Copywriting mistakes that could be killing your property listings

Avoid these five copywriting mistakes to take your property listings to the next level.

There’s no doubt that vendors respond best to real estate agents who are genuinely excited to sell their property. However, getting swept up in your enthusiasm about a property can be the fastest route to writing listings that fall flat.

It’s important to remember that buyers have likely read dozens – if not hundreds – of listings on their quest to find the right property and are likely sick and tired of the same old adjectives, exaggerations and sugar coatings.

Respect the intelligence of your buyers and avoid these five mistakes that are common to poorly written property listings…

1. Using empty adjectives Poor real estate copywriting tends to use excessive adjectives to patch over its failure to connect with its target market. Replace empty adjectives with real descriptors that contribute to building the buyer’s vision of the property. And don’t exaggerate – it will only lead to false expectations and inevitable disappointment.

2. Generalising Like all good sales copy, property listings should be focussed around the property’s specific selling points. Generalising or glossing over the standout features of a property is a no-no. For example, if you’re writing about a kitchen, don’t simply describe it as ‘gourmet’. Rather, be specific about the features that will spike the interest of your target market.

3. Overlooking the unseen Many of the smaller details of a property go unseen in photo and video listings. While they might not seem incredibly sexy, things like internal laundries, guest toilets, security systems and ducted air conditioning are all selling points that should be included in a property listing.

4. Relying on euphemisms Buyers know that ‘cosy’ means ‘small’ and ‘charming’ means ‘rundown’. Trying to dress up a property’s flaws with clichéd euphemisms simply draws attention to its weaker points. Focus on the potential a property presents, and know what to leave out entirely.

5. No call to action Don’t leave buyers guessing about their next step. Be direct about the course of action you want them to take. Invite interested parties to register for an inspection, call for more details or visit a microsite, and always provide clear agent contact details at the end of a listing to spark action.

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