Copywriting Strategies for the Real Estate Industry


Our copywriting strategies for the real estate industry help you pinpoint the ideal solutions for your buyers—no matter if you cater to landlords, high-end property investors, or families.

If you’re a real estate agent, run a property investment firm, or you’re a house flipper, this article is designed especially for you.

With a variety of geo-location real estate websites—such as Redfin, Zillow, and Trulia—standing out is not always an easy task.

That’s where quality copywriting comes into play.

Who are we to tell real estate businesses how to operate?

Our professional copywriting team crafts real estate content for a variety of clients in the industry.

From property descriptions for local real estate firms to website content for commercial real estate investment companies, we’ve discovered the formula to sell more properties.

Check out these strategies that reveal how to write for the real estate industry.

Images are half of the equation.

Yes, images are of chief importance.

But so are words.

While searching for the picture-perfect property, your prospects will sift through a variety of photos and make knee-jerk decisions based on first impression aesthetics.

But images hook prospects. Copy is what sells them.

If you’re outlining features in a property description or highlighting benefits in an investment pitch, dive deep into the prospects’ psyche.

What is it that buyers want?

Writing about properties that sell, we’ve discovered that future buyers want…

  • An experience. It’s not enough to exhibit pretty pictures. Instead, prospects want to know what it’s like to eat beneath the chandelier and enjoy coffee on the veranda.
  • Precise/unique features. Buyers want a home with character, not a cookie-cutter property. Ensure that your content showcases what’s truly unique about the place. (Keep reading for more info on that.)
  • Investment assurance. Real estate isn’t cheap, and even if a family decides to live in one place for decades, they want a secure investment.

Write content that illuminates experiential factors. 

So you’ve got a stunning Victorian for sale. The property features include a marble fireplace, a home theater, 3 bedrooms, a spiral staircase, and solid oak hardwood flooring.

While that description embodies a one-of-a-kind find, that illustration won’t fly. Instead, paint a vivid picture of what it’s like to live in this awesome place.

Try this angle instead:

As you walk into the foyer, you feel the home’s authentic charm. This evening, you will be able to dine with your spouse beneath the Tiffany chandelier, or take the meal to your composite deck. As the evening moves on, you can enjoy wine on the wraparound veranda.

Think about how a certain feature will attract a particular buyer. For example, a lakeside property would be ideal for a boater. In the example below, you’ll see how the features forecast an experience:

Screen Shot 2015-12-05 at 11.56.01 AM

Using the strategy showcased above, you are speaking to the boating enthusiasts who would be willing to pay a higher price in light of the experience. 

Don’t skimp on the feature details.  

As we mentioned earlier, buyers look for a unique home. Not just a place to eat and sleep.

This is why the feature details are so important to finding the right buyer, having a more visible listing, and getting the most lucrative sale. However, without the right copy to exhibit the unique features, you won’t gain much traction.

If you’re selling a house with a bookcase that unveils a secret passage, or you have a property that boasts built-in butcher blocks, include the details in your marketing.

It’s not only functionality that the copy needs to illustrate, but also the unique visual appeal. Show off the amenities that few other properties have.

This example reveals how to highlight a one-of-a-kind aesthetic:

With the flip of a switch, the glass conservatory floods with light. You stand in a brand-new glass enclosure that accents your home as if the structure had always been there.

While you lounge in your new addition, you experience the natural beauty of the outdoors while basking in the comfort of home…and all of it happens without losing the authentic charm of your property.

Forecast a brighter financial future.

This strategy goes out to all the investment property business owners out there, but real estate agents and flippers, listen closely.

A home is always an investment, no matter if a family or individual lives there for 5 years or 50 years.

And when people are dropping at least 6 figures, it’s important for the content to tackle financial safety nets.

In the example below, which is copy geared toward investors, our professional copywriting team showcases how to make a profitable real estate investment without taking unnecessary risks.

Screen Shot 2015-12-05 at 11.57.09 AM

Are you working on your real estate marketing? We’ll help you out.

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