Getting potential buyers interested in a new listing requires skill, time, and patience. One of the most effective ways to pull people into a property is through the description. But copywriting for a new listing can be daunting if you’re not well-versed in what it takes to write a good, descriptive piece.
Copywriting as a REALTOR® doesn’t have to be complicated; you just have to know what to put in, what to leave out, and how to gain the most interest through words alone.
Short and Sweet Goes a Long Way
While it may be tempting to go over every single item the property offers, that’s not feasible. You want to pick the best features and offer potential buyers a tease. For example, suppose the seller updated the backyard and turned it into a garden oasis. In that case, you can use that by offering potential buyers a small piece of what makes it so great.
Go Easy on the Numbers But Don’t Leave Them out Altogether
Property descriptions are heavily word-based, so slipping in a few numbers here and there will make those aspects stand out. For example, adding that the house is a 5-minute walk away from a plaza with every store a person could need may bring in people who love to be close to shops.
The number of bedrooms, bathrooms, and extra rooms can also create a lot of interest in the property. Just be sure to avoid going overboard with numbers because too many can be overwhelming.
Focus on Selling Points and Keep Them Wanting More
You don’t want to drone on about every single amenity the property offers. You want to stick to the highlights. What’s unique about this particular property? Include only the best and most unique features in your copy.
You want to give the potential buyer enough to spark their interest but not so much that they know everything there is to know without ever stepping foot in the door.
Write to Your Ideal Client
Remember who your ideal client is regarding the property and who you’re trying to target. You want to use your copy to pull in the “right” buyer, and you can do that by tailoring how it reads to them.
Are you selling a large, 4-bedroom home? If so, you’ll want to gear your copy towards families and add school district information or parks in the area. If the property is sized for a single working professional, shift your focus onto things that would catch their interest.
Stay Away from Buzzwords
Real estate agents know all the buzzwords to add to a listing, but buyers are getting savvier with these words. For example, when buyers see the words charming and cozy, they assume the property is much smaller and older than it looks.
Instead of using these words, you can describe the same thing using a one-liner. For example, to describe a cozy and charming home, you could say, “curl up in front of your classic fireplace powerful enough to heat your entire first floor.” It’s all about changing the narrative to draw people in.
Copywriting isn’t always easy, but there are simple tricks you can utilize to put your best words out there regarding property descriptions. If you’re stuck on how to create the best copy, contact us today! We can help you improve your copywriting game and attract more potential buyers.