How Well Is Your Listing Copy Written?
We spare no expense when it comes to showcasing a property. Stunning photos? Check. Cinematic videos? Of course. Elegant brochures and engaging websites? Absolutely. Yet, all too often, the written description—the very heart of the listing—falls flat, failing to match the brilliance of the visuals.
Here’s the truth: Your listing copy matters as much as your imagery. The words you choose can elevate a property’s allure or make even a multimillion-dollar estate feel uninspired. So, how can you ensure your copy doesn’t let your marketing efforts down?
Craft a Story, Not a List
Many real estate listings read like a dry inventory of features: “3 beds, 2 baths, open kitchen, ocean views.” While informative, this approach misses the chance to connect emotionally with potential buyers. Instead, turn features into a narrative.
Example: Instead of “3 beds, 2 baths,” try “This three-bedroom sanctuary offers the perfect blend of comfort and style, with each space thoughtfully designed for both relaxation and entertaining.”
A well-crafted story draws the reader in, helping them imagine what life could be like in the home.
Avoid Overused Clichés
If everyone is saying it, your listing won’t stand out. Terms like “dream home,” “must-see,“ or “one-of-a-kind“ can feel generic unless backed by details that make the claim undeniable. Instead, focus on what truly makes the property unique. Maybe it’s the hand-carved moldings, the sunlight streaming through a wall of windows, or the history embedded in its design.
Embrace Complete Sentences
A listing is not a jigsaw puzzle of fragments or shorthand. Sentences should flow and feel natural. Think of your copy as a conversation with the reader. Skip abbreviations unless it’s for an MLS, and don’t mix numbers and words haphazardly—phrases like “walk to the beach in 2 minutes“ disrupt the elegance of your writing. Instead, write, “A two-minute stroll brings you to the soft sands of the beach.”
Match the Tone to the Property
The quality of your listing copy reflects not only the home but also your professionalism. A luxury property demands elevated language that exudes sophistication, while a cozy bungalow might benefit from a warm, inviting tone. Ensure the voice of your copy aligns with the essence of the home.
Proofread and Perfect
Nothing undermines a great listing faster than a typo or grammatical error. Take the time to proofread, or better yet, have a trusted colleague review it. Every detail, from punctuation to sentence structure, contributes to the reader’s perception of quality.
Everything you do reflects the caliber of your service. Your copy should be no exception. It’s the bridge between visuals and imagination, guiding potential buyers to fall in love with a property before they ever step through the door.
Remember: People judge the home and you by the words you choose. So, invest in your copy as much as you invest in every other part of your marketing. A compelling description can make the difference between a lingering listing and a sold sign.
Make it a great week, and make your copy count.
