Real Estate Copywriting Tips I Wish I’d Know

I’m a real estate copywriter, and I love it. It’s a fun, challenging job that lets me do the kind of writing I’ve always loved: telling stories. My favorite part of the process is putting together a pitch for a home that’s going on the market. It’s like writing an ad campaign the first step in getting people to buy what you’re selling. 

But unlike some other industries where marketing takes place mostly online or in print ads before buyers ever see your product, real estate agents have to get inside homes with potential buyers and show them around (so much so that we’ve even come up with a term for this process called “showing”). 

But don’t worry! We’ll go over everything you need to know about writing effective copy for any type of real estate listing below!

3 Things I WISH I’d Known as a NEW Real Estate Agent
Key Takeaways
1. Prioritize Emotional Connection
2. Use Descriptive Language
3. Highlight Unique Features
4. Create a Sense of Urgency
5. Address Buyer Concerns
6. Tailor Writing to Property Type
7. Incorporate Local Insights
8. Use Storytelling Techniques
9. Showcase Lifestyle Benefits
10. Optimize for SEO
11. Craft Compelling Headlines
12. Include High-Quality Visuals
13. Provide Clear Call-to-Actions
14. Emphasize Property Value
15. Continuously Learn and Adapt

Encourage But Don’t Pressure

As a real estate writer, you need to be positive. That said, don’t pressure your readers by making them feel like they’ll lose their chance at buying a home if they don’t act now. Use language that encourages and inspires, but doesn’t push them into making any kind of decision especially one that involves spending money.

For example: “We can help you find the perfect home.” This sentence is encouraging in its own right because it implies that there is such thing as perfection when it comes to real estate! You’re also using words like “help” and “can,” which are empowering and open-ended (i.e., they can mean anything).

Building a successful career in real estate writing requires a deep understanding of the market. Explore our comprehensive guide on 15 Ways to Write for the Real Estate Market to gain insights into various writing strategies tailored for this industry.

Write To One Person

When you write your copy, imagine that you’re speaking directly to one person. This should be the person who is most likely to buy or sell their home via your website, or at least the person who will benefit most from it.

It could be a buyer who wants information on how to find their dream home in the area they’re looking for. Or a seller who wants buyers to know why theirs is the best house on the market. Or an agent looking for new leads and clients.

I’ve found that when I write my copy with this mindset in mind, it helps me keep focused on what matters most: getting results for my client and having fun doing it!

Use A Call To Action

A call to action is a phrase or sentence that lets the reader know what you want them to do next. They may be as simple as “Click here” or “Get started today,” but they’re effective in getting people to take action.

That’s why it’s so important that your calls-to-action be clear and relevant: if they don’t tell the reader what they should do, chances are they won’t do anything at all (and then you’ve lost a potential customer). 

And even if you have the best call-to-action ever written which I hope this post will inspire you to write someday if it’s not relevant enough for your audience, it won’t work. So keep those things in mind when considering what type of call-to-action will work best for each piece of content on your website or in an ad campaign.

Tell People What They’re Getting

When you’re writing for a real estate site, keep in mind that the product is not just the home itself. There are many factors that influence how property will sell and what it will be worth (and therefore how much your client can sell it for), including:

The neighborhood and school district. These things can make or break a sale, so they should be featured prominently in your copy.

Features of the property itself, such as its size or layout. You’ll want to highlight these features so that potential buyers know exactly what they’re getting into before they move in.

Crafting compelling copy that resonates with potential home buyers is an art. Dive into our article on 16 Tips for Writing House Hunter Copy That Sells to discover effective techniques for creating persuasive and engaging property descriptions.

Know Your Audience And What You Have To Offer Them

It’s important to know who your audience is and what you have to offer them. This may seem obvious, but it’s easy to lose sight of these things when writing a sales page or website copy. If you don’t know who your audience is, how can you write for them?

Knowing what you have to offer is equally important. What are the benefits of using your product over any competition? What makes this service or product different from other options out there? How does it help someone solve their problem(s)?

Knowing what you want people to do as a result of reading your copy will help guide the creative process and keep it on track. You should also consider why they should do those things and what’s in it for them.

Say Something New And Personal About The Property

When you’re writing about a property for sale, it can be tempting to talk about it in terms of what it is: its square footage, number of bedrooms and baths, and floor plan layout. But if you want to stand out from other real estate agents and make an impression on prospective buyers and their agents your copy should tell them what the house could be for them.

Say something new and personal about the property; let me know what would make this home feel like “home” for your clients. Tell me why these features are important to them (or their family). For example:

“Your whole family will love this yard! There’s plenty of space for everyone to play while still feeling safe.”

“This house has been completely remodeled with state-of-the-art appliances that will keep your family happy.”

Highlight The Surroundings

As you’re writing, think about what the surroundings are like. How does your property compare to others in the neighborhood? What are the schools like? Is there a grocery store nearby? Is it easy to commute to work by car or public transportation? What kind of shops do they have in the area?

The more information you can provide about these things, the better off your prospect will be when deciding whether or not this is where they want to live.

Are you interested in pursuing a career in real estate writing? Learn the essentials from our post highlighting 15 Things You Need to Know About Real Estate Writing, providing valuable insights into the nuances of this specialized field.

Suggest What Can Be Done With A Space

This is the point where you can get creative and suggest how a space could be used. Don’t worry if your suggestions aren’t just make sure they convey the right mood.

For example, if you’re writing about a home that has plenty of natural light and views, use words like “cheerful,” “bright,” and “airy.” If it’s an older home with lots of charm but needs some updating, use words like “vintage” or “nostalgic.”

Once you’ve decided on the mood you want your reader to feel when they see that property, make sure you include those same emotions in other parts of your copy as well:

Describe The Best Features Of The Home

Your copy should include a description of the home’s best features, whether it’s a large yard, an open floor plan, or a fireplace.

Include photos of everything. The best way to sell a home is by showing it in action with photos. Make sure your website has plenty of high-quality images that show off rooms and common areas as well as exterior shots. 

You also want to ensure that every one of those pictures is well-composed and in focus no blurry iPhone selfies here! 

If you don’t have access to professional photography equipment, ask someone who does (or hires someone) to take great shots for your site. You’ll be happy you did when potential buyers start calling about making an appointment with their real estate agent right away!

Describe location details like commute times and nearby amenities (shopping centers). This will help potential buyers narrow down their search according to what they need from where they live now versus where they dream about living tomorrow even if that means moving across town instead! 

When describing locations within cities or neighborhoods use local landmarks like parks or restaurants so readers can immediately visualize where these places are located relative ​to where they’re currently in life (whether it be physically close by or far away).

Research, Research, Research

When you’re writing a real estate listing, you must take a step back and research the market. What are homes like this selling for? How competitive is your area? Who are the main players in your niche? 

What do people look for in features or amenities? By having all of this information on hand ahead of time and knowing which properties differ from each other, you can create better copies tailored to their needs. This will help you stand out from agents who don’t invest time into their work.

Mastering real estate copywriting involves more than just words. Delve into The Definitive Guide to Real Estate Writing for a comprehensive resource that covers everything from crafting compelling narratives to understanding market trends.

Write It Like A Story

The way you write your copy can make or break the sale of your property, and it’s not just about how well-written it is, but also how well-read it is by potential buyers.

Including specific details will help readers get to know your house better, which will make them more likely to want to buy it! So instead of saying “I have this house for sale,” try writing something like: “

This spacious split-level ranch home has four bedrooms and three bathrooms.” This gives readers an idea of what they’re getting into before they even start looking at pictures. 

If a reader feels like he/she knows something about a property before actually going through the process of viewing images or visiting in person, then there’s less chance that person will lose interest before making an offer on the said property!

Put Yourself In Your Client’s Shoes

One of the most important things you can do when writing real estate copy is to put yourself in your client’s shoes. Think about who they are and what they want, need, fear, dream of, and so on. What challenges are they facing? What goals do they have? How can you help them achieve those goals?

Before writing anything at all about your product or service whether it’s for a website or direct mail piece you must first know who you’re selling to. Get inside their head and understand what drives them. Once you have that information down pat, then apply it when you start writing!

Include Photos. Of Everything! And Don’t Forget Curb Appeal

One of the most important parts of an online listing is the photos. After all, it’s a buyer’s first impression of a property and can make or break their decision to visit. The photos should be taken from different angles (front and back) and in different seasons (winter, summer, fall). This way you can show what the house looks like under various conditions.

Additionally, you’ll want your pictures to show off curb appeal! If someone sees that your lawn has been neglected or that weeds are growing in your flowerbeds they’re going to think twice before contacting you about touring your home.

Put It All In A Professional Form

The first thing you should do is make sure it’s easy to read. The next thing you should do is make it easy for people to scroll through the copy. 

After that, you need to make sure it’s easy for them to call you or email you with questions, and then share your content on social media and download a PDF version of your work. Finally, make certain that everything on the page can be printed out at full size without looking like garbage when printed at home or on office printers.

Once all of these factors are taken care of, then comes the time-consuming process of actually writing your copy!

Curious about the future of real estate writing and how it’s evolving? Explore our insights in The Future of Real Estate Writing, where we discuss emerging trends, technological advancements, and the changing landscape of the industry.


If you’re a real estate agent who wants to be successful, your copywriting skills need to be top-notch. You need to be able to write in a way that will catch people’s attention and make them want more information about the properties and services you offer. I hope this article has given you some ideas on how to improve your writing skills and get ahead of the competition!

Further Reading

Here are some additional resources on real estate copywriting that you might find helpful:

Better Real Estate Copy Tips: Enhance your real estate copywriting skills with practical tips and techniques for creating more impactful property listings.

Real Estate Copywriter Tips: Discover expert insights and advice from a seasoned real estate copywriter to elevate your writing and captivate your audience.

Real Estate Copywriting Guide: Dive into a comprehensive guide that walks you through the art and science of crafting compelling copy for the real estate industry.


What are some essential elements of effective real estate copywriting?

Effective real estate copywriting involves a combination of engaging property descriptions, highlighting unique features, and creating a sense of urgency for potential buyers.

How can I make my property listings stand out in a competitive market?

To make your property listings stand out, focus on using descriptive language, incorporating visuals, and emphasizing the lifestyle benefits that the property offers.

What should I consider when writing for different types of properties, such as residential, commercial, or vacation homes?

Tailoring your writing to the specific type of property is crucial. For residential properties, emphasize comfort and family-friendly features. For commercial properties, highlight location and business potential. For vacation homes, evoke a sense of relaxation and escape.

How do I effectively convey the value of a property through my writing?

To convey a property’s value, focus on its unique selling points, such as location, amenities, and potential for future growth. Use storytelling techniques to help potential buyers envision themselves in the space.

What role does SEO play in real estate copywriting?

SEO (Search Engine Optimization) is important for real estate copywriting as it helps your listings appear in search results when potential buyers are looking for properties. Use relevant keywords, optimize meta descriptions, and provide valuable content to improve your search visibility.