Writing Real Estate Listing Copy that Sells

real estate listing copyProfessional photos are important, but writing strong real estate listing copy can make a world of difference in how many views your real estate listing receives. It can drive interest into action and showings into closed sales.

To be appealing, your real estate listing copy needs to include specific search terms people use while researching homes. Keywords like “open concept” or “stainless steel appliances” rank high when it comes to selling features. “Closet space” and “hardwood floors” are also attractive features. But where do you start if you’re listing an older home? How can you properly sell a neighborhood? And what approach do you take if your real estate listing has been on the market for an extensive amount of time?

It’s important to understand that every listing you write as a real estate agent is going to be unique. It entails more than just selling features. To find success with real estate marketing, consider the following thoughts:

Lead with a compelling headline

Your headline determines whether or not the visitor will click through to your listing. It should be unique and enticing, using descriptive and meaningful adjectives. This is the first opportunity prospects have to picture themselves at home in your property. Engage them enough so they follow your story.

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Use your words

Zillow conducted an analysis of 24,000 home sales, and the real estate website learned that certain keywords used in listing descriptions meant that homes often sold for more money. They identified 15 keywords, including luxurious, captivating, and impeccable.

Understand your market

What’s important in the Midwest may be an afterthought in the Southwest.  An attached garage is incredibly attractive in cold, snowy states. It may be toward the top of a Michigan home listing, yet near the bottom of an Arizona listing. If your neighborhood has a highly regarded school district, and you are legally able to promote it, make sure it’s highlighted. Writing ads that are specific allows you to focus your attention on prospects who are (most) ready to make an offer.

Use your space

Edina Realty real estate agent Joey Oslund has found success by utilizing the agent remarks section. “Writing up a strong remarks portion of the listing is very important,” said Oslund. “This is the agent’s opportunity to include renovations to the home that aren’t visible to the eye, such as a new furnace, new roof, or updated insulation in the attic.”

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Find a unique selling proposition

Differentiate your inventory from your competitors’ inventory by including an added bonus. Consider paying 100% of the buyer’s closing costs should they make an offer during a specific timeframe. Or you can offer a small discount from the listed price if they are a social media “friend” of your business, a new resident to the area, past client, etc.

Use a call to action

Include a closing statement that tells buyers to contact you. Don’t be afraid to create a sense of urgency about the fact that this could be their last opportunity to buy this property. Make sure your listing includes all of your contact information so they can call, click or visit.


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