ENHANCING YOUR ONLINE BRAND: HOW A COPYWRITER DOES ADS FOR REAL ESTATE AGENTS

Real estate agents need ads for sales. But they have a problem.

Real estate agents have a problem writing ads – they tell me they’re busy working directly with clients, showing properties, conducting open houses, negotiating deals, closing sales. Not to mention the paperwork. They just don’t have time to write ads to generate sales.

That’s why smart real estate agents outsource ads to a copywriter who will craft persuasive, clear, and targeted messages that appeal to potential buyers or sellers to generate sales,

Here’s how a copywriter typically approaches real estate ad writing:

1. Understand the Property

Marketing a property requires the copywriter to understand what the agent is selling and making sure the way they market the property matches the information the have about it.

This requires them to gather key details like the location, type of property (house, apartment, townhouse, penthouse etc), the features, (eg pool, modern kitchen) and surrounding amenities. A copywriter has to highlight the unique selling points (USPs). What makes the property stand out? It could be a big garden, location to schools, cafes, restaurants and gyms, public transport. Has it been renovated.

The copywriter should also know the target audience. Are they first time homebuyers, families, young professionals, investors?  A copywriter should tailor the tone and content to attract them.

2. Create an Attention-Grabbing Headline

A captivating headline is an essential part of real estate marketing.

Great real estate headlines increase traffic, and attract prospects to real estate ads. The headline should immediately capture the buyer’s attention, focus on a key feature like location or an exceptional amenity.

Example: Urban Chic in Brighton – Perfect for Young Professionals.

3. Write Compelling Copy

A copywriter needs to capture interest with a sentence that speaks to emotions or aspirations.

Selling a property is not like selling smaller products. Let’s face it – buying a house is a huge, emotional decision, and it can be challenging for real estate agents to promote their properties in a way that connects and sells.   

That why a copywriter will come up with examples “Imagine waking up to breathtaking mountain views in this modern family haven.”  Rather than just stating features, the copywriter needs to explain why they matter. Instead of saying “modern kitchen,” say, “Cook gourmet meals in a sleek, fully updated kitchen with state-of-the-art appliances.”  

A copywriter has to paint a vivid picture of what it’s like to live in the home, using sensory details to evoke emotion. And each feature needs to come under a sub-heading.

4. Create a Sense of Urgency

Urgency taps into the fundamental human drive to avoid missing out on opportunities.

When buyers perceive that a property is in high demand or could slip away if they hesitate, they’re more inclined to act quickly. This fear of missing out (FOMO) is a potent motivator. It can spur buyers into action.

AI copywriter should encourage potential buyers to act quickly by using phrases like, “This won’t last long,” or “Schedule your viewing today.”

5. Include a Clear Call-to-Action (CTA)

Because the buying process for real estate is more complex than a retail transaction, the call to action is the next (or first) step in the buying process, usually to book an inspection or attend an open home.  A strong CTA from a copywriter tells buyers exactly what to do next. Example: “Call [Agent Name] to book a viewing today!”

6. Incorporate Keywords for SEO

Keywords and phrases are the words or groups of words your audience is looking up online when it comes to real estate — in the language they use while typing in their search.

They could represent topics, specific information, or answers to their questions.  For online ads, incorporating local and property-specific keywords ensures that the listing appears in search engine results. A skilled copywriter can used SEO to put the ad high up on Google.

Example: “Spacious 3-bedroom home in Mickleham with large backyard.”

By balancing creativity with technical detail, a copywriter effectively captures interest, drives engagement, and helps real estate agents close deals faster.

Attention Real Estate Agents!

Struggling to find the time to craft ads that sell properties, attract buyers, or secure tenants?

Let Leon Gettler at GettlerInk handle it. With industry expertise and a proven track record, he’ll save you time and drive sale, delivering real results for your business.

Contact Leon today at 0411 745 193 or email leon@leongettler.com.