The Definitive Guide To Real Estate Writing

Real estate writing is a very different skill than that of other writers. It requires a high level of detail, a solid understanding of the law, and an ability to explain complicated concepts in plain language. But as long as you’re not selling yourself short on any one of these fronts, you can write effective real estate content. So let’s get started!

The Ultimate Guide To Real Estate Prospecting | Glover U
1. Understand the Power of Words in Real Estate: Learn how the right choice of words can influence buyers and sellers, creating emotional connections and driving conversions.
2. Craft Compelling Property Descriptions: Master the art of writing property descriptions that highlight unique features, evoke imagination, and resonate with potential buyers.
3. Leverage SEO Techniques for Visibility: Explore SEO strategies tailored to the real estate industry to ensure your writing ranks well in search engine results and reaches the right audience.
4. Stand Out with Effective Blog Writing: Discover how to create informative and engaging blog posts that establish your authority in the real estate field and attract a dedicated readership.
5. Build a Successful Real Estate Writing Career: Gain insights into the steps, resources, and techniques needed to build a thriving career as a real estate writer, including tips for freelancing and content syndication.

Let’s Get Started

What’s the point of writing? What should you write about, and how do you know if it’s good enough to publish?

If you’re a real estate agent, writer, or entrepreneur who wants to attract more leads online through the power of content marketing i.e., creating valuable content that drives traffic and engagement this guide is for you.

We’ll show you some of the best ways to start writing great content when it comes to finding your voice and knowing what topics will resonate with your audience (hint: it doesn’t have to be about real estate!).

Enhancing your real estate writing skills requires learning from those who have succeeded. Discover the 15 things successful real estate writers do to improve your craft and reach new heights in the industry.

Bring The Human Element Into Your Writing

One of the best ways to make your writing about real estate more interesting is to bring the human element into it. This can be done in several ways:

Use personal stories from your own life (or other’s) as an example of what you’re trying to say

Writing in the first person, instead of the third person. When you write in the first person, you’re putting yourself directly into what you’re writing about and creating a stronger connection with the reader.

Use emotion and humor when possible. Don’t take things too seriously! It’s okay (and encouraged) to relax and have fun with your writing by injecting some levity where appropriate.

Sharing anecdotes that relate to what you’re talking about will help keep things relatable for readers who might not understand everything on paper alone. 

These can be funny or serious; either way, they work because they put real-life faces on whatever topic is being discussed at the time by making connections between them all through relatable experiences as these tales from life history show us how similar we all are despite our differences.”

Be Consistent With Your Writing Style

Consistency is key when writing. You want to be consistent with your tone and style, as well as the words you use and the punctuation you use. These things should be consistent throughout all of your content.

You don’t have to have a set format for every article, but it’s important to know what works best for you so that you can stick with it. For example, I like my writing style in this guide because I’ve been able to use the same words and phrases consistently throughout this entire thing (for example: “make sure,” “however,” etc.).

In the competitive realm of real estate, effective writing can give you an edge over the competition. Explore how real estate writing can be your unfair advantage against competition, helping you stand out and thrive in a crowded market.

Be Generous And Give Information Away

You want to be generous in your writing. Generosity is a virtue that will pay off in the end.

Don’t hold back on valuable information that can help your readers and your business. For example, if you are talking about real estate investing, why not share some tips on how to negotiate a better deal when buying or selling a property? 

Or perhaps you want to explain something about mortgages or tax deductions for homeownership? You may even want to offer up some insider secrets about local real estate markets that people might not know. The point is: give away something of value that will help both you and your reader!

Write About What You Know, And Stay On Topic

The first step to writing a great piece of real estate content is, to be honest with yourself. What do you know about the subject matter? Are there any places where you can fill in the gaps with research and expert interviews, or maybe even become an expert yourself?

If there are topics that don’t interest or excite you, then skip them! There’s no need to waste your time trying to write about something that doesn’t interest or excite you you’ll just end up with flabby content that no one will want to read.

Don’t be afraid of breaking new ground; this is how we learn new things! We all have areas where we need more experience and education before we feel comfortable making recommendations or sharing our opinion as experts on those subjects. 

My suggestion would be: Embrace those areas by getting out there and learning everything possible about them, so when someone asks for help on those topics they get something useful from YOU instead of some other person who just pretends like they know what they’re talking about (which is 97% of people online)

Earning substantial income through real estate writing is achievable. Follow the footsteps of success by exploring how I earned $200k in two years writing for real estate agents and discover the strategies to boost your earnings.

Know Your Audience

It’s crucial to know who you’re writing for and make sure that your message is going to resonate with them.

This part can be tricky if you’ve never written a book or article before. But luckily, there are some things you can do to make this easier:

Find out about the demographics of your audience. For example, if you’re writing an article targeting hairdressers in the city of Chicago, find out how old they are and where they live (the more specific information here will help). 

Look up statistics on how many people there are like them in Chicago overall and within each neighborhood as well; this will give you insight into their income level, what they like doing when they’re not working/being at home etc., as well as what products/services might appeal more than others based on their age group and whether or not those products exist yet!

Figure out which pains need addressing first before moving on to other topics such as “how-to” sections (which come later). This means researching some keywords such as “haircuts”, “dieting”, etc. so that we know what problems need solving first before moving on to anything else.

Be Real

The most important thing that you can do to create a positive first impression with your audience and fellow real estate professionals is to be authentic, genuine, and honest. When you’re writing about yourself or your business, don’t pretend that it’s something it isn’t. Don’t try and make yourself seem more important than you are just be who you are!

This means avoiding phrases like “I’m a real estate agent”, “I’m the best”, etc., at all costs. You’re not trying to convince anyone of anything; instead, just write in an honest way that makes people feel like they know who they’re reading about (which will help them trust what they read).

Narrate Your Content

The real estate industry is a complex one. To explain its intricacies, you will want to use a narrative story a story in which the main character is your company or audience and the plot follows their journey through the real estate process.

When you’re writing articles for business blogs, you must use a story-based approach. Stories are very effective at building interest and engagement with readers because they evoke emotions with relatable characters, settings, and dialogue.”

Crafting engaging and informative blogs about real estate requires a comprehensive approach. Delve into the complete guide to writing blogs about real estate to acquire valuable strategies and techniques for creating compelling content.

Talk To Your Customers, Not Just At Them

Your tone is the voice you use in your writing. It’s how you speak to your readers—the way you talk to them, how friendly or authoritative your words are, and how positive or negative the message is.

If you want people to read what you write and take action on it, then it needs a conversational tone that engages the reader and helps them understand what they need to know. Here are some tips for finding and using the right tone:

Friendly & Engaging: Use language that feels easy-going while still being clear and professional (for example: “You can do this!” rather than “We have confidence that our customers will succeed with this product!”).

Helpful & Informative: Don’t be afraid of using technical terms if they help explain something clearly (but don’t overdo it). 

And try not to make assumptions about your audience’s knowledge level (don’t assume everyone knows what “leverage” means when explaining real estate investing strategies). Instead of saying “This toolkit will teach you how to make money from real estate,” try saying something like “These resources will show you how I made my first $1 million buying houses.”

Use Video To Tell A Story

One of the best ways to tell a story is with video. You can use it as an example of how you helped a client or customer, or you can do something like this:

A few months ago, my wife and I put our house up for sale. We had some issues with the kitchen countertops and floors that needed to be fixed before we could list them on the market.

So we called up our real estate agent at [name of brokerage] and told him what was going on. He didn’t hesitate at all he said he’d take care of everything! 

And get this: he fixed them himself! He even took care of all the permits required by city code so that everything would go smoothly and legally when we sold our house in two years (we’ve been renting for now).

Curious about the future trends of real estate writing? Explore our insights on The Future of Real Estate Writing to stay ahead of the curve and understand how the landscape is evolving.


Real estate writing is a difficult field to break into, but it’s also one with a lot of room for growth. If you’re looking to get into real estate writing, remember that it can be a rewarding career choice with the right approach and determination. 

The best way to do this is by following some simple tips like those we’ve outlined above. These basic principles can help you craft content that resonates with your audience while still keeping them engaged in what they’re reading!

Further Reading

Explore these additional resources to expand your knowledge on real estate writing:

The Ultimate Guide to Successful Real Estate Investing: A comprehensive handbook offering step-by-step guidance for novice real estate investors.

A Guide to Writing Property Descriptions: Enhance your property descriptions with tips and insights on crafting compelling real estate listing content.

Real Estate Task Management: Discover effective strategies and tools for managing tasks in the dynamic world of real estate.


Have questions? Here are some common inquiries related to real estate writing:

What are the key elements of a successful real estate listing?

A successful real estate listing should include a captivating property description, high-quality images, essential property details, and accurate pricing information.

How can I improve my real estate writing skills?

Improving your real estate writing skills involves studying successful examples, practicing regularly, and staying updated on industry trends and terminology.

What role does SEO play in real estate writing?

SEO (Search Engine Optimization) is crucial for real estate writing as it helps your content rank higher in search engine results, driving more organic traffic to your listings and articles.

How do I effectively write property descriptions to attract potential buyers?

Writing effective property descriptions involves highlighting the property’s unique features, using descriptive language, and focusing on the benefits and lifestyle that the property offers.

What tools can assist in managing real estate writing tasks efficiently?

Several task management tools like Trello, Asana, or specialized real estate CRM systems can help you organize your writing tasks, deadlines, and collaborations effectively.