Copywriter Workshop:
Your listing description is your first chance to attract and
engage with potential clients. Typically, it includes the address
of the property, the list price, and a short summary of features.
This is pretty standard stuff but sticking to the basics is nowhere
near enough to stand out from a crowded marketplace full of other
listings.
The good news is; you don’t have to be a copywriter to come up
with descriptions that get noticed. By adding a few simple
features, you can improve the effectiveness of your listings — more
people view them, which increases your chances of gaining new
clients.
Depending on the audience that you as agents are targeting, I am
going to show you five real estate listing description examples
that will help you get more people to pay attention to your
listings and maximize your sales.
1. The Problem Solver:
If your potential clients are on the market for a new home,
chances are, they’re reading multiple listings a day. To save time,
they probably read the first few lines and skim through the rest of
the content. They want to get the facts quickly so that they can
move on if the listing doesn’t have what they’re looking for.
That’s why you expect clients to read your listing from top to
bottom. Instead, tell them what they want to know from the
beginning.
This listing leads with a statement outlining a solution to the
problem the homebuyer faces — for example, a specific design sense.
So instead of scanning the listing for relevant information, the
buyer sees what they need to know at the top of the listing.
When to use this: This approach works well for niche buyers
looking for specific features. Even if you target a wide range of
clients with your services, it’s a good idea to also cater to
specific niches that stand out in the areas you service. By
understanding their needs, you stand a better chance of winning
them over as clients by speaking to their unique needs.
2. The Inquiry:
It’s tempting to want to start your real estate listing
description by saying you are the best agent with the best
properties. While this may be true, this approach doesn’t resonate
with all clients. They want to know why you’re the best, and your
description is where you can back this up.
One way is to lead with a question and use your copy to guide
clients to the conclusion that your property is the best.
This is an example of an Airbnb listing but it’s a great example
of how to draw clients in with a question. It’s targeted and speaks
to people who are looking for properties in a specific
location.
Based on what your client is looking for, get their attention
with a question that gets to the heart of their needs. It shows you
understand them and piques their interest. Your audience wants to
know the answer. Examples of questions to ask that get noticed
include:
Geared towards cost savings: Want to learn how to buy your dream
home for less?
Geared towards a quick sale: Do you want to close in 60 days or
less?
Geared towards specific neighborhoods: Have you heard? This
neighborhood has exclusive new listings.
The rest of the description should answer the question. For
example, if you ask the location question, the rest of the listing
can talk about your experience in the area, applicable details
about the property and your success rate getting buyers the homes
they want.
When to use this: This approach works when you understand your
client and what their biggest home search struggle is. Poll your
current clients to get an idea of what they’re looking for and
their expectations. You can group the responses into categories and
then use the findings to design different listings. You can even
use social media to track the kinds of comments your clients make
or the questions they ask.
3. The Market Analyst:
This approach requires that you lead with an important market
statistic or fact. Some homebuyers, especially first-time buyers,
are interested in information like interest rates and down payment
requirements. If you’re targeting this group, start your
description off with some insight into what matters to your
client.
Part of the description in this listing includes the estimated
mortgage of the property and a link to current lending rates. This
offers value to clients and helps them during their decision-making
process.
This approach also positions you as knowledgeable of the
industry and trends. Chances are prospective buyers will want to
know more. Use the rest of your description for the details behind
the statistic or fact and tie it back to the house you’re
listing.
When to use this: Use statistics and facts to support your
message and show clients how you can help them achieve their
goals.
4. The Standout Text:
One way to get people to stop and read your listings is to
choose words to show in bold type throughout your copy. Bold fonts
convey power and offer a contrast to the rest of the text.
Do some research to figure out what phrases or words customers
search for the most. When they see these words stand out against
the rest of the text, they’ll want to keep reading to learn
more.
ADDRESS
28 Kaapuni Dr, Kailua
PRICE
$15,888,000
ABOUT
Bedrooms – 5
Bathrooms – 6
Living sqft: – 6,828
Covered Lanai sqft: – 1,359
Land sqft: – 29,507
Year Built – 2011
Taxes – $4085/mo
Description:
Kaapuni Villa…The ultimate luxury retreat on Hawaii’s best
beach. Designed by award-winning architect, Peter Vincent, this
timeless treasure captures the essence of tropical living – open
spaces, cooling breezes, lush landscapes and breathtaking views
ideally situated on 2.5 miles of pristine white sandy beach. The 5
bedroom 6 bath estate and grounds seem to have been sculpted from
the land to echo the idyllic beachfront setting with home and
grounds embracing a crescent infinity pool and lush tropical
landscapes. Superbly crafted with exquisite imported materials,
every design element enhances the expansive yet intimate nature of
this priceless gem where the walls of glass disappear to create
seamless blending of nature and modern life and where ocean and
mountain views at every turn ensure an inimitable sense of place.
Complete with every world class amenity and located on 2/3 acre of
land, this hidden treasure is a world apart but just minutes away
from the charming town of Kailua with fabulous dining and shopping
and just 20 minutes from downtown Honolulu, Waikiki and Honolulu
international airport.
When to use this: Use this approach to emphasize information
that you don’t want your audience to miss while skimming your
listing. Bold things like the price if it’s competitive, the
location, or some of the neighborhood amenities.
5. The Charismatic Companion:
A better approach is to adopt a more conversational tone that
makes you sound relatable. Remember, you’re not only trying to sell
houses, you’re also trying to sell yourself. Your listing is an
opportunity to show the person behind it and sell people on your
personality and how easy it is to work with you.
This listing is written from the house’s perspective. It’s a fun
approach to standard listings and keeps readers engaged to find out
more about the listing.
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