6 Steps to Writing Real Estate Copy That Sells
by
Creating a compelling Classified Ad for Real Estate Services by Lori Ballen
Here are some suggested sites to place your ad (besides your own site of course)
www.ClassifiedAds.com
www.Backpage.com
www.MerchantCircle.com
www.Craigslist.com (rules,rules,rules)
www.ebayclassifiedads.com
www.OLX.com
www.oodle.com
www.ForSaleByYou.com
www.Activerain.com (blog, but you can promote listings the same)
www.Blogger.com
www.ClassifiedAds.com
www.Backpage.com
www.MerchantCircle.com
www.Craigslist.com (rules,rules,rules)
www.ebayclassifiedads.com
www.OLX.com
www.oodle.com
www.ForSaleByYou.com
www.Activerain.com (blog, but you can promote listings the same)
www.Blogger.com
Writing listing copy is a part of every real estate agent’s job, but it’s often the hardest part. It might not seem difficult to write down the specifications and details about a house, and if that’s all there was to it the process might be simple. But in order to write copy that sells your real estate descriptions have to go much farther. Fortunately, there are some tips you can keep in mind to ensure your listing descriptions engage your audience and sell your listed properties faster.
Specificity Matters
It’s not enough to simply write that there are top of the line appliances. Home buyers know exactly what they want, so you have to take the extra step and list the specifics. What are the brand names? What specific styles were used? What color paint was the home just painted in? As many details as you know should be included in the description.
Show, Don’t Tell
Saying a living room is large tells the buyer information, and listing the exact dimensions is even better. But to really sell your buyer you need to tell a story. It’s not just a large living room, it’s the perfect space to entertain your friends, or large enough to host the entire family for the holidays. Now you’re starting to tell them a story, bring them into the home, and show them how they could utilize the space. That’s what will ultimately sell your home.
Avoid Overused Words
Another thing to consider when creating real estate content is the type of wording you use. There are several words that are used far too often in real estate content and are more than likely to warrant an eye roll instead of interest. Some of these words include “stunning”, “contemporary”, “immaculate”, “oversized”, “luxury”, and the like. Also, never use terms like “motivated seller” because all your buyer hears is “desperate”.
Local Matters
Always be sure to tie the home you’re writing about back to its community. You may be surprised how often real estate agents forget to add things like proximity to local schools, dining, attractions, parks, and other important local information in their real estate listings. Be sure you give your buyers a feel for where they’ll be living by not only allowing them to imagine what the house feels like but what the community feels like, as well.
Do Your Research on What Works
Do research on the things that are already working for real estate agents as far as sales copy and descriptions go. For instance, studies have shown that words like “gorgeous”, “beautiful”, and “landscaping” are influential in selling homes. Ask people who have recently purchased homes what caught their eye about the description of their home, and survey them about the things they were looking for in the real estate content they viewed. The more you can see your content through the eyes of your buyer the better off you’ll be and the more homes you’ll sell.
Don’t Forget to Revise
If writing is a struggle for you it might be tempting to hit “publish” as soon as your content is complete. However, if you truly want to develop content that sells be sure you revise and edit your content at least twice. Read it over after you’ve put it aside for awhile. Does it say what you want it to say? Try to read it as though you were a buyer. Or better yet, have someone you know and trust read it for you and give you some constructive feedback.
Writing content for your listings will take time and effort, but sub-par content will decrease your chance of making a sale. Putting in the effort to create the highest quality descriptions and content you possibly can will pay off in the long run by drawing in interested prospects who are more likely to purchase the homes you’re selling thanks to your accurate and thoughtful writing.
These tips are great for writing the copy, but make sure you also consider SEO and Social Marketing there as well! Promote! Promote! Promote!
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