Mastering the Dos and Don'ts of Real Estate Copywriting
Selected theme: Dos and Don’ts of Real Estate Copywriting. Learn how to write clear, compelling, and compliant property descriptions that attract serious interest without hype. Stay for practical examples, friendly advice, and prompts to practice—and subscribe for future copy playbooks.
Know Your Audience Before You Write
Identify why the ideal buyer cares: convenience, space to grow, low maintenance, investment potential, or walkability. When you write to authentic priorities, features become benefits. Share your top buyer insights in the comments to help others sharpen their focus.
Skipping discovery leads to tired buzzwords and missed details. An agent once assumed “luxury” would impress; buyers actually wanted quiet home-office space. Ask questions, review prior inquiries, and interview the seller to avoid guesswork. What assumptions have surprised you?
Gather the backstory: why the seller bought, what they loved daily, and upgrades they prioritized. These facts spark credible angles most templates miss. If you try this, return and share one quote that changed your copy direction.
Headlines That Hook—Without Hype
If the view, school zone, parking, garden studio, or pre-inspection report is the draw, put it first. Strong leads respect the reader’s time and signal transparency. Post your best recent headline and why it worked.
Headlines That Hook—Without Hype
Headlines like “palatial” or “steps to everything” invite backlash if untrue or exaggerated. Set an honest tone and your copy earns trust. Readers forgive a smaller kitchen; they do not forgive feeling misled. What phrases do you avoid?
Compliance, Accuracy, and Fairness
Avoid phrasing that implies preference or limitation, such as referencing family status, religion, or other protected characteristics. Focus on the property, not the people you imagine. When unsure, consult your brokerage guidance and keep a compliance checklist handy.
Structure and Style for Skim-Readers
Place beds, baths, square footage, parking, year built, major updates, and location context near the top. When readers immediately find what matters, they keep reading. Share your preferred fact order to compare approaches with others.
SEO and Discoverability for Listings
Incorporate neighborhood names, nearby transit, school catchments, and major landmarks where relevant. Keep the language readable and honest. Share one keyword phrase you’ve tested that brought more qualified traffic to your listings.
Calls to Action and Continuous Improvement
Do offer clear, low-friction next steps
Use straightforward CTAs like “Schedule a tour,” “Request the upgrades list,” or “See inspection summary.” Provide multiple contact options and response expectations. Share your highest-performing CTA line so others can adapt and improve.
Don’t create dead ends or delays
If forms are long or responses slow, interest evaporates. Keep forms lean, confirm receipt instantly, and set a response window. Tell us one small process tweak that cut delays and lifted your conversion from curiosity to conversation.
Do test, measure, and refine
A/B test headlines, lead paragraphs, and CTA phrasing. Track inquiries, quality of leads, and time-on-page. Let data guide revisions. Subscribe for templates and share your latest experiment so the community can learn alongside you.
