The Secret Of Good Real Estate Writing

Real estate writing is a tricky thing. It’s not like selling cars or even clothing, where you can use some of the same techniques to get across the same message to your readers. 

Real estate writing requires a different approach, one that takes into account everything from market trends to demographics. Here are some secrets for getting started on your next listing description or blog post:

7 Secrets to Creating Great Real Estate Content
Key Takeaways
1. Crafting Effective Descriptions: Understand the art of creating property descriptions that captivate potential buyers and convey the value of the property.
2. Connecting with Buyers: Learn how to establish a strong emotional connection with readers through your real estate writing, driving engagement and interest.
3. Utilizing Persuasive Language: Discover the power of persuasive language in your real estate content to influence readers’ decisions and prompt action.
4. Showcasing Unique Selling Points: Highlight the unique features and selling points of a property to make it stand out in a competitive market.
5. Balancing Creativity and Accuracy: Strive for a balance between creative writing and accurate property information to engage readers while providing essential details.
6. Storytelling for Impact: Incorporate storytelling techniques to create compelling narratives around properties, making them more relatable and memorable.
7. Tailoring to Target Audience: Understand your target audience’s preferences and needs, adapting your writing style to resonate with their interests.
8. SEO for Visibility: Implement search engine optimization (SEO) strategies to ensure your real estate content reaches a wider online audience.
9. Capturing Attention Quickly: Grab readers’ attention right from the beginning to ensure they continue reading and exploring the property details.
10. Evoking Emotions: Use emotional triggers in your writing to evoke positive emotions that can enhance buyers’ connections to the properties.

Use Keywords

The next step is to use the keywords that your audience is searching for. You can do this with a keyword tool like Google’s Keyword Planner, which not only tells you how many times people are searching for each of your keywords but also reveals the most popular search terms and the most searched terms in your region.

Once you know what people are typing into the search bar, it’s time to weave these keywords into your content!

Building a successful career in real estate writing requires the right tools and resources. Discover some of the essential tools in our article on The Best Tools I Use to Write About Real Estate, and streamline your writing process for better results.

Consider Your Audience

When you’re writing, consider your audience.

Age and gender: Are they male or female? What is their age range? Do they tend to be more mature or younger? This can help you decide which words to use, such as saying “mature” instead of “older”. 

It also might persuade you not to use words that are inappropriate for your target audience. For example, if we are writing a piece aimed at older women who live in the suburbs and spend most of their time gardening, we would not use a word like “cool”. We might choose instead something like “hip” or even something more appropriate like “sophisticated”.

Type of property: Does the reader want to buy an apartment in Manhattan or an income-producing property with five bedrooms? If so, our copy will have different content than if we were talking about condos in Tampa Bay (unless it’s spring break). 

A condo in Manhattan tends to sell faster than a single-family home on Long Island because there are so many buyers looking for condos all over New York City and because condos tend to cost less than single-family homes. 

People buying homes on Long Island usually move there from somewhere else rather than moving out from within New York City itself; 

Therefore they don’t feel as much urgency when making decisions about buying homes since they won’t have trouble finding another place once their current one sells and since these buyers tend to settle down permanently rather than renting out apartments while living elsewhere until retirement age comes along…

Write First And Edit Later

Of course, you will want to proofread your work before submitting it. But don’t edit while writing! This is a good way to lose your train of thought and get bogged down in details. You may find yourself spending more time on each sentence than you need to because every change has a ripple effect on the rest of the piece.

It’s better to write first and make these kinds of changes later you can always fix something if it doesn’t make sense, but once it’s gone, it’s gone forever!

Instead, try focusing on writing in an easy-to-understand style that flows easily from one idea or points into another without getting bogged down with unnecessary details. 

Write in a way that makes reading comfortable for readers just like we want our readers’ minds to be at ease when they read our content (or anything else), so too should we put ourselves in their shoes when we’re creating content ourselves!

Crafting compelling blog posts about real estate involves more than just words. Dive into our comprehensive guide, The Complete Guide to Writing Blogs About Real Estate, to learn about the nuances of effective real estate content creation and engagement.

Think Short, Simple Sentences

Short, simple sentences.

A sentence should be no more than 15 words long. The shorter the better, but you’ll have to decide how long is “too long” in each context. Use short words and phrases instead of long ones you’ll sound smarter and your writing will be easier to understand.

Active voice.

The active voice is always preferable because it makes it clear who is doing what: “The buyer accepted the offer,” not “The offer was accepted by the buyer.” If you write in a passive voice, your reader may lose track of who did what to whom or what happened when.

Avoid jargon at all costs!

Jargon can make you sound like a know-it-all and make readers feel stupid because they don’t know what those big words mean either (or maybe they do). 

Never use acronyms if there’s an acronym for the thing you’re talking about; instead, just say “the UAW” (United Auto Workers) or “the UN” (United Nations) rather than “UAW” or “UN”. This also applies when using terms like ‘down payment’ or ‘in escrow’. 

People won’t know what those things are either unless they’ve been around a while so explain them first before using them in your text!

Craft Authentic-Sounding Content

Real estate writing is an art. It’s not just about putting words on paper; it’s about capturing the essential spirit of your client and their home so that potential buyers will be able to envision themselves living there. 

And while there are many ways you can do this from conveying a sense of community in neighborhood descriptions to writing with a clear but simple style the best way is always one that feels natural for you and your audience.

So what does that mean? Good real estate writing should sound like it comes from you, not from some cookie-cutter template or off-the-shelf article generator. 

In other words: don’t try too hard! If you write as if someone else were dictating what words go where (and how often they should be capitalized), then readers may get suspicious about whether or not they really want to trust anything here at all or worse yet, whether the whole thing might just be fake content generated by some bot somewhere else in cyberspace.

Real estate agents can enhance their deal-closing potential through the power of effective writing. Explore our insights on Real Estate Agents: How to Score More Deals with Effective Writing, and learn how to communicate and connect with clients more persuasively.

Be Sure To Proofread Before Publishing

  • Proofread before publishing.
  • Proofreading is a skill that can be learned. It’s not too late to start learning today!
  • Use a thesaurus to find better words when you run into trouble writing your content, or if you’re looking for new ideas on how to word things better and more effectively.
  • Read your content aloud before publishing, to catch any mistakes or awkward phrasing in real-time. You’ll thank yourself later!

Get someone else (preferably not one of your friends or family members) who is also interested in real estate writing as well as grammar and spelling rules to read through it for you this time around they’ll surely catch any mistakes left by yours truly! This will also help build their confidence in editing their work.

Get Inspiration From Successful Blogs, Articles, Or Content You Have Read In The Past

One of the best ways to get inspiration for your real estate writing is to look at what other people are doing. What blogs or articles have you read that made you want to keep reading? The answer may come from a professional writer or blogger, 

But it could also come from friends who are writing hobby pieces on their websites. Reading successful content can give you ideas about how to improve your work and help guide you in the right direction.

Use Specific And Unique Language That Isn’t Overly Sales

Avoid jargon. It can be hard to avoid industry-specific terms, but make sure your writing is accessible to everyone.

Avoid long, complicated words. This can be a challenge when you’re trying to explain something complex, but remember that your readers aren’t experts on the subject matter they just want to know what it means!

Avoid short, simple words and phrases. By keeping things clear and concise in your writing you’ll help them understand what it’s about without having to search for hidden meaning or hidden agendas (which are often found when people try too hard).

Don’t use overly salty language like “the best” or “the fastest.” Not only does this type of language sound insincere (and therefore make people less likely to buy from you), but it also doesn’t give any details about why exactly this product is so great or fast (as opposed to another product). 

Instead, write about how XYZ feature/benefit makes using our service more convenient than using other services available on the market today.”

Write A Compelling Description Of The Listing

One of the most important parts of your listing is the description section. This is where you get to tell potential buyers what they can expect from the house, from curb appeal to the size of the bedrooms. You have to do this in just a few short paragraphs, but it’s possible to capture all that’s special about your property and make it sound like a great place for them to live!

Here are some tips for writing compelling descriptions:

Be detailed and thorough in your descriptions but don’t go overboard! Remember that people are busy these days, so try not to write too much text. Focus on highlighting one or two features that set this home apart from others nearby (like an unusual floor plan or an awesome view).

Make sure everything is accurate (especially if you’re including photos). If there’s any doubt about what something looks like or where it goes, take some time out of writing right now and get things right before posting anything online!

Unlocking the secrets of good real estate writing can significantly boost your content’s impact. In our original article, The Secret of Good Real Estate Writing, we delve into the strategies and tips that can elevate your real estate writing skills to the next level.

Highlight Any Recent Improvements

This is an excellent opportunity to highlight any recent improvements you’ve made to the property. If your home has a new roof, for example, that’s good news! Make sure you let prospective buyers know about it.

The same goes for any other improvements or upgrades you may have recently made new paint on the walls, new flooring in the dining room and kitchen, a new furnace or heating system (or both), air conditioning units upgraded from old window units with tin foil insulation in them you get the idea.

These sorts of things are important because they demonstrate that someone cares enough about their home to make improvements to it over time, which can help sell your house faster and attract more qualified buyers when compared to similar properties in your area where these types of things haven’t been done yet.

Real Estate Writing Can Be Tricky

Real estate writing is a lot different from other types of writing.

The purpose of real estate writing is to get people into the property. So you have to be careful about over-hyping it because if you do that and they don’t like what they see, they’ll just walk away and never come back.

Real estate writing often requires collaboration between multiple parties the seller and their agent, the writer/publisher and their editor (or editors), any contractors involved in putting together an ad or brochure, etc. so there’s always more than one person involved with making sure everything flows smoothly before publication.

Finally, since most buyers are looking at homes online these days instead of visiting them in person (at least initially), real estate copy often needs to be written with SEO keywords in mind so potential buyers can find it when searching for homes on Google or Zillow

Navigating the world of real estate content writing requires skill and strategy. Gain valuable insights from our article, How to Succeed at Real Estate Content Writing, and discover how to create engaging and informative content that resonates with your audience.


As you can see, there are lots of factors that come into play when writing real estate content. If you approach your work with these tips in mind, you’ll be on your way to creating authentic marketing material that will resonate with your audience.

Further Reading

Explore these additional resources to enhance your knowledge of real estate writing and investment:

The Secret Formula for Writing a Property Description That Sells Discover the key components and techniques for creating property descriptions that effectively attract potential buyers and drive sales.

Habits of Successful Real Estate Investors Learn from the habits and practices of successful real estate investors, gaining insights into what it takes to thrive in the real estate market.

Top 29 Secrets to Become a Successful Real Estate Investor Delve into a comprehensive list of 29 secrets and strategies that can guide you on your journey to becoming a successful real estate investor.


How can I improve my property descriptions to boost sales?

Enhancing property descriptions involves highlighting unique features, using descriptive language, and focusing on benefits for potential buyers. By following the secret formula detailed in The Secret Formula for Writing a Property Description That Sells, you can create compelling descriptions that resonate with buyers.

What are some habits of successful real estate investors?

Successful real estate investors often share common habits, strategies, and mindsets that contribute to their achievements. To gain insights into these habits, check out the article on Habits of Successful Real Estate Investors on Investopedia.

What are the top secrets to becoming a successful real estate investor?

Becoming a successful real estate investor requires knowledge, dedication, and a solid strategy. For an in-depth list of secrets and strategies, explore the resource titled Top 29 Secrets to Become a Successful Real Estate Investor for valuable insights and advice.

How can I succeed in the competitive world of real estate investment?

Succeeding in real estate investment involves understanding market trends, developing effective strategies, and continuously learning from successful investors. Discover practical tips and advice in the article Top 29 Secrets to Become a Successful Real Estate Investor to help you thrive in this competitive field.

How can I effectively manage my real estate investment portfolio?

Managing a real estate investment portfolio requires organization, analysis, and decision-making. Learn from successful investors and their experiences by exploring the habits and practices outlined in Habits of Successful Real Estate Investors on Investopedia.