Decoding real estate speak.

Decoding real estate speak.

How to cut through with your copywriting.

In today’s real estate world, where digital retouching and bespoke property staging have become the norm, marketing a home to its full potential can be an art form. But while photographs are king in a digital world of increasingly shorter attention spans, there’s incredible value in the words that accompany them. Just like how wide angle lenses and minimalist interior styling enhance your photography, there are written cues in a property listing that subtly – or not so subtly – alert a potential buyer to its appeal.

It’s important to present the home’s best features in a way that viewers understand and are excited by (without crossing the line between selling and overselling). In the copywriting sphere, there are key terms that resonate because they immediately indicate a certain lifestyle benefit.

Take a look at a few of the more common ones, which could help shine the best possible light on your listing:

“Lifestyle address” – The home itself is only half the picture. Its address can be a major draw for buyers, so it helps to highlight the location benefits.

“Readymade” – Whether the home’s been fastidiously cared for by one owner for 50 years, or has just undergone a complete modern overhaul, the appeal of moving straight into a home and not needing to spend anything extra can’t be underestimated.
“Low maintenance living” – From newly renovated interiors to easycare gardens, people want to spend more time enjoying their new home and less time looking after it.
“Entertainers’ dream” – Whether or not you deem yourself a socialite, having a home equipped for entertaining could take the stress out of get-togethers with family and friends.

“Boutique” – This is a great term to highlight a home’s exclusivity. For strata living, it implies a small complex, while for a new build of any kind, it brings to mind images of unique design and one-off finishes that people will fall in love with.
“Character filled” – Somewhat open to interpretation, the older a home is, the more likely it is to have some sort of “character”. Period features from the Victorian or Federation eras (ornate ceilings or cast iron fireplaces) can be highly sought-after.
“Sun drenched” – There are plenty of different ways to say a home is full of natural light. What’s important is that the brightness is clearly showcased because light is a huge selling feature these days.

“Enviable transport options” – An absolute necessity in any location. This term speaks of the proximity of a home to common yet highly looked after institutions like schools, shops, medical facilities, etc.
“Energy efficient” – An appropriate feature to support today’s era, an energy-efficient home saves money by reducing energy use, provides a higher level of comfort to its occupants and increases the resale value of the house.
“Flexible design” – Flexibility translates to ease of living for buyers, and is something that might be achieved with open plan spaces, a choice of living areas, separated bedrooms or easy outdoor flow.

“Perfect first home” – First time buyers make up a significant chunk of the market (especially in today’s market), so it’s tempting to overuse this term. Realistically though, it implies affordability and, more often than not, a home requiring little work before moving in.

Sure, writing copy isn’t an exciting prospect for everyone, but it’s an important cog in the marketing machine. If you don’t have the time or desire to try out some of these failsafe phrases, you can have a copywriter craft perfect property listings for you. Professional copy can help present you in the best light by maintaining brand style and really complementing your photography.

Campaigntrack’s professional copywriting service allows you the flexibility of as much or as little written content as you want. Premium packages – where a copywriter joins you on site to soak up the home’s features – can include a whole suite of custom elements for everything from video scripts to signboards, while more cost-effective options are available for single web-based templates.

To find out what’s possible for your next campaign, contact us today.

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“Campaigntrack has enabled us to consolidate our marketing into a single system while integrating with our other platforms. This level of integration has resulted in high levels of automation, efficiency and productivity within the Di Jones group of offices. It has been a seamless experience end-to-end, delivered equally by industry-leading technology and terrific people in support. I would recommend Campaigntrack to any Real Estate office principal.”
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CEO, Di Jones