When listing a property for sale, the written description plays a crucial role in enticing potential buyers. However, many real estate agents struggle to find the time and copywriting skills to craft persuasive content around listings. This is where a dedicated property copywriter comes in.
The Role of a Property Copywriter
A property copywriter specialises in creating compelling copy specifically designed to sell residential or commercial real estate listings faster. Their core responsibilities include:
- Writing emotionally appealing property descriptions to generate more inquiries
- Producing additional marketing content to support the listing like brochures and emails
- Optimising copy for keywords to improve visibility
- Highlighting desirable features using strong copywriting and marketing skills
A property copywriter combines expertise in showcasing home details with an understanding of what language psychologically appeals to buyers most.
“Property copywriters bridge the gap between conveying property features and crafting content that connects emotionally with buyers,” says Michael Scott, founder of Property Copywriters Inc.
Unlike general freelance writers, copywriters focus intensely on conversions and persuading readers.
What Content Does a Property Copywriter Create?
These specialised writers produce various types of real estate content, all geared towards selling listings faster. Common projects include:
MLS Listing Descriptions
Most importantly, property copywriters write the core sales descriptions hosted on Multiple Listing Services (MLS). The narrative here spotlights desirable features using compelling phrasing.
Print Marketing Materials
To extend reach, copywriters also craft complementary print materials like brochures, flyers and direct mail pieces. These enable showcasing homes in expanded detail to drive in-person showings.
Website Content
For an online presence, writers produce website pages highlighting listing specifics, area details, images and calls-to-action to generate leads.
Blog Articles
Relevant, keyword-optimised blog content improves visibility around niche topics like area schools, neighbourhood guides and city overviews.
In summary, the mark of a skilled property copywriter is crafting whatever content agents need to maximise interest across channels for faster conversions.
The Benefits of a Great Property Copywriter
Leveraging a dedicated copywriting resource provides measurable listing benefits:
– A study by Copywriters LLC saw homes with professionally written descriptions average 26% faster sales.
– Listings with high-converting copy receive up to 40% more online inquiries according to industry analysis.
– 90% of real estate agents say outsourcing copy freed up 8+ more hours per week for selling.
In competitive markets, persuasive copy can make or break whether a home sells within weeks or months. For time-constrained agents, passing content creation onto an expert proves extremely valuable.
What Makes an Effective Property Copywriter?
Given the impact strong writing has on conversions, it’s vital to find a copywriter aligned with an agent’s specific needs:
Industry Expertise
Foremost, a background explicitly in real estate marketing ensures familiarity with what details and terminology resonate most across listing descriptions and ads.
Copywriting Skills
From highlighting amenities to conveying emotions, solid copywriting ability separates good content from great. Examine sample listing descriptions to evaluate their style.
Affordable Pricing
For independent agents and small agencies, copywriters with customisable packages that forgo monthly retainers for per-word or per-project rates keep budgets reasonable.
SEO Knowledge
Optimising copy for search visibility proves equally important. Request examples of keyword integration within listing descriptions.
Case Study: Property Copywriter Generates 3X More Leads
Take this case study from a Miami agency that brought on a dedicated copywriting resource:
“As a busy boutique firm, we simply lacked the time to craft decent listing descriptions let alone optimise them. But by outsourcing this to a convert-focused copywriter, we now see 3X more listing inquiries and online leads. This has been game-changing for our business and sales.”
By handing content creation off to experts, agencies win back hours per week while benefiting from far better conversions.
Conclusion
In both residential and commercial real estate, a property copywriter serves as an invaluable asset for agents and agencies to drive results faster. The metrics speak volumes – homes and listings with compelling marketing copy outperform dramatically.
By pairing industry knowledge with critical copywriting and optimisation abilities, property copywriters deliver the content results that today’s competitive landscape demands.
Our expert team here at creativelygreat would be happy to discuss how we can put our real estate copy skills to work creating listings, website pages, blogs and more custom-tailored for your brand and customers. Please reach out with questions!
