Words are important. When selling a home, the right words attract buyers, the wrong ones send them running.
Real estate copywriting plays a significant role in developing a strong inbound marketing strategy. The few words used on a Google ad, Facebook post, or your website should be impactful, intriguing, brief, and honest.
When it comes to real estate inbound marketing, quality content is key. Particularly in real estate marketing, some descriptions and buzzwords quickly turn off house hunters.
Here are our tips for improving your real estate copywriting!
What is Copywriting?
You read and hear examples of excellent and awful copywriting everyday! The best copywriters string a few words or sentences together that pique your interest and stick with you.
Copywriting is essential to marketing and search engine optimization (SEO). It’s the persuasive words or phrases used to get someone to think, feel, or do something.
With real estate copywriting, for example, you want a potential buyer to feel connected to a home or to set up an appointment with one of your real estate agents.
Good copywriting sets you apart from the pack and tells your audience why they should choose you over the competition.
Tips to Improve Your Real Estate Copywriting
Think of copywriting like a puzzle. There are only so many pieces that fit together to create the bigger picture. Your job is to connect the words that develop the perfect final product.
Use a copywriter’s lens when developing content for your website, digital ads, and even radio spots. Consider these tips.
- Keep it brief. You are not writing a novel, you’re using quick, succinct language to catch someone’s attention. Use active, not passive, voice to inspire your audience to do something. And edit out unnecessary words to stick to the point.
- Be specific. Vague or cliched language feels old and overused. Whether you are writing about your business or a specific listing, find words that highlight what make it special.
- Be honest. Avoid hyping up or overselling something. People don’t appreciate being tricked! Authenticity is valued and goes a long way in building a credible brand.
- Make them think. Can you get your message across in an unusual way? Offering a different perspective makes your words more memorable. For example, instead of a Facebook ad that says “New listing in Charlottesville!” try something like, “One key unlocks your new happy place. See what’s waiting for you in Charlottesville.”
- Find a connection. For a brief moment, you’ve got your audience’s attention. What do you know about your audience that will resonate with them? Maybe it’s using language specific to that neighborhood or touching on a trend that you’ve noticed in the community. Let them know you’re paying attention to their needs.
- Tell them what to do. We’re not advocating that you should be bossy, however, it’s important to direct your audience. Use that active language to nudge them in the right direction: “Schedule an appointment,” “visit our website,” “learn more,” or “take a tour” are all short and sweet directives that lead your audience to the next step.
- Avoid jargon and overused phrases. We’ve got a whole section on this…
Phrases to Avoid in Real Estate Copywriting
Chances are, you know these phrases. You’ve seen them on nearly every real estate website or ad. You get that they are tired and unhelpful, but sometimes they feel safe and easy.
Don’t fall into that trap! Avoid using buzzwords, catch phrases, and industry jargon. It sounds canned, lazy, and inauthentic!
Instead, be honest and descriptive. Provide details. Share valuable and usable information.
Whether putting together a listing, ad, or web content, here are words and phrases you can leave behind:
Quaint, cute, or cozy: Let’s face it, this means “small.”
What you can say: Simply provide dimensions and let your audience determine if it works for them.
Fixer upper or “needs TLC”: This house needs work, but your audience might read into it and think it’s a trainwreck.
What you can say: Focus on the positive features. If necessary, share that it’s a great investment for someone who can (fill in the blank… paint, garden, remodel a bathroom, etc).
High-end or luxury: This doesn’t say much, and those terms are relative to the market.
What you can say: Tell people what makes it high end! Does it feature a chef’s kitchen with granite countertops, tile backsplash and a double oven? Is there a well-maintained tennis court in the backyard? Provide the details and let the buyer determine if the high-end features work for them.
“Within walking distance” or “close to it all!”: Again, this is relative! Is “close” around the block or two miles? Are there sidewalks and are the roads safe enough to cross?
What you can say: Provide a list of nearby amenities and the actual distance. Including a pinned map is extra helpful!
“Move-in ready” or updated: It’s nice to know that a home is ready and waiting for you to walk in. But one person’s idea of “move-in ready” can be completely different for someone else.
What you can say: Share the actual updates that were made: new windows in 2021, refurbished hardwood floors throughout, roof replaced in 2018, etc.
There are plenty of overused phrases in real estate! In real estate copywriting, carefully consider your language and what it portrays to potential buyers. Be creative, descriptive, and authentic. You will attract the people who are truly interested in your business and your homes.
Words Matter in Real Estate Copywriting
Inbound marketing is all about quality content, so real estate copywriting matters. The words you choose matter.
Good copywriting is essentially a call to action. It moves your audience to do something: visit your website, click on a listing, drive by a home, schedule an appointment, etc.
Work to develop creative and meaningful content that connects with your audience and leads them down the next step on their home buying journey.
Need help? Contact Logical SEO to build a successful content strategy today!