3 ways to instantly improve your property listing copywriting

Writing a great property description that does the property justice but also doesn't sound like you've thrown all the description words you know on a page is hard.

Here are three tricks I've learned in my time as a professional real estate copywriter that will immediately level up your property descriptions.

Tip #1: Sell the lifestyle, not the building

Your goal is not to describe every shade of white the walls are painted.

Your goal is to describe the memories that the right buyer is going to make in that home and hang pictures of those moments on the walls of that home.

It’s not just about the number of rooms, size of the property or the neighbourhood and location.

It’s about how all of those things together curate a lifestyle that will attract the perfect buyer.

Tip #2: Working out who exactly your target market is

So you know what lifestyle the property you’re listing can offer, now you need get to know your pocket of potential buyers.

There are a variety of buyers who all have different reasons for being in the real estate market.

A few common types of real estate buyers you might work with:

· The growing family that is ready to purchase a home that gives them the space they crave

· The first-home buyer ready to take on home ownership

· The motivated real estate investor looking to build wealth

· The ‘Fixer- Uppers’ on the hunt for their next reno to flip

· The couple wanting to purchase their ‘together’ home

Each of these buyer types have vastly different motivations, needs and wants.

By understanding what type of buyer is most suited to the property you are listing, you can tailor your property listing to speak the language your buyers do and call out the things that are important to them.

Tip #3: Talk the talk

Each buyer’s ideal lifestyle is grounded by their core values.

When we understand what those values are you’ll be able to craft copy that will resonate with your buyers and start to build an emotional connection between them and the property.

Here are a few core values that motivate some real estate buyer types:

- The growing family that is ready to purchase a home that gives them the space they crave

Values:

Safety and security

Key points or call outs to include:

Safe neighbour, fully fenced yard or property located in a col-de-sac

- The motivated real estate investor looking to build wealth

Values:

Ability to build and sustain wealth

Key points or call outs to include:

Ability to subdivide the property, rental income potential or the rate of projected growth in the neighbourhood

Once you’ve unlocked your target audience’s core values, working out the most important things to include in your listing description becomes much easier.

It also means your listings are more targeted and will bring in more qualified leads.

The wrap

The single most important thing to remember when writing a property listing descriptions that you so from a customer centric lens.

Take your listings from good to “Wow, this sounds like a home I can see myself and family in” by:

· Ensuring your listings describe the lifestyle the property will offer potential buyers

· Speaking directly to and addressing the needs of potential buyers as a specific buyer type

· Including property features, benefits and attributes that are linked to the core values of your target audience

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Read these tips and thought, “Great points but this all takes time – time I don’t have”?

Leave the property description writing to me and have more time to do what you do best – sell!

Let’s talk - call or email me today.