10 Tips for Writing Effective Real Estate Copy

We spotted this great article on the Member's Edge blog from the National Assocation of REALTORS®. You can view the original post here.

Writing clear copy in real estate listings is more important than ever. Often the first contact a REALTOR® has with a potential homebuyer comes through a home listing. With the speed at which shoppers are able to jump from one listing to the next, especially online, it's essential that your listings are written clearly and are engaging. And since the first contact you'll likely have with a potential homebuyer will come through a real estate listing, the copy is your first chance to build a reputation and a relationship.

1. Write clear, catchy headlines
Describe the house factually, but add a sense of urgency so the property appears to be highly sought-after and desired. Nearly everyone will read your headline, while relatively few visitors will read the rest of the copy ... unless you can capture their attention immediately, that is. A good rule of thumb is to spend half your time working on the headline.

2. Cater to the local market
The more specific you can be about school districts, local parks and businesses, and cultural attractions, the more effective your copy will be. The specifics paint a clear picture of the house while at the same time showing your expertise and familiarity with the local market.

3. Proofread and avoid typos
Nothing can ruin a great headline like a typo in the body of the listing. If you have time, set the listing aside and work on another project so you can proofread with a fresh set of eyes. Even better, read the listing out loud. Not only will you catch typos, but your ear could help you identify a better word or phrase.

4. Highlight your contact information
One of the main goals of a listing is, after all, to schedule a showing. Make sure your phone number and email address are easy to find in the listing.