On average, a reader clicks a real estate ad only 7% of the time. Given the investment in ad space you're going to make, that sure doesn't feel like a lot. How do you make the reader pause and consider clicking?
You write good copy. Investing in good copy is investing in a reader hitting your landing page and becoming your next customer. Here's how to write real estate listings that don't suck.
The Game Plan
Real estate listings are often just that - lists! They provide a robotic checklist of features that inspires boredom, not curiosity. So much real estate ad space is text, so your copy will be doing tons of legwork to get that click.
Listings comprise just two parts: headline and body copy. Your headline may be brief, but it's the most important! If your headline is drab, nothing else about your ad matters. Your headline must capture the reader's attention and get them salivating thinking about your listing.
Your body copy backs up your headline, giving you more room for detail about the property. Most body copy includes a call to action (CTA) that leads to the landing page and a few SEO keywords, but we'll give you some pointers to ensure your ad gets read - not ignored.
The headline MUST be attention-grabbing because it's the first thing the buyer will read. They're actively looking, and it's your job to capture their attention among so many other options.
When crafting your headline, imagine what’s going through your client’s head. What gets them excited? What are their concerns? You can persuade them to investigate further by recognizing their specific interests.
One thing worth noting: price is a significant factor to any home buyer, so it's worth brainstorming creative ways to work that into your headline.
Don’t be afraid to check out other listings for inspiration! Well-written ads are out there, and you’ll know them when you see them. Rather than the same old "3 bed 2 bath", they use descriptive language to tell a story, e.g. "3 Bedroom house with full en suite Master". Your body copy can do the rest.
When writing the body copy, put your best copy first! Forget about target keywords for a second (though those are important!), and get back into your reader's mind.
Tell a story that resonates with them. Make them imagine the dinner parties they can have in their new eat-in kitchen or the tranquil mornings they'll spend in their beautiful garden. These emotional triggers will stir interest and propel them to your landing page.
Once they're on the landing page, congrats! Your new reader is part of the lucky 7%. It's essential to ensure your landing page copy is similar to your ad copy. The reader will feel confused if they're not immediately seeing what you promised in the ad. Make this process seamless so the reader doesn't get distracted.
Make sure you have your website set up for mobile users, too. If every link and placement is mangled on their phone's browser, they will likely look elsewhere.
Well-written copy in your listings will go a long way to distinguish you from the wall of listings a potential buyer sees. A curiosity-inspiring headline that gives the reader what they're looking for and body copy that triggers their imaginations will bring you more quality click-throughs. Keeping your landing page in line with your ad will guide the customer to what you're seeking in the first place: a sale.
If you need help with copy, strategy or landing page design for any real estate project you're working on, contact us for a free consultation.