If you’ve been overlooking the sales power of copy in your listing descriptions, welcome. You’re not the only one.

Just like your listings don’t sell themselves, no matter how gorgeous the photos and digital walk-through are, you won’t attract new clients without the right marketing copy.

The Basics

  • MLS listings: this space is limited and valuable. Don’t waste it by repeating all of the details that show up in the listing details. Highlight key features, sure, but be mindful of what’s attention-grabbing and what’s duplicitous. I.e. Lot size, year built, etc.
  • The power of words, good and bad, can make or break your listing. Avoid using language that signals distress like “vacant” or “motivated” when describing your listings and its sellers.
  • Callout updates and improvements that add value to the home: landscaping, new flooring or appliances, remodeled kitchen, etc.

Below we break down four pro copywriting tips from the pro team over at The Content Panel to supercharge your listings, best market yourself, and get you closing more deals.

Tip #1: Share your experience and qualifications.

Home buyers and sellers want to know you have what it takes to make a transaction seamless. Don’t be shy about sharing your professional experience, affiliations and certifications. Do you specialize in a particular market? Great with relocations? Tell your audience what you’re good at. And don’t forget to personalize your messaging — people hire you because you stand out from the crowd, not because you have the longest list of skills.

While you want to be seen as competent, your audience also wants to see you be human. They want to know you care not only about the transaction, but about their specific sets of needs as well.

Tip #2: Maintain a hyper-local focus.

Real estate offers you the opportunity to niche down into particular regions, allowing you to showcase your expertise and familiarity of all the hot spots, shopping centers, neighborhoods, and even local small businesses. This information helps you craft copy that is specific to the area you’re selling in, providing a full picture for the family or couple looking to move into the neighborhood. Keep your area of focus written throughout your copy to attract those looking for real estate in the areas you serve.

Tip #3: Mind your headlines.

Headlines are the one opportunity you have to grab your audience’s attention. If it’s not sparking interest, they’re missing everything else you have to say about your listings. Write headlines that center around the specifics your clients want. Are they looking for a cottage style home or a penthouse escape hidden in the hills?

Write their dream home into your copy. Follow up by addressing any objections you think your audience may have. Do they think it’s unaffordable? Address how easy financing is. And don’t forget to add a sense of urgency; buyers know good homes don’t stay on the market for long!

Tip #4: Spotlight the best aspects while speaking to your target audience.

Every property has a unique selling point and the perfect owners who will love it and make it their own. It’s your job to highlight those specific features while speaking directly to the new homeowner. Is it a family home with a large backyard and schools nearby? Speak directly to the parents. Is it a swanky uptown condo that seeps of status symbol? Speak to that millionaire entrepreneur looking for a home that doubles as an accessory.

Your listing descriptions need a personal flair that cater to the home buyers you’re trying to reach. Let them know why your listing is exactly what they’re looking for by playing into their vision. Then, let them know why you’re the best one for the job.