Copywriting Basics and How to Write Killer Listings

BY PAMELA BABCOCK

Some 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.”

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.”

You may want to note that the property is close to a train station or a bustling town with the area’s best restaurants and entertainment. Share major draws to the area such as a local beach, parks, and more.

Grammar and Spelling

“While a typo isn’t likely to derail an entire transaction, even small mistakes can change the meaning of a sentence or point to an overall lack of attention to detail,” Nelson said. Tools like Grammarly.com can help ferret out basic errors but often misunderstand common real estate jargon.

Even if you draft your copy in Microsoft Word or Google Docs, both of which offer grammar and spelling suggestions, Nelson recommends carefully proofreading your work and giving it another once-over in Grammarly.

Common errors often include misuse of it’s/its, to/ too/two and there/their/ they’re.

Miggins said that correct spellings for locations, finishes, fixtures and appliance brands are also important. For example, the brand Bosch includes the letter C. And it’s Calacatta (not Calcutta) and Carrara (not Carrera) marble.

Some Farm It Out

Nelson said the use of professional copywriter “is often commensurate with a property’s sales price” and she’s often tapped to write for the most expensive homes in a market.

However, Nelson adds she also writes copy for agents “who know that writing isn’t their strong suit, and they’d rather offload it.” Some Realtors ® may be amazing at writing but realize they can save a lot of time and headache by turning the task over to someone else.

When that happens, Nelson said agents are always welcome to put their personal stamp on what she writes. “And many do.”

Dos and Don’ts for Writing Listing Copy

Do be honest and accurate. Make sure details of things such as the type of wood, stone, fixture and/ or appliance brands are accurate.

Don’t violate Fair Housing Act guidelines. Play close attention as you write so you appeal to all potential buyers.

DON’T USE ALL CAPS or overdo exclamation points!!! Taken to excess, both can “actually hurt the eyes to read,” not to mention make you look desperate for attention, unrefined and unprofessional, said Schenberg.

Do punch things up. Nelson recommends you ditch “The large living room has a fireplace” in favor or “Warm yourself in front of the living room’s stately fireplace.” Word and Google Docs have online thesauruses that can help.

Do go easy on abbreviations. MLS character limitations may make some avoidable but stick with those easily understood. More obscure ones can easily take the reader “out of the scene you’re trying to set,” said Miggens.

Do write accurateproperty descriptions. Double-check your listing descriptions to ensure all information is correct such as number of bedrooms, parking availability, and more.