With the residential property and commercial real estate market saturated with content from estate agents, property search agents, housebuilders, construction firms and commercial property developers, the need for companies to differentiate themselves is greater than ever. That’s before you account for all the associated professions including architects, property solicitors, real estate investment companies, property managers, quantity surveyors, planning agencies, landlords, property tech companies and interior designers. With over 80% of property searches now starting online, your brand and property descriptions have gone beyond window displays. You now need to use localised SEO-rich content and target relevant keywords that generate clicks, likes and shares, as well as appeal to the requirements and imaginations of potential buyers. While homebuyers’ shifting preferences keep the target moving, it also exposes new opportunities. That’s where good property copywriting can make all the difference.
As a property brand, to stand out from the crowd, you must focus on your unique values, experience, abilities, knowledge and personality. The copy should build confidence and engender trust, speaking directly to your audience with an authoritative voice and engaging tone. In a market renowned for smooth-talking, people have to believe that they are your only customer. People don’t fall for schmooze anymore. They want authenticity and value, not hype and hyperbole. So, you must be careful not to overpromise – it always ends in disappointment. So, ditch the cliches and always keep your descriptions clear, concise and informative. Soe the seeds by all means but leave the dreaming to the reader.
When marketing a residential property, people very rarely buy a house or flat on what is but rather on what could be. Therefore, consider the optimum buyer and make an emotional connection with them by creating a narrative that showcases the property’s best features and the lifestyle benefits that living in the house or flat will bring. Spark their imagination with suggestion and use descriptive language and words that evoke the senses and paint a picture of what could be. As it’s often the first thing a potential buyer will read, always start with a clear and compelling headline that will capture people’s attention whether this is price-based, location-based, amenity based or something that has curb appeal.
While copywriting for commercial real estate is similar, it is based on a different set of criteria. The writing should be concise and provide the information the potential buyer needs in an easy-to-understand format. The language you use should appeal to the practical sense of the buyer or investor by focusing on the value that locating their business at the premises will bring. Whether writing about office space, retail space or an industrial setting, the copy should answer questions the buyer is likely to have such as its location, on-site facilities and proximity to valuable business amenities, resources or suppliers, access to the national transport network, the cost and length of the contract, expansion space, and what operational and maintenance costs are involved.
When writing for the property sector, the style and tone of copy can vary depending on the type of property, the audience and the sales channel. However, there are a handful of rules that almost always apply.
- Write specifically for your target market. Put yourself in the buyer’s shoes.
- Always use an active voice instead of a passive voice.
- Write in a conversational tone but keep the copy concise and get to the point quickly.
- Focus on the key features and benefits, and remove unnecessary details that add little value.
- Maintain positivity and enthusiasm throughout, whatever you think of the property.
- Include a compelling CTA (call-to-action) that prompts potential buyers to act.
- Include relevant SEO keywords that potential buyers are likely to search for.
- Always proofread your copy. Typos and grammatical errors can detract and confuse.
I’ve been writing for the property sector and real estate market for almost 30 years. I’ve worked with companies all over the world, updating websites, writing property listings and preparing vision documents, targeting potential buyers and investors. If you would like t talk to an experienced property copywriter, please contact me.
