Writing real estate ads and descriptions is one of the most important parts of a realtor’s copywriting game.

When you know how to write real estate ads effectively , your life as a realtor becomes easier and more profitable. Effective real estate copywriting is the key to faster sales. That’s why writing real estate ads is a skill you need to master (or hire a professional, like me, to do it for you).

As a real estate copywriter in Hamilton, Ontario, I am constantly seeing property sheets / feature sheets. After all, Hamilton is a city in resurgence.

Trouble is, many of those feature sheets / property sheets are simply bad copy. Many realtors simply do not understand how to write real estate ads / descriptions properly.

As you probably know, a property description is the written copy for a real estate listing that describes the details of the home for sale or lease.

But there’s so much more to it than that.

When it comes to writing real estate ads, writers need to get copy bang-on. You want your prospective customers and clients to be truly impressed by the property sheet / feature sheet.

Here’s why:

  • ·         Writing real estate ads effectively is one of the key to sales.
  • ·         When you know hot to write real estate descriptions properly you look more professional.
  • ·         Writing real estate ads in a powerful way will help you sell properties quickly.
  • An often missed point of writing real estate ads is that thy’re often the first time prospective clients hear of your company.

·         By learning how to write property descriptions you will attract the right prospective home buyers. In other words, you won’t waste time trying to sell a home to the wrong person.

In this guide I am going to show you how to write real estate ads that sell properties quickly.  By the end of this you’ll be writing real estate ads like a professional.

Let’s start with the basics.

Basics of Writing Real Estate Ads That Sell Property Fast

When it comes to knowing how to write real estate ads, copywriters should start with the fundamentals.

When writing real estate ads, copywriters should present the vital information up-front in a way that is easy to read and concise.

Let’s look at the basic online listing structure (and you might like to read my guide to online marketing for realtors too)


Writing A Real Estate Ads Headline—The Most Important Part Of Real Estate Copywriting

When it comes to writing real estate ads, writing an effective headline should be priority number one.

The right way how to write a real estate ad is to write the headline at least 10 times until you get it right, and then another ten times if you actually want it to sell fast.

Writing a property listing headline is so important because it’s the first thing prospective buyers will see when they view your real estate ads. It is vital that the heading be compelling, and that it make the viewer want to read more. That’s why this is the most important element of writing effective real estate ads.

The heading of real estate ads should be a short sentence that grabs attention.  For instance, “Wow, Check This Out: Rare Waterfront Home”.

The key to writing headlines for real estate ads is this: Make the viewer read the next line.

That is the one and only job of the headline. It must grab attention and make them read on.


Writing real estate ads opening statements

The opening statement is another incredibly important element when writing real estate ads to sell property fast. Copywriters need to make sure this statement is enticing.

The opening statement of real estate ads are similar to the headline: It is designed to get the viewer reading, and what matters most is that they read the next line.

When writing real estate descriptions, the opening statement should share something unique and attractive about the property so the prospective buyer is excited and intrigued. For instance, if this listing is local to this area (Hamilton) does it have a stunning view over the Hamilton mountain? Maybe it’s next to Gauge Park or another attraction. Find the mot enticing thing about the property, and put it in the opening statement.

To write real estate ads effectively, make sure the opening statement makes clients want to keep reading.

Writing a real estate ad’s description of features

When writing real estate descriptions the features should be easy to read.

“Large kitchen. One acre garden. Etc.” This is where the meat of the content lies—it’s where viewers get the real details, and they should be given those details in a very clear and concise way.

The wrong way how to write real estate descriptions is to simply list features.

Remember writing real estate ads that sell property fast means pulling at prospective clients’ heartstrings. To do that, write real estate descriptions as a narrative.

When writing real estate description of features, make it just one or two paragraphs to describe the property.

Because this is written in natural language, it will inherently express personality. Prose always reveal the personality of the writer. When writing real estate ads, make sure the writing conveys a likable personality in you, the real estate agent. More on this in a moment.


Writing real estate ads’ promotions

If you are running a promotion, this should come after you’e written the real estate description. This is the time to entice the prospective buyer with the deal.

Now here’s a key tip on how to write a real estate ad to sell property fast: Integrate it into the overall marketing.

When writing real estate ads remember to focus on the key benefits and pluses of the property you’re selling, so if there is a great promotion, make sure you highlight that when writing a real estate ad.


Writing real estate ads’ call-to-action (CTA)

Now the buyer knows what the property is and is enticed by your promotion, it’s time to make them act. Time to write the real estate ad’s call to action.

Her are some excellent calls-to-action:

  • Finding your next home is just a click away
  • Take a virtual tour of this property
  • Don’t miss this exciting opportunity. Call now.
  • Sure to sell soon. Contact us today to avoid disappointment

Here’s a great guide to writing CTA’s on PrintWand

Writing real estate ads’ contact details

Probably the most simple part of writing real estate ads.

Simple yet vital.

Put your contact details down so they can contact you. And remember to include different options: phone, address, website URL.

This might seem like a very basic tip in an article on how to write a real estate ad, but it’s amazing how often the contact details are inaccurate, difficult-to-spot, or just plain ugly (usually due to a bad font).

Take a look at some real estate copywriting samples and make a note of the calls-to-action they use.


How To Write Real Estate Ads That Sells Property Fast

Now we’ve covered the basics of writing real estate ads, let’s look at ways to write a real estate ad that is compelling and that will actually sell property fast. This is where we move from functional writing to truly effective real estate copywriting (the sample at the bottom illustrates this perfectly).

1. The Best Way To Write Real Estate Ads Is To Make The, Stand Out

When it comes to writing real estate descriptions, listings need to stand out.

That’s true of sales copy in general. If your listing does not stand out, it will not get noticed, and all else will be for nought.

So how do you make your property listing stand out?

The key to  writing real estate ads is to break the rules in a few choice ways. Maybe you write your listing in a more natural language that makes you sound more human and more likeable. Maybe you inject a few select power words into your copy. Maybe you change your structure. We’ll look at all these elements in a moment.

The key is contrast. When writing real estate ads. make them different to the rest (without going nuts, of course).

2. How To write a real estate ad’s description emotively

People want to feel excited about buying properties. You can create that excitement in your sales copy by considering emotions when writing real estate ads. By writing real estate ads emotively you will gain more attention from prospective clients.

Here’s a tip: Imagine you’re the voice-over guy who introduces prizes on a games show. They wouldn’t simply say, “This is a house with a big kitchen and a large deck”. They would say, “You’ll love this luxurious new home with a spacious deck for lounging, and with this modern and expansive kitchen you’ll feel luxurious even while you’re cleaning the dishes”.

Make it pop. That’s how to write a real estate ad that gets noticed.


3. When writing real estate ads, use power words

One easy way of writing real estate ads that sell property fast is to include power words [here’s a list]

There are hundreds of power words used in marketing. They encompass everything from “luxurious” to “juicy”.

Scientific studies show that these marketing power words create emotions in the viewer, which compel them to complete the call-to-action.

When writing real estate ads use a handful of these power words to spice things up.

Power words include:

·         Cherish

·         Perfect

·         Beautiful

·         Luxurious

·         Affordable

·         Now

·         Today

There are more than 200 of these power words, and by including the correct power words in your advertising copy, you will increase conversion rates.

This is one of the easiest ways to write a real estate ad effectively. Try writing effective real estate ads by including a handful of power-words.


4. How to write a real estate ad’s image captions

An often overlooked element of writing real estate ads is the image captions.

You know you need high quality images. Caption are equally important. They can be a challenge to write, though.

The image captions provide information about the photo and about the property.

The keys are to:

·         Use natural language (this is absolutely essential when writing real estate descriptions)

·         Avoid excessive punctuation

·         For instance, “Large kitchen with beautiful granite counter-tops and hardwood floors”


5: How To Write A Real Estate Ad With SEO

When it comes to writing real estate ads that sell property fast online, you need to do your SEO (search engine optimisation).

As a realtor you know that your prospective buyers are looking for properties online. Writing real estate descriptions with SEO in mind will help you create more leads from those buyers.

In essence, SEO is about making your webpage (or property listing) appear higher in Google search results (and other search engines). The higher your page is in the rankings, the more people will see it, the quicker you will sell the property.

The right way how to write a real estate ad online is to integrate SEO into the entire content process. Your copywriting and SEO efforts should go hand in hand.

It is important to hire an SEO copywriter to make sure your listing appears as high as it can in Google search results.

That said, here are a few basic points to start you off:

·         Make sure your website is technically optimised (make it load fast)

·         Include search keywords in the property listing

·         Include property features people might search for (for instance, “Two bedroom home for sale in downtown Hamilton”). Important caveat: People searching for your listing may not use the technical terms you use as a professional. Would they use “Property” or “Home”? Write the listing in the language they would use so that you come up top in Google for the keywords they enter.

·         Make sure your images are optimised and use descriptive captions.



6. When writing real estate ads, focus on people, not properties

If you want to know how to write a real estate ad that sucks, make it about the property.

If you want to know how to write a real estate ad that sells property fast, make it about people.

As a real estate agent, you might think it’s your job to list all the features of a property and to do so in terms of numbers / inches / acres / etc. In other words: you’re stating the facts. Actually, best practice when writing real estate ads is to write about the listing in a way people actually care about, a way that speaks to them.

Don’t tell them what the property is. Tell them what it means for them.

Bad real estate sample: “New furnace. Hardwood floors. Massive deck. Big garden”… seriously? You sound bored in the writing, so why would readers be excited?

Good real estate ad sample: “You’ll fall in love with this cozy two bedroom cottage and its sensational view over the Hamilton escarpment. Situated in a friendly and thriving community where you’ll feel right at home.”

Pro Tip: Balance the facts with the story. Of course you need to say the home is 2000 square feet. That’s the fact. But so what? Add the story. “You’ll enjoy both ample space and a cozy atmosphere in this 2000 square-foot home”.


7.  When writing real estate ads, imagine it were your own home

As a real estate agent, you see hundreds of properties. So of course, you get bored of them. They lose a little of that magic. Heck, you can’t possibly be as excited about your 100th listing as you were for the first home you bought for yourself.

But to write real estate ads that sell property fast, you need to feel that magic, that passion. How?

Imagine you are writing a real estate description of your own home, the first time you bought a house. Put yourself in that position. Then, through empathy, you will rekindle that sense of magic in yourself, and it will naturally spill over into your copy.

It’s funny that while there are thousands of tips on writing, the absolute number one writing rule is this: care. Care about what you’re writing about. If you do not, it will show. If you do deeply care, your passion will create compelling copy that pops off the property sheet.

The best tip on how to write a real estate ad is to be sensitive about the emotions, personality, and attitudes that the writing expresses. This cannot be taught. It’s a natural talent. That’s why you’ll get so much more effective writing if you hire a copywriter for real estate (in Hamilton or Toronto? Contact me today).


8. When writing real estate ads be honest, not salesy

As a writer, it never ceases to amaze me how quickly people can determine sales hype from genuine honesty.

·         If you over hype a property it will show, and people will not trust you.

·         If you are honest, it will show, people will trust you, and they will want to buy from you (they will also be far more likely to leave a positive testimonial).

Here’s how to write a real estate ad people hate: lie.

Here’s how to write a real estate ad that sells property fast: be truthful. Yes, be positive about the property, but honestly positive.


9. Don’t ever use canned text when writing real estate ads

Bad real estate ad samples are written full of clichés and canned-text.

The problem with canned text and clichés is that we’ve heard them all before, and buyers do not want to read the same old description, they want to read a property listing that is compelling and fresh.

When writing real estate ads, remember to make is exciting and new.



10. Make sure you write real estate ads in the right format

I see too many real estate ad samples written in an inappropriate format.

The optimum format is one that is clear, concise and organised.

Here is the ideal format for writing real estate descriptions:

  1. Headline
  2. Opening Statement
  3. Narrative Description of Features
  4. Special Promotion
  5. Call To Action
  6. Contact Info



Real estate ad sample

Here is a real estate ad copy sample I’ve written to illustrate the points above.


Real Estate Property Listiing Example

Like this real estate ad copy sample? Let’s work together. Contact me today.



Real Estate Ad Sample Text


You’ll fall in love with this beautifully renovated 4 -bedroom, 3-story Century home. The main floor features an eat-in-kitchen lovingly renovated with solid brass hardware, quartz countertops and a formal dining area that opens into a cosy living room with a gas fireplace.  Hardwood flooring and original wood trim throughout. The second-floor features three luxurious bedrooms and a 4-piece bathroom with full shower and separate Victoria & Albert soaker tub.

Right by Richmond Lion’s Community Park and a short walk from Richmond Public School and Richmond Co-Op Nursery School, this is the perfect home for a new family.

And that’s how to write real estate ads that sell property fast

By writing real estate descriptions that sell property fast you can up your bottom line significantly.

Writing copy is part art and part science, and while many real estate agents know how to write a property listing that works, most have yet to master the finer points.

If you want high quality real estate ads that sell property fast, contact me today.


Paul Harrison is a marketing copywriter in the Toronto / Hamilton area, ready to deliver all your copywriting and marketing needs. Visit the front page for details.