Did you know that you can close more sales with the help of real estate copywriting? Copywriting has become an essential part of real estate marketing in the past decade. From home listings on popular real estate websites to social media marketing campaigns for real estate, copywriting comes into play on every avenue. As a real estate professional or copywriter, you can target a wide real estate audience with the help of right copywriting. In this blog, we will see how copywriting for real estate is different from ad copy writing for any other niche. Moreover, you will learn new tips for writing a real estate copy that sells.
How is Real Estate Copywriting Different from Others?
Copywriting for real estate is different from other types of copywriting because it requires a unique approach that appeals to potential home buyers or sellers. A real estate ad is meant to close bigger deals, such as get conversions on homes for sales offers. Thus, a good copy for real estate listing can increase your chances of landing bigger clients. The following are some of the key differences between real estate copywriting and other types of copywriting:
Right Brain Appeal:
Emotions are better action-drivers than your thoughts.The right brain marketing suggests that emotions can be powerful action-prompts. [1]
Real estate copywriting needs to tap into the emotions of potential buyers or sellers, such as the desire for a dream home or the excitement of a new beginning.
Highlighting unique features: Real estate copywriting should emphasize the unique features and selling points of a property, such as the location, size, and style.
Experiential Expressions:
Real estate copywriting should convey the experience of living in the property, rather than just the property itself. This can be achieved through descriptions of the local community, nearby amenities, and lifestyle opportunities.
Picture This:
Real estate copywriting should be accompanied by high-quality visuals that showcase the property, such as photos, floor plans, and virtual tours.
By keeping these differences in mind, you can create an effective and compelling copy that connects with potential buyers and sellers, and helps sell properties.
What are The Unique Ingredients of Real Estate Copywriting?
Copywriting for real estate requires a specific approach that appeals to potential home buyers or sellers. The following are some of the unique elements of copywriting for real estate:
Emotional Appeal:
Real estate copywriting often needs to tap into the emotions of potential buyers or sellers, such as the desire for a dream home or the excitement of a new beginning.
Property Highlights:
Real estate copywriting should emphasize the unique features and selling points of a property, such as the location, size, style, and special amenities.
Lifestyle Focus:
New home means new life experiences. It is a symbol of a new beginning for new property owners. Real estate copywriting should convey the experience of living in the property, rather than just the property itself. This can be achieved through descriptions of the local community, nearby amenities, and lifestyle opportunities.
Include Visuals:
High-quality visuals, such as photos, floor plans, and virtual tours, are an important component of real estate copywriting. These visuals help bring the property to life for potential buyers and sellers.
Target Audience Consideration:
Real estate copywriting should be tailored to the specific target audience for the property, such as families, retirees, or first-time home buyers. Understanding the audience and what appeals to them is critical for creating effective real estate copy.
Unique Selling Proposition (USP):
Real estate copywriting should emphasize what sets the property apart from other properties on the market and why it is a desirable choice for potential buyers.
By incorporating these unique elements into real estate copywriting, copywriters can create compelling copy that connects with potential buyers and sellers and helps sell properties.
Real estate Copywriting Vs. Generic Copywriting
Example of Real Estate Copywriting
“Welcome to your dream home! Nestled in a peaceful, tree-lined neighborhood, this stunning property offers the perfect blend of urban convenience and suburban serenity. With its spacious rooms, open floor plan, and natural light, this home is designed to help you live, laugh, and love life to the fullest.
As you walk through the front door, you’ll be greeted by a warm and inviting living room that sets the tone for the rest of the home. The sleek and modern kitchen is perfect for whipping up a gourmet meal, while the large bedrooms offer plenty of space for rest and relaxation. And, with its beautiful backyard and patio, you can enjoy the great outdoors in your own private oasis.
Experience the best of both worlds with this property, which is conveniently located just minutes from downtown and all its amenities. Whether you’re shopping, dining, or just enjoying the nightlife, you’ll never be far from the action. And, with top-rated schools and parks nearby, you’ll enjoy the best of everything this community has to offer.
So why wait? Make this house your home today and start living the life you’ve always dreamed of!”
Example of Copywriting for a Generic Consumer Good
“Introducing the must-have item of the year! Our product is designed to make your life easier and more enjoyable, no matter what you’re up to. With its sleek design and high-quality materials, you’ll love the way it looks and feels.
Whether you’re cooking up a storm in the kitchen, relaxing on the couch, or on the go, our product is there to help. With its advanced features and user-friendly design, you’ll get the most out of every moment.
So why wait? Treat yourself to the best and start enjoying the benefits of our product today. With its unbeatable value and outstanding performance, you’ll be glad you made the choice. Order now and see for yourself why so many people are raving about our product!”
Did You Notice the Difference?
In the first copy, the focus is on the property itself and the experience of living in it. The copywriter highlights the location, interior, and exterior of the property, and appeals to the emotions of potential buyers by emphasizing the warmth and comfort of the home. The copy is also tailored to the target audience of families or people looking for a suburban lifestyle.
In the second copy, the focus is on the benefits of the product and how it can make the consumer’s life easier and more enjoyable. The copywriter highlights the sleek design and high-quality materials of the product, and encourages consumers to take action by emphasizing the “must-have” status of the product. The copy is written in a way that can be used to sell a variety of consumer goods, but still highlights the unique selling points of the specific product being sold.
In summary, the main difference between the two copies is the focus on the property versus the product. Similarly, the language used in each example is different to appeal to the emotions and needs of the target audience.
Free Real Estate Copywriting Template (Re-Usable):
- Introduction:
Start with a hook that grabs the reader’s attention and sets the tone for the rest of the copy. Use language that appeals to the emotions of potential buyers, such as warmth and comfort.
- Location:
Highlight the location of the property, including nearby amenities and the local community. Emphasize the benefits of living in the area, such as safety, convenience, and easy access to public transportation.
- Property details:
Describe the interior and exterior of the property, including the number of rooms, bathrooms, and square footage. Use descriptive language that creates a mental image of the space and appeals to the emotions of potential buyers.
- Unique features:
Highlight any unique features of the property, such as a spacious backyard, a modern kitchen, or a cozy fireplace. Emphasize the benefits of these features, such as extra space for entertaining or a relaxing environment.
- Lifestyle appeal:
Show how the property and its location can contribute to a specific lifestyle, such as a suburban family life or a modern city living experience. Use language that appeals to the emotions and desires of the target audience.
- Call-to-action:
End the copy with a strong call-to-action that encourages potential buyers to take the next step. Offer a free tour or schedule a viewing, and emphasize the benefits of taking immediate action.
- Contact information:
Provide contact information, such as a phone number or email address, for potential buyers to reach out for more information or to schedule a viewing.
In this template, the focus is on highlighting the location, property details, and unique features that appeal to the emotions and desires of the target audience. The use of descriptive language, lifestyle appeal, and a strong call-to-action encourages potential buyers to take the next step and view the property in person.
Pro Tip: Use AI Writing Assistant for Faster and Accurate Real Estate Copywriting
Conclusion
Real estate copywriting has tremendous potential to win customer’s attention and close more deals. With the right real estate copywriting assets by their side, real estate agents can make more sales. AI has changed real estate copywriting, so realtors can efficiently write marketing copies for multiple listings.
References:
[1] Right Brain Marketing Vs Left Brain Marketing – SimonKingsNorth
