Copywriting Basics and How to Write Killer Listings BY PAMELA BABCOCK
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ome listing copy helps a buyer envision their story unfolding in a home. Other narratives stand out in a negative way—from screaming in ALL CAPS to being full of grammar and spelling errors, which can cause readers to question a Realtors’® attention to details. How do you breathe life into listings and use the power of words to avoid lackluster copy on the MLS or sites such as Realtor.com®? What moves a listing and what doesn’t? Maggee Miggins, broker associate and CEO of The Maggee Miggins Group at Compass RE, in Short Hills, said the key is to make sure your copy “accentuates the positive and extolls the best features of the property without being misleading.” Renovations, impressive outdoor space, mention of the neighborhood and the size, in room count or square footage, usually make top-billing on her listings. Describing ambiance and experiences rather than simply listing room features— choosing vibrant words and alliterations can also liven things up. “Focus on creating compelling and descriptive text while avoiding overthe-top wording that will cause a cringe or eye roll from a savvy reader,” said Miggins. “Lastly, if writing isn’t your strength—and there’s no shame if it isn’t—call in a professional or tap the best writer on your team to handle all listing copy.” 12 | NEW JERSEY REALTOR® | September/October 2021
Grab Their Attention It’s important to catch a buyer’s attention “right out of the gate,” particularly since some may not make it past the first sentence, said Tammy Nelson, founder of Whipsmart Content in New York City, which works with several New Jersey brokerages. Realtors® usually know what’s going to sell a home the moment they see it so make sure those strengths are in the first sentence. From there, Nelson recommends you “tell a great story in a logical order.” “It’s all about painting a picture of what it’s like to be in the home,” said Nelson. “What is the ambiance? Is it sleek and impressive, warm and inviting, regal and grand, tranquil and charming? I like to focus on qualities, like light and volume, that might not
be immediately apparent from the photos.” Jennifer Schenberg, founder of PenVine Inc., a Long Island, N.Y. agency, said the best narratives convey a home’s value and beauty. A headline or the focus may depend on buyer priorities, particularly if they’ve shifted. Since many Manhattanites have moved to the New Jersey, Connecticut, and New York suburbs since the COVID-19 pandemic, Schenberg said an engaging start might read: “Serene, spacious home with private backyard oasis.”
