Writing Tips for 3 Distinctive Kinds of Real Estate Copy


In today’s real estate market, most people begin their search for a property online. This means that real estate professionals need a well-written website to make first contact with their prospects.

A good website follows the same rules for copy that a direct-mail letter does, but you’re writing for both the prospect and the search engines. So you have to remember to include keywords in the title tag and in your subheads.

Also, posting useful information builds credibility and brings more traffic to a site. Encourage your clients to let you write a few articles that they can place on a resource page. It will boost your income, increase their traffic, and build up their reputation.

Keep-in-Touch Marketing

Real estate professionals depend on referrals for quite a bit of their business. This means they need keep-in-touch marketing tools like newsletters and postcards – materials they can send out to customers and prospects to remind them of the services they provide.

A newsletter is an informational piece that your client will send out periodically. This is good news for you, because it can quickly turn into a regular gig. Newsletters for Realtors usually run two to four pages, and contain useful information for homebuyers and new homeowners. When people receive this information on a consistent basis, they are more likely to provide referrals to the agent sending it.

Postcards are an inexpensive alternative to newsletters. For customers who have recently bought a home, the postcards should have a single, useful tip. For prospects, the postcards should convey a single, powerful benefit they will get when they work with your client.


While most real estate agents prefer to write their own listings and flyers, they will sometimes turn to you to do this work.

All your direct-response copywriting skills will be called upon. You must write hard-hitting, emotional copy that is benefit-rich, and you must do it with as few words as possible. You must also be familiar with local and federal regulations (regarding discrimination, for example) and understand how they affect what you can and can’t write. For example, you may not want to say that a particular four-bedroom home is perfect for a family, because it implies that your client has a certain type of buyer in mind.

When writing copy for listings, there are a few general guidelines to keep in mind. First of all, be honest. Don’t exaggerate. You don’t want potential buyers to feel disappointed when they see the property. Next, make sure you choose your words carefully. Avoid overused phrases and be as specific as possible. Doing so will help set the property apart for your readers. Finally, sell the lifestyle the property offers rather than just its features.

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The Professional Writers’ Alliance

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Published: January 23, 2008

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