I’m Back To Help You With Your Real Estate Writing. Here’s How

I know that, as a real estate agent, you’re busy after all, you have to sell homes. But if there’s one thing that frustrates me about your writing, it’s the fact that it could be much better with some effort on your part. 

That’s why I’m here: to help streamline your content so that it communicates exactly what you want your customers (or potential customers) to know while also avoiding unnecessary filler words and clichés. It doesn’t take much time or effort just a few simple tips and tricks!

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Write The Best Possible First Sentence

In a piece of writing, your first sentence is the most important. It’s like the first impression in person: if you don’t make a good one, it’s hard to recover.

So how do you make sure your first sentence is great? There are some tried-and-true techniques:

Use action words in the present tense to describe what’s happening right now or going to happen soon.

Use vivid metaphors and similes to paint a picture for the reader with words that don’t sound like they came straight out of an MBA textbook. (Think “this report will be as addictive as crack,” not “this report will be useful.”)

Write short, plain sentences that get right to the point and let readers focus on what matters most: what they’re reading! No need for run-ons when one well-constructed idea can convey everything necessary about the topic at hand. 

Avoid overused clichés and buzzwords like “cutting edge” it might seem fresh today but tomorrow something new will come along that blows our minds away so let’s not get ahead of ourselves here okay?

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Use Action Words

One of the best ways to make your writing more engaging is by using action words. Action words are verbs that help readers understand what’s happening in a sentence. 

They’re more specific than general words, which are often used in place of action verbs (you know those sentences that say “to be” or “are” a lot?) and they grab the reader’s attention more easily. When choosing between two different verb choices, always go with the action verb!

Action verbs should also be used when you’re trying to avoid passive voice.

Use A Vivid Metaphor

You probably know that metaphors are comparisons between two, unlike things or ideas. But did you know that there is a right way and a wrong way to make these comparisons?

A vivid metaphor brings together two very different things in such an interesting way and so vividly that the reader is drawn right into it. You want your reader to see what you’re describing and feel it as if they were there. 

So avoid jargon, buzzwords, industry-specific terms (unless they are necessary), clichés, and platitudes at all costs! And don’t be afraid of humor either; if your house has been on the market for more than 30 days and hasn’t sold yet, but everyone keeps saying “It just needs some time” then this could be a good opportunity for some humor: “This house needs some time.”

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Use Short, Plain Sentences

One of the best things you can do to improve your writing is to write in a way that will be easy for your readers to understand. The easiest way to do this is by using short, plain sentences. Keep them under 20 words, if possible. 

Instead of using longer sentences that use more complex words and phrases, make sure that each sentence has only one idea. This will make it easier for your reader to grasp what you’re trying to say because they won’t have too much information at once or be distracted by long-winded passages of text.

Use simple words instead of complicated ones like “utilize” or “regardless.”

Write with active voice rather than passive voice; this means putting the subject first (e.g.: “I went”) rather than second (e.g.: “I was gone”). For example: “I went.” versus “Gone was I.””” This makes it clear who did what action and keeps the flow going instead of stopping every few seconds while everyone tries re-reading what just happened!

Avoid Overused Clichés

I’m sure you’ve heard the saying “penny wise, pound foolish.” It’s not just a cliché; it’s also become outdated. 

The phrase originally meant that it was wiser to spend a little money now than a lot of money later, but today it has taken on the meaning of being frugal in all ways even trivial ones like spending $2 on a cup of coffee instead of waiting until you get home before making one at home for free.

This is what makes clichés so bad: they are often used in place of actual thought and analysis. If someone tells me something is “a no-brainer,” I don’t know what he or she means by that it could be anything from “easy” to “not at all difficult” to “so easy I didn’t even bother thinking about it.” 

In each instance, however, there would be no need for the cliché because we could come up with our own words instead (easy; not difficult; too easy).

Also, avoid clichés like “it’s a piece of cake” or “the sky is falling” because these phrases may take away from your credibility as an expert who knows how hard things can be!

Avoid Jargon And Buzzwords

Writing in plain language means writing with everyday words that your readers can understand. It also means avoiding jargon, industry-specific terms, and buzzwords.

Jargon is specialized vocabulary that’s used by a group of people in a particular field or profession. Buzzwords are terms that have become popular for marketing purposes but don’t have any real meaning or value to the reader (think: “cutting-edge” and “blue sky”). 

Industry-specific terms are another common culprit if you’re writing about real estate law, for example, it’s probably best not to interject legal terminology into your copy on its own unless you’re making sure that your audience will know what those things mean (e.g., “the sheriff’s sale notice”). 

Acronyms are another good way to confuse readers without adding much value (for instance: the phrase “HUD code” would probably be better expressed as something like “federal housing regulations”).

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Eliminate Passive Voice

Switching to an active voice is the simplest way to improve your writing. The reason why is because the active voice is stronger, more powerful, and more compelling than the passive voice. 

It’s also more direct and concise, which helps you keep things focused on the point you’re making instead of getting caught up in tangents or filler words that don’t add anything of value to your message.

Active voice has other benefits as well, like being engaging and persuasive two things we love at WordStream! 

You see this all over our website: “We help advertisers” instead of “Advertisers can benefit from our services.” Or even better: “You want visitors who convert into customers who buy products from you.” Halfway through writing sentences like these, it becomes clear that an active voice makes for a much better read!

It might seem like I’m being overly analytical here by pointing out such small details about how language works; however, if we’re going to use it effectively to get our point across (and sell stuff), then we need every advantage possible that means using words wisely so they have maximum impact on readers’ brains when they’re reading content online.”

Elaborate On Each Part Of The Transaction

Give examples of how you could elaborate on each part of the transaction

For example, if a buyer is buying a house, I would give examples of how they might want to describe their home. If they were selling a house and had remodeled it, I’d be sure to mention all the improvements made.

In both these scenarios, I would also include pictures so that my clients can see exactly what we’re talking about when discussing things like square footage or upgrades.

Elevating your real estate content requires a combination of skill and strategy. Explore our collection of 12 tips for writing successful real estate content to enhance your ability to engage and inform your audience effectively.

Avoid Redundancies

There are many different kinds of redundancies, but they all have the same effect: They make your sentences longer and more confusing than they need to be.

For example, if I were to say this sentence: “I’m hungry for lunch,” you’d know what I meant. However, if I were to say: “I’m hungry for some lunch,” it would mean the same thing! 

But by adding those extra words (which don’t add any meaning), my sentence has become longer and a little bit more difficult to understand because now there is an extra word that means nothing at all. This is called a pleonasm when you use redundant words when you could use fewer or simpler ones instead and it happens often in writing.

Avoid Filler Words Like “Therefore” And “For Example”

You’re back. Thank you for reading my blog, and I hope you got a lot out of it. Now that we’ve reviewed how to write more concisely, let’s take a look at one more common mistake that can turn off readers: filler words.

Filler words are those little “umms” and “uhs” sprinkled throughout your writing that serves no purpose other than to fill space. They are distracting for the reader and make your business writing sound awkward. The most common offenders include “therefore” and “for example.”

When you’re writing an email or any other type of communication in which there’s limited room for error, cut down on the filler words by being mindful of them as you type!

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I know that sometimes you feel like the world of real estate writing is a little overwhelming. There are so many rules to follow, and it can be hard to know where to start. 

But if you focus on your first sentence, use action words, and make sure every sentence has a purpose (sometimes even multiple purposes), then you’ll be well on your way toward creating an amazing piece of content that’s full of wonder and excitement!

Further Reading

Here are some additional resources to further enhance your understanding of real estate writing and related topics:

Understanding the Real Estate Business: Dive into the intricacies of the real estate industry, from sales strategies to market trends, with this comprehensive guide.

Crafting Creative Real Estate Listing Descriptions: Learn how to write captivating and unique listing descriptions that make properties stand out and attract potential buyers.

Efficient Real Estate Blog Post Writing: Discover techniques to streamline your real estate blog post creation process, allowing you to publish quality content in a shorter time frame.


What are the key elements of successful real estate writing?

Successful real estate writing combines engaging descriptions, accurate property details, and a deep understanding of the target audience’s preferences and needs.

How can I make my real estate listings more appealing to buyers?

To make your real estate listings more appealing, focus on highlighting unique property features, using descriptive language, and incorporating high-quality images that showcase the property’s best angles.

What are some effective strategies for writing real estate blog posts quickly?

Writing efficient real estate blog posts involves pre-planning topics, creating outlines, and utilizing templates to streamline the writing process while maintaining quality and relevance.

How can I incorporate keywords for SEO in my real estate writing?

Integrate relevant keywords naturally into your real estate content, such as property descriptions and blog posts, to enhance search engine visibility and attract organic traffic.

What role does storytelling play in real estate writing?

Storytelling in real estate writing helps create an emotional connection between potential buyers and properties. It allows readers to visualize themselves living in the space, making listings more relatable and compelling.