With news that the Scottish real estate market is slowing down due to the cost of living crisis and buyers experiencing higher borrowing costs, it is even more important for properties and agents to stand out.
Engaging property descriptions along with vivid imagery will captivate and tempt buyers, ensuring properties are sold quickly and for the right price.
However, when it comes to researching, writing, and editing these, many agents simply don’t have enough time.
As an experienced real estate copywriter, I outline some of the top tips to improve your listings and explain why employing a professional will make a big difference.
1. Be descriptive
Descriptive language is the most powerful tool when it comes to bringing a property to life. Using words that clearly describe the space for example ‘light and airy’; ‘warm’ and ‘generous’ are much more effective than simple vocabulary such as ‘large’ and ‘bright.’
2. Highlight key features
No matter the property, they each have unique selling points. From a stand-out designer kitchen to a luxurious en-suite it is vital to highlight these and convey how they set the property apart from the competition.
3. Use specific detail
From types of flooring and heating used, to wall finishes and recent renovations, be specific! This allows a much clearer image to be created in the buyers’ mind and allows them to see themselves and their friends and family in the property.
4. Capture attention with adjectives
Create an appealing image and draw in the buyer with the creative use of adjectives such as ‘elegant’; ‘light-filled’, and ‘cosy’.
5. Focus on benefits
How can the features within a particular property improve the buyers’ lifestyle? Are there solar panels on the roof? How is the flow between the indoor and outdoor space? Does the garden enjoy a landscaped design perfect for entertaining?
6. Tell a story
Are there interesting facts around the property? I.e is it in a conservation area? Perhaps it is a listed building? These stories help to engage the buyer and bring the story of the property to life.
7. Target your ideal buyer
Write with your buyer in mind. Are they a young professional who wants to be near to restaurants, bars, and shops? Perhaps a young and growing family looking for good schools, outdoor spaces, and transport links. Once you have your buyer identified, focus in on their dreams and desires and weave that into your copy.
8. Highlight the location
Showcase the neighbourhood and hone in on schools, parks, recreation, transport links, and dining choices. Why would someone want to live in that area? What makes it special? Shout about these!
Crafting compelling and persuasive real estate content requires expertise and time. If you find yourself without the necessary knowledge or feel that creating your own real estate copy isn’t the most efficient use of your time, consider working with a professional copywriter who can get the job done quickly and effectively.
Get in touch today and discover how I can help!