Down And Dirty With Real Estate Copywriting

Now that you’re a real estate writer, it’s time to start writing for your market. To do that, we need to look at who we’re writing for and what they want from our copy. 

As an agent, one of your jobs is to sell properties and in the digital age, you can do that more effectively by using the right words. 

As with any type of writing, there are some tried-and-true rules for real estate copywriting: keep it brief; make sure your sentences flow smoothly; don’t use jargon; appeal to people’s wants and needs; write with an angle that makes readers feel like they’re getting something out of browsing your listings. 

But there are also some special considerations when it comes to listing descriptions (like how many words should you use?) or sales letters (how much detail should be included?). 

In this guide, I’ll discuss these topics in more detail as well as provide examples from other agents on how they write their listings differently from each other based on what works best for their styles and situations

Real Estate Copywriting Guide – Get More Clients and Sales
Key Takeaways
1. Master the art of persuasive writing techniques.
2. Understand the unique demands of real estate marketing.
3. Create compelling property descriptions that sell.
4. Use storytelling to create emotional connections with readers.
5. Balance SEO optimization with readability for effective content.
6. Incorporate social proof to build trust and credibility.
7. Tailor your copy to resonate with target buyers and sellers.
8. Utilize descriptive language to paint vivid property images.
9. Focus on benefits and value when crafting property copy.
10. Stay updated on industry trends to refine your copywriting.

Be Detailed, But Don’t Forget The Scope

It’s tempting to go deep into the details of a property, but you’ll want to keep it short and sweet. The more information you provide, the better but don’t forget to give people an idea of what they’re getting into! Keep in mind that most people don’t have time for a novel; just give enough detail so that buyers know exactly what they’re looking at.

Remember: your job is not only to sell this property but also yourself as an agent. If you can put together a compelling copy that highlights your expertise and demonstrates how much time and energy you put into making this listing stand out from all the rest, then people will be knocking down your door for help in selling their own homes!

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Pictures Are Worth More Than Words

The phrase “a picture is worth a thousand words” is an oft-quoted adage that you’ve probably heard before. It’s true! Pictures add context to your writing, helping your reader understand what you’re saying and making your copy more engaging.

When choosing photos, keep in mind that not all pictures are created equal. Photos should be relevant to what you’re writing about, but if they don’t come up naturally while reading through the rest of your content then they probably don’t belong there. 

You want the reader to feel like they’re along for the ride with you not just taking them on a tour of whatever items caught your fancy at random moments over time! If there’s no connection between what’s happening in the photo and how it relates here on Earth (or wherever else we happen to be), then chances are good that no one will pay attention long enough

Keep It Consistent

Consistency is the key to branding. It’s what helps people find your site, remember it, and trust it. One of the most important elements of consistency is keeping your writing style intact across all of your content.

Consistency also means that you’ll want to make sure that any images or videos you use on your website are consistent as well – in terms of typeface and colors (if applicable), their general layout on each page (e.g., top right corner or bottom left corner), and how they relate to one another.

Find What You Want To Say, And Say It

Real estate copywriting is all about making the home or property shine on its own. You can’t just throw a bunch of pretty words together to make people want to buy your place—you have to use language that’s clear, concise, and engaging. That means using the right words at the right time and avoiding any unnecessary filler (like “I”, “me”, and “my”).

You might be thinking: Who cares? I’m not an English major! But remember: real estate copywriters are experts in marketing their product or service which means they know their audience well enough that they should be able to write in a way that makes sense for those people. 

And yes! Using contractions like “it’s” instead of “it is” can help convey friendliness and approachability; however, we don’t recommend going overboard with them since contractions often sound informal (for example: “I’m not sure if this house will fit my needs for my family… I think we might need something bigger).

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Don’t Use Jargon

Real estate copywriting is a professional writing field, and you should treat it as such. Some words carry so much weight in this industry that they would be better off never being used at all. If you don’t know what a word means, don’t write it into your copy find an alternative or ask someone who does understand the meaning to help out!

Here’s a list of the words most commonly found in real estate copywriting and what we like to call “the horror”–when these words are used incorrectly:

‘Interested’ vs ‘Interested’. Use this word only when someone has expressed genuine interest in purchasing something (such as making an offer on your listing). Otherwise use ‘interested.’

‘Investment’ vs ‘Investment’. Use this word if referring specifically to investing money into something (such as real estate), otherwise use ‘investment’.

.coms’ vs ‘.coms’. Always pluralize domain names with an s after the period

Know Your Audience

There are two types of copywriters: those who write for themselves, and those who write for their audience. The former group writes what they think will sound good or interesting to them; the latter group writes based on what the target market needs and desires.

There are many ways to define your buyer persona(s). You could base it on demographics (age, gender, income level), psychographics (personality traits such as introversion or extroversion), behavioral data (what websites they visit most often), or even geography (where they live). 

The more details you have about your buyer’s needs and desires, the easier it will be to write compelling content that resonates with them.

A Good Headline Will Help You Sell Faster

A good headline will help you sell faster. The reason is simple: people often decide whether or not to read an article based on the strength of its title alone. 

A good headline should be short and sweet, but still interesting and relevant. It’s also important that it be easy for readers to understand so that they can decide whether or not they want to read the whole article before starting it.

Finally, your headlines should be consistent with the rest of your website copy (or whatever medium you’re writing in). If readers see one thing in one place and something different somewhere else, they might get confused, and who likes being confused?

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Write With An Angle That Appeals To The Buyer’s Wants And Needs

To write with an angle that appeals to the buyer’s wants and needs, you need to understand what those wants and needs are.

Let’s say your buyer is a young professional who is looking for an investment property in a specific neighborhood because of its proximity to work, nightlife options, and parks. 

Since we already know that our buyer is seeking investments, we can assume that he/she wants a good return on the money invested. The “angle” we pursue here would be highlighting how this particular home has potential for such returns (for example: “this home has a great rental history”).

It’s Always About Them, Not You

As a real estate copywriter, you’re selling the home to the buyer. You are not selling your own home. You don’t live there anymore and you aren’t going to move back in once they buy it that would be weird! The buyer is the one who will live there and pay for it.

So when writing about yourself, keep in mind that your audience is just one person: the potential buyer of this property.

Highlight Features Over Benefits In Your Shortlist

Your headline is the first thing that buyers will see, and it’s critical to get their attention with a great one. When you’re writing your headlines, remember that features are tangible qualities of the product (e.g., hardwood flooring), and benefits are intangible qualities (e.g., makes your home feel cozy).

If you’re selling something like an apartment or house, potential buyers want to know what they’ll get out of it: What features does this place offer? 

How much space do I have? Will I be able to find parking nearby? Is there a good neighborhood school nearby? These are all important factors that can make or break a deal and they’re all things buyers want to know before committing.

On the other hand, sellers should focus more on talking about their homes’ features than on what they’ll get from selling them (they already own these properties!). For example: “This house has 2 bedrooms and 2 bathrooms.” 

A better statement would be “You can entertain family and friends in both bedrooms.” The latter shows off how beautiful the rooms are without emphasizing yourself as an owner or seller; instead, it puts emphasis directly on those who will be visiting your home!

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Have A Strong Call-To-Action

The best real estate copywriting will include a strong call to action. A call-to-action can be thought of as a statement that tells the reader what to do next.

What makes a good call to action? It should be clear and concise; it should be relevant to the content, and it should be relevant to your audience. 

In other words, if you have an article about how much time you’ve spent renovating your home and installing custom built-ins, don’t make your call-to-action a link asking people if they want to buy some custom built-ins right now! 

Not everyone is going to think that way most people will probably just click away from that page before they can even read anything else on it because who wants their house turned into some kind of showroom?

Make Sure You Know What Buyers Want And Emphasize That In Your Writing

Your buyers are looking for a home that has a beautiful kitchen and bathroom, but they also want to know if it’s close to their office. They want to be able to walk or bike somewhere, but they’d love the option of driving when necessary.

They’re looking for a great neighborhood with good schools, but they also need easy access to public transportation because they’ll be traveling quite a bit for work. They want an affordable house that will last them through retirement and beyond, but there’s no way it can take up too much space—they’ve got two kids under five years old!

If you’re not sure what your buyers want from your listing or how best to describe it in your copywriting efforts (which is understandable), start by researching the area where you live and/or investing in real estate properties. 

See what other homes are selling for; what amenities are available nearby; what type of neighborhoods people like best; etcetera.* Once you’ve got some ideas about what’s most important**to potential buyers who might come across this listing online or through various other channels (word-of-mouth referrals)***ENDWRITE

Don’t Be Afraid To Play With Language

The words you choose don’t have to be exactly what everyone else is using, but they should still be effective at communicating your message. This can mean choosing a word that has multiple meanings (e.g., “like”) or flipping the rules of grammar on their heads (e.g., “I am my own worst enemy when it comes to this stuff”). 

You could also think about how different dialects might use certain words differently than standard English a great example is “outfit,” which can mean either an ensemble or a grouping of items used together (e.g., “I found some great outfits at Nordstrom Rack today!”).

If you need some inspiration for writing copy in your voice and style, try listening to some comedians who write great jokes for a living (or even non-comedic writers who have mastered their craft).

The landscape of real estate writing is constantly evolving, and it’s essential to stay ahead of the curve. Gain valuable insights into the potential changes and trends by exploring our article on the future of real estate writing, where we discuss the potential shifts that could shape the industry.


Now that you’ve read our tips, we can’t wait to see what kind of real estate ads you create! Remember that your copywriting should reflect the personality and tone of your brand. Whether you want to focus on humor or more serious messaging, we believe this post has given you enough information to start writing great content for your listings.

And if there’s anything else we can help with, don’t hesitate to ask! We love hearing from real estate agents and other professionals who are ready for a new look in their marketing materials.

Further Reading

Real Estate Copywriting Guide by A comprehensive guide to mastering the art of real estate copywriting, covering essential techniques and strategies.

Effective Real Estate Copywriting Tips by Yasser Khan Discover actionable tips and insights to enhance your real estate copywriting skills and create impactful content.

Crafting Sales Copy for Real Estate Marketing Learn how to write persuasive sales copy specifically tailored for real estate marketing campaigns.

And here’s the “FAQs” section:


How can I improve my real estate copywriting skills?

Enhancing your real estate copywriting skills involves practicing persuasive writing techniques, understanding your target audience, and studying successful examples within the industry.

What are some effective strategies for writing compelling property descriptions?

To create engaging property descriptions, focus on highlighting unique features, using descriptive language, and creating an emotional connection between the property and potential buyers.

How do I balance SEO optimization and readability in real estate copywriting?

Striking a balance between SEO optimization and readability involves incorporating relevant keywords naturally, while ensuring that the content remains engaging and easy to understand.

What role does storytelling play in real estate copywriting?

Storytelling can add depth and emotional appeal to your real estate copy. By weaving narratives that resonate with buyers’ desires and aspirations, you can make your listings more relatable and engaging.

How can I use social proof effectively in my real estate copy?

Utilize social proof by showcasing positive testimonials, successful case studies, and client success stories to build trust and credibility with potential buyers and sellers.