Property copy and editorials

With a strong background in property, Writers Who understand exactly what buyers, sellers and agents need. Writers Who write everything from website and advertising copy to social media captions and press releases.

Writers Who’s Guide to Writing Great Property Copy

Purchasing any property is a major life decision and financial commitment. Understandably, buyers want to be as informed as possible. Therefore, high quality copy can set your listing apart from the crowd, and provide you with a 24/7 opportunity to market a property. Every listing, ad, website and blog post is important. Your content must cut through the noise.

Real estate agents are busy professionals who often have to juggle multiple tasks and deadlines. It can be difficult for them to find the time to write compelling and engaging listings for their properties. By outsourcing their writing to a professional, agents can ensure that their listings are well-written and effectively highlight the key features of the properties they are trying to sell.

This can help to attract more potential buyers and ultimately lead to more successful sales. Additionally, outsourcing the writing can free up the agent's time to focus on other aspects of their business, such as client outreach and negotiation. Overall, outsourcing the writing for listings is a smart move for any real estate agent who wants to improve the effectiveness of their marketing efforts.

Property copy and editorial inspiration

Writers Who have produced dozens of property suites for our real estate clients. Take a look at the following for an idea on the type of content we’ve created. Website blurb, advertising copy, press release, and social media captions for $55million sale in Sydney’s eastern suburbs for Michael Finger. Hundreds of property suites in the Capital Region for George Southwell. For Frank Knight, we’ve created property suites for properties in Sydney and the Southern Highlands.

Here's a few we've written for agents over the years:

What’s included in a property suite?

  • Website blurb;
  • Press ad copy;
  • Press release;
  • Social media captions;
  • Optional video script; and
  • Optional information memorandum.

Tips for planning property copy

  • Consider what type of person would buy a property like this. What language would they use?; 
  • Consider what the best things about the property are. List the top best things about the property;
  • Avoid overusing jargon. Be cautious of using abbreviations;
  • Using a consistent tone of voice through your website, listings and social media. Your content should match each and every platform you use. Not sure what your tone of voice is? Have leaders in your business complete a tone of voice exercise and then review the document to understand how the business sounds, what they would and wouldn’t say and replicate it. If they have not completed a tone of voice document, take a look at previous listings.

Tips for writing a website blurb

Not everyone in real estate has a passion for words. And that’s okay! But there’s no denying that a well written real estate listing will set a property apart from the crowd. Writing a blurb for a property should be detailed, but not waffley. The website blurb will appear on your real estate company’s website and be repurposed for property listing websites.

  • Aim to keep it between 150 and 600 words in length;
  • Keep your target buyer in mind, and ask yourself what they would require would be in a home and prioritise those aspects; 
  • Don’t be afraid to break up the copy with bullet points listing property highlights; 
  • Keep things simple and avoid overly descriptive words. Use adjectives only to better explain an aspect of the property;

Tips for writing a property press release

You want to get as many viewers as possible to see your property, so promoting the listing via the media is a great avenue to explore. The first step would be to write a press release to gain the attention of journalists and editors.

  • Writing a press release is like writing a news story;
  • Your opening paragraphs should communicate the most interesting things; 
  • The body of the press release will include supporting details and quotes from vendors, buyers and agents backing up your opening three paragraphs;
  • This rounds out the press release, providing the least exciting, but important details and gives closure to the release;

Find out more about writing a press release here.

Tips for writing property social media captions

For any business, nailing social media is incredibly important. Given potential vendors spend a large portion of their time scrolling on Instagram and Facebook, marketing your properties online is essential. And while a picture of a property tells 1,000 words, the captions you use should also not be overlooked. 

  • Before writing, ask yourself what you’d like your post to achieve?; 
  • Keep it simple. Avoid making too many points or asking too many questions of your readers;
  • All social media accounts have varying character limits, so keep this in mind when creating posts for different platforms; 
  • Ensure that what you’re writing is relevant to the image you’re sharing alongside it; 
  • After you’ve posted, don’t forget to engage with your followers.

Tips for finalising your property suite

Once you think you’re finished with your property copy, ensure that you double check for typos or errors by reading it over one more time. Is the client or vendor that you’re writing it for happy with the details you’ve included? Is this copy going to sell a property?

The most experienced writers still become blind to their own errors. Hearing the words out loud can help you to check that everything reads okay and makes sense. Paste your copy into a text to speech generator to hear how it really sounds.

Better yet, assign an editor or two to review the final copy before it’s published.

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