: if your ad can’t answer these questions in less than 30 seconds (less than 15 if possible), then there’s something wrong!

Proactivity in real estate copywriting can make all the difference. Dive into our insights on Real Estate Copywriting and How to Do It in a Proactive Manner to learn how to create impactful content that resonates with your audience.

Tell Your Reader What They Stand To Lose If They Do Not Buy It Now!

The last step is to tell your reader what they stand to lose if they do not buy it now. If you have a service or product, explain how much time and money they could save by hiring you. If you are offering free advice, let them know how long their problem will be with their current situation before it gets worse.

For instance, if you are selling an ebook about how to make money from home as an online copywriter, say something like “Get my book for FREE today and learn everything I know about making money online!” You might also say: “Don’t waste your time reading this article – start making more money NOW!”

Use Comparisons To Show Advantages And Disadvantages

You can use comparisons to show the advantages and disadvantages of your product or service. For example, if you are selling a new type of car and want to show how it is better than other cars on the market, you can mention that it has lower emissions, gets better gas mileage, or has more horsepower.

You can also compare your product or service with other similar products or services from competitors: for example, if one competitor offers an extra-large size and another does not offer this size at all.

Offer Special Deals And Discounts To Customers Who Respond Quickly

When you’re selling real estate, it’s important to offer special deals and discounts to encourage buyers to act quickly. If someone buys your home, you’re going to want them to close on the property as soon as possible and that means getting in touch with their real estate agent ASAP.

If a buyer is interested in your listing, but they need more time before they can take action, here are some ways you can encourage them:

Offer incentives if they return to your website within 24 hours (such as a free bottle of wine or another similar item)

Offer incentives if they call you within 48 hours (such as $25 off the purchase price)

Offer incentives if they email you within 72 hours (such as $50 off)

Use Testimonials From Satisfied Clients to Build Credibility

A testimonial is any quote that supports your copy and can be used to demonstrate the value of your writing. Testimonials are a great way to increase credibility, as it gives readers an idea of how other people have responded to your words.

Testimonials are most effective when they come from someone who has experienced exactly what you’re promising:

If you’re promising a good night’s sleep, ask past clients who have had trouble sleeping what their experience was like.

If you’re selling a weight loss program, ask those who’ve lost weight how they felt after completing it. That’s why testimonials are so powerful—they show real results in real-time, making them much more compelling than just saying “This product/service works! Here are some things we think will happen to customers.”

Uncover the secret behind impactful real estate writing that engages and converts. Explore our article on The Secret of Good Real Estate Writing to enhance your writing skills and make your real estate content shine.

Avoid Jargon And Buzzwords

Buzzwords may be a great way to make your copy more engaging, but if you use them too much, they can become an annoyance for your readers. Buzzwords are words that are overused in certain industries or by certain types of people. 

They’re not necessarily bad words, but they tend to be used so much that they become less effective than other phrases that might describe the same thing. 

A good rule of thumb is to avoid any word that sounds like someone trying too hard to sound smart or sophisticated or just starts with “Big Data.” 

If there’s anything worse than hearing someone say “big data,” it’s seeing them write out “big data” on their company letterhead repeatedly as part of an effortless-sounding pitch for some kind of product or service (and then getting caught).

Be Confident In Your Business. Keep It Real

If you’re a good copywriter, you will be as confident in your business as an army of ants is about an anthill. You need to be confident that what you say can help people and make them feel better about themselves.

Be authentic. Be honest. Be real. Be credible. Be trustworthy. Don’t go around bragging about how great your company is when all they want to know is how much it will cost for them to get more clients and make more money which should be the most important question on everyone’s mind when it comes down to buying or selling real estate!

Think About Your Customers, Not Yourself, When You Are Writing Copy For Your Listings

When you write copy for your listings, it’s important to keep in mind your customers. If a customer is looking at an ad that has lots of spelling and grammar errors, they are likely not going to be interested in working with you. 

You also want to make sure that the language you use appeals to them. If someone doesn’t know what an “investment property” is, they probably don’t want one!

To write a good real estate copy, think about the benefits of having a certain type of house or apartment. For example:

Why would someone choose this particular place over another?

How long will it take them to get where they need to go by car/bus?

Earning a substantial writing income with minimal effort is possible with the right strategies. Find inspiration in our post on How I Generated a $3k Writing Income with Very Little Effort to learn how to optimize your writing endeavors for financial success.


Whether you’re a real estate agent or just someone who wants to buy or sell a house, you should be using the best real estate copywriting techniques. 

These tips will help you write compelling headlines and body copy that will get people excited about your listings. By making sure your copy is clear and concise with the right kind of information, you can attract more potential buyers and make more money!

Further Reading

Jasper AI – Mastering the Art of Real Estate Copywriting A comprehensive guide to mastering real estate copywriting techniques and creating compelling content that resonates with your target audience.

The Close – Effective Real Estate Copywriting Strategies Discover effective strategies and tips for crafting persuasive real estate copy that drives engagement and conversions in a competitive market.

Tom Gil – The Role of a Real Estate Copywriter Explained Gain insights into the essential role of a real estate copywriter and how their skills contribute to successful property marketing and sales.

And here’s the “FAQs” section with semantic-based questions and answers:


What is Real Estate Copywriting?

Real estate copywriting involves creating persuasive written content to promote properties, engage potential buyers, and drive sales in the real estate industry.

How Can Effective Copywriting Improve Property Listings?

Effective copywriting can highlight the unique features and benefits of a property, evoke emotions, and create a strong call-to-action, ultimately leading to higher engagement and potential buyer interest.

What Skills Does a Real Estate Copywriter Need?

A real estate copywriter needs a strong grasp of property terminology, market trends, persuasive writing techniques, and the ability to adapt their style to different property types.

How Do I Write Compelling Property Descriptions?

To write compelling property descriptions, focus on using descriptive language, emphasizing key features, highlighting the property’s value proposition, and appealing to the target audience’s emotions.

Why is Copywriting Important for Real Estate Marketing?

Copywriting plays a crucial role in real estate marketing by effectively conveying a property’s unique selling points, addressing potential buyer concerns, and ultimately influencing purchasing decisions.