In general, real estate copywriting is designed to get the reader to take some kind of action that the writer wants them to take. This could be something like downloading an e-book, clicking on a Facebook ad, or RSVPing to an open house. The goal of copywriting is always to get the reader to take some kind of action.
Realtors who think they are natural-born salespeople may be surprised to learn that most Realtors struggle with copywriting. Following are seven real estate copywriting rules that professional writers swear by. These rules can help Realtors write persuasive copy.
1. Transform Features Into Benefits
The most effective way to get someone to do something is to appeal to their emotional needs or desires. Emotional arguments are more persuasive than factual arguments, even if people don’t realize it.
The only problem is that your listings don’t come with ready-made emotional arguments to persuade a buyer to attend your open house. Instead, you get a list of features. Here’s how to do it:
First, list all of the features of your subject matter. It could be a listing, an email newsletter, or even your brokerage or personal brand. Next, determine a benefit of each feature—one that appeals to emotional needs or desires. For example, if you are a real estate agent, your subject matter might be: -Home listings -Expertise in a certain type of home -Your personal brand And the benefits might be: -Having a home that meets your needs -Making the process of buying a home easier -Building trust with a reputable agent
2. Start With a Pain Point, Then Offer Your Solution
If you ever want to convince someone of something, you need to show them that you understand their perspective too. Just stating your own side of the story is not enough.
Copywriters should start their copy by addressing a pain point for their readers before presenting a solution. Good copy should make readers nod along and think, “This person gets me!” Once you’ve built that bond, you can pitch your solution.
3. Write Without Fear, Edit Without Mercy
It is more important to have a good finish than a good start when it comes to copywriting, just as it is more important to have a good relationship with customers than it is to get leads. Here’s how to do it:
Start by writing down your list of benefits, without judging or editing what you write. Once you have something written, you can start to edit it. For now, don’t worry about grammar or spelling mistakes, you can fix those later. Just focus on your goal. Make sure your copy appeals to your reader’s emotions and addresses a pain point while offering a solution. If it doesn’t, keep editing until it does.
If you feel your language is lacklustre, try using a thesaurus to find more colourful words. Is your garden simply “nice”, or is it a “lush oasis”?
The goal of copywriting is to convince the reader to do something you want them to do. Whether you want them to download your e-book, click on your Facebook ad, or RSVP to your open house, good copy will always inspire action.
Most Realtors have trouble with copywriting, not because they lack the skill, but because they don’t know the rules. Here are seven professional tips to help improve your real estate copywriting.
2. Start With a Pain Point, Then Offer Your Solution
If you want to convince someone of something, you need to show them that you understand their perspective. Just stating your own side of the story is not enough.
Many copywriters begin their work by addressing a problem that their readers may have, rather than immediately presenting a solution. This allows the copywriter to establish a connection with the reader, who will then be more receptive to the pitch.
For example, let’s say you’re writing copy for a landing page to get people to sign up for your email newsletter about off-market listings. Here’s how your copy might sound if you focus on your solution without acknowledging your readers’ pain point first:
The following text sounds better when you begin by addressing the reader’s pain point.
3. Write Without Fear, Edit Without Mercy
The most important thing for a Realtor is to follow up with their leads, regardless of how they got them. The same is true for copywriters – it’s more important to finish well than to start well. Here’s how to do it:
Start by writing out a list of benefits, without worrying about being perfect. Just get something down on paper. Once you have something, you can start editing it. For now, don’t worry about grammar or spelling mistakes. Just focus on what you’re trying to say. Does your copy make the reader feel something? Does it talk about a problem and offer a solution? If it doesn’t, keep editing until it does.
If you want to add more emotion to your writing, look up synonyms for the words you are using in a thesaurus and find ones that better convey what you are trying to say. For example, instead of describing a garden as being “nice,” you could describe it as being a “lush oasis.”
If you want a cheat sheet of descriptive real estate words that appeal to emotion, check out my guide to descriptive real estate words here:
723 Descriptive Real Estate Words Top Listing Agents Use to Sell Homes
4. Write at Least 3 Versions of Your Headline or Subject Line
If you want your copy to be successful, you should write multiple versions of your title and choose the best one. This is because the title is what will draw people in and make them want to read more. If your title isn’t good enough, people will simply move on and never read the rest of your copy, no matter how good it is.
If you have a hard time coming up with three different versions of your headline, try some of these common headline formulas:
FOMO Headlines (Fear of Missing Out)
- XX Homes Just Sold for $XXXXX Over Ask in [your farm area]!
- Here Are XX Market Indicators That Show Prices Will Explode in [your farm areas]
- Owner Says to Sell Yesterday!
Ask a Scary Question Headlines
- Are We Heading for a Recession?
- Are You Ready to Sell Before Interest Rates Rise?
- When Will the Housing Bubble Pop in [your farm area]?
Expert Advice Headlines
- When XX Economists Think Interest Rates are Going WAY Up
- X Home Stagers Reveal the Best Affordable Couches
- A Lawyer Answers Your Most Common Real Estate Questions
Curiosity-building Headlines
- Experts Say Painting Your Home This Color Will Help It Sell Faster & for More $$$
- Zillow Research Says This Month Is the Best Time to Sell
- The XX Home Renovations That Have the Best ROI
5. Writer Like Ernest & Albert
You need to use simple words and short sentences if you want people to read your text. You should also get to the point as quickly as possible.
If you want to discuss complex issues, Twitter is not the best platform. Your followers will give you instant feedback, but it is likely to be one-sided.
If you want to learn to be concise without sacrificing emotion, try discussing complex issues or writing one-liner jokes for your Twitter audience. You will get instant feedback on your writing from your followers.
If you’re still struggling, it might be time to contact a professional. You can find experienced and talented real estate copywriters on Fiverr starting at just five dollars.
6. Read Your Copy Out Loud
After editing your copy for content, the next step is to edit for style. This can be a difficult process, and even great writers can make mistakes. You may spend hours editing your work, only to end up with something that is worse than the original.
Reading your copy out loud can help you to identify errors in your writing so that you can make corrections. This is especially useful for finding errors in grammar and punctuation. Additionally, reading your work aloud can help you to identify areas where your writing is unclear or awkward.
7. A/B Test Whenever You Can
The coolest thing about being a copywriter in 2022 is that you have access to tools that would have cost tens of thousands of dollars even 15 years ago. One of the most useful is being able to test different versions of your copy on a real live audience to see how they respond.
A/B testing is a method of comparing two versions of something to see which performs better. In the context of digital marketing, it can be used to compare the effectiveness of two headlines or subject lines.
If you want to split-test your emails or email subject lines, use a CRM or email marketing platform that allows you to split-test. Mailchimp and LionDesk both have easy-to-use split-testing features for email campaigns. If you want to split-test copy for your landing pages, then use a platform like Real Geeks or Unbounce.
Writing real estate ads
No one will buy the property if your ad is boring.
Is there a reason why you think that no one has been contacting you lately?
If your advertising isn’t working, it might be because your copy is bad. Let’s fix that.
The headline of a great real estate ad is just the beginning of what makes it great. There are several components that make up a great ad.
Writing real estate headlines
The headline of a real estate listing is the most important element in drawing an audience to read the ad.
I’ll give you a hint — nope!
This is just the address, followed by some basic information. Imagine if your listing had an exciting headline. You would really stand out from the crowd then.
No matter what you’re writing- whether it’s for a Facebook ad, Kijiji listing, or magazine- there are some rules that always apply.
Price based headlines
The price of a house is a key factor in whether or not it will be sold.
The perfect element to include in your headline to draw interested customers in is _____.
People that are flipping homes? You need to understand your target market better. Do you usually sell to people who buy homes as an investment? People with low incomes? People who are flipping homes? Here are some examples:
- “Priced to Sell Fast”: This is effective because it promotes urgency. It makes people feel that they are going to miss out on a great deal, and they will be more likely to click your ad.
- “Make an Offer!”: One of the most staple copywriting principles is calls to action — telling the reader to take some form of action, or in this case, make an offer. When they check out your ad, it will be on their mind.
- “Incredible Investment Opportunity”: Obviously you have to be telling the truth. Don’t use this headline on a house you know is going to tank faster than your high school grades. Investors are looking to, of course, invest in a property. If you’re confident that it will have a good ROI, mentioning in the headline will attract the right buyers. Many times they have to browse through listings and find these types of properties themselves. A.K.A, you’re also saving them time.
- “Priced Below the Appraisal Amount“: This screams a great deal and saving money. Who doesn’t want that? Most people are going to be very budget sensitive when purchasing property, so you’re speaking to their emotions and needs.
Location-based headlines
The price isn’t everything. Here are some ways you can integrate that into your real estate headlines:
- “Breathtaking View”: Are you selling a property that overlooks the city? A beautiful lake or something similar? Then you need to add this into your headline. This needs to be accompanied by high-quality photos of the “breathtaking view”, of course.
- “Heart of the Metropolis”: Some people love living in the heart of the big city. Think New York City, Toronto, Los Angeles, or Chicago. The hustle and bustle get them excited. They love the noise and stimulation. If you’re selling property in a metropolitan area, like condos or apartments, I’d suggest giving this a shot.
- “Tucked Away in Private”: Not everyone wants a property that screams for attention. Some prefer a relaxed and private environment. Are you selling a property that’s tucked away and hidden? Odds are you will get people that value their privacy, and this headline will resonate with them.
Summing up real estate copywriting
Real estate is cutthroat.
Whilst many people aspire to become agents and make millions, very few actually achieve this.
You can improve your business by either delivering a better product or by delivering better marketing.
In your case, you need to make your copy more interesting so that you stand out as the best and get more clients.
This all begins with the headline of a real estate ad.
