Copywriting for Real Estate Listings: Tap into the Power of Storytelling
When copywriting for real estate, you’re not just selling a house with four walls and a roof; you’re selling potential buyers a dream lifestyle. While most agents are great at highlighting this concept through the photography they commission, the property description is often an afterthought. That’s where tapping into the power of storytelling when writing real estate listings can really help.
As a real estate copywriter, I’m all about using words to tell a story. So that potential buyers can imagine living, working and playing inside a home. I also like to paint a picture about a home’s full possibilities. A big, level block could have the potential for adding a resort-style pool or studio accommodation. An easy-care lawn and garden means a potential buyer doesn’t have to spend much spare time doing yard maintenance. A home near a playground offers a fun escape for families with small kids.
Here are five simple storytelling tips to make your next property listing truly unforgettable:
1. Craft compelling headlines
Grabbing the reader’s attention from the start is essential to help your listing stand out from the crowd. A well-crafted headline can pique curiosity and encourage potential buyers to click through to an ad and delve deeper into the property description.
Use words that evoke emotion or interest or highlight a standout feature. For example, “Freshly Renovated Contemporary Home – 2 mins from the beach.” Or “Immaculate Family Home in a Peaceful Lakeside Locale.”
2. Use storytelling to create emotions
Describe how a property feels by using emotive language. Telling the story of a home (or a day in the life of a property) can help potential buyers connect with a listing on an emotional level before they even walk through the door. For example, a fireplace feature can become the cosy heart of a home where family and friends gather together on a cold winter’s night. A deck that gets the morning sun can become the ideal place to sit and relax with your morning coffee before the start of a busy day.
3. Showcase standout property features and their benefits
For unique features, tell a story about how that feature could benefit a potential buyer’s life. Copywriting for real estate listings shouldn’t be bland. Concentrate on all the unique benefits a home will deliver to an ideal buyer’s life. For example, a heated saltwater pool means you can swim and keep fit all year round. A luxe bathroom with premium fixtures becomes a spa-like experience and a relaxing way to pamper yourself daily.
4. Highlight the surrounding area
It’s not just about the property but also its surroundings. Paint a picture of the neighbourhood from the quiet, family-friendly street to the home’s proximity to beaches, cafes, schools and shops. Bonus points if there are major landmarks, such as a beautiful beach, within easy walking distance. Highlight how potential buyers can enjoy an early morning walk along the sand with their dog or a refreshing sunrise swim.
5. Inspire a Vision
End with the possibilities for a potential buyer. How can this property change a buyer’s life? Will it give them access to an easy-care, low-maintenance lifestyle? Or offer them the convenience of having all the necessary amenities just minutes away. Does the property and block size allow for future add-ons that can enhance their life? Spell out the vision and then end with a sentence encouraging them to take the next step.
Don’t just sell the house; sell the dream – one story at a time. I hope these five storytelling devices help you to supercharge your next property description. Happy writing!
Need to outsource your copywriting for real estate listings to an experienced real estate copywriter? I work with real estate agents around the Central Coast NSW, Newcastle, Sydney, Lake Macquarie and Australia-wide. Check out my real estate copywriting services or get in touch to request a copy of the Breezy Words Real Estate Copywriting Services Guide.
