Professional Property Copy

Year: 2017

Merry Christmas!

Season’s Greetings to you and your loved ones. Over this Christmas period, we hope you get the opportunity to take some much-needed rest and recuperation, whilst catching up with family and friends, wherever they may be!

Christmas is a wonderful time to reflect and relax, enjoy food, frivolity, and plenty of festive cheer…we occasionally over-indulge, but that’s OK; it’s the one time of year, that we can ‘guilt-free’.

For those of you who are still working over the Christmas period, we can assist you with your copywriting needs; public holidays excepted.

52 Week BLOG Package!

2018 is knocking at the door, and with it the promise of a new, exciting year ahead. To celebrate, we are releasing a 52-Week Blog Package available to purchase, which will assist you to keep in regular touch with your database.

Topics are all property-related and informative, covering the full spectrum of the property journey, from choosing the right agent, marketing, and settlement. The information relates to both buying and selling.

New Year, New Goals!

With 2018 approaching at supersonic speed, and the on-set of the ‘silly season’ already making its presence felt; it is an opportune time to pause for some breath, reflect on the year that was, and the year ahead.

Did you achieve your goals for 2017? If not, why not? What are your goals for 2018? What steps will you take to ensure 2018 is a memorable year for you professionally and personally? Wonderful things do sometimes happen randomly; but more often than not, prosperity and happiness result from planning and focus. Success is no accident, it evolves from hard work, innovative thinking, risk-taking, and unwavering determination.

A common goal of many busy Agents is improved time-management. A healthy work/life balance ensures you increase productivity in work hours, so you have more time to pursue some quality ‘downtime’; to avoid burnout, effective time-management is critical.

If time management is a concern of yours, you may want to consider outsourcing some of your tasks. At PPC we can take care of all your marketing copywriting – profiles, property editorials, award submissions, newsletter text, online blogs etc…

Don’t Panic!

The Christmas countdown is on…the Advent Calendars are revealing a daily treat, Christmas music is pervading the shopping centres, TV advertisements, and radio waves, and there is a building sense of excitement as we hurtle towards the big day!

However, with all this excitement, can sometimes come stress – Christmas shopping, Christmas cards, Christmas parties, Christmas tree decorating, Christmas lunch menu preparation…Christmas, Christmas, Christmas. It’s all happening too fast, especially if you are still working leading up, and during this period.

GOOD NEWS: We are here to help; yes, just like Santa’s little elves, the team at PPC can assist you through this hectic time, by writing your marketing copy. It’s so easy – just send us the information, and within 24 hours, you will receive a polished, professionally written property blurb ready for uploading.

Social Media

Social media is a huge part of our lives in 2017, and many real estate agents have embraced it as a useful communication tool to market their listings, profile, and local area. There are clear benefits – its potential reach, its low cost, its instantaneousness, and its ability to drive discussion.

However, it is critical that you take very good care with not only what you post, but your descriptions and comments. Whilst it is less formal than other marketing literature such as brochures, online editorials and letter box drops, it is important to ensure your message is clear, concise, and grammatically correct. Yes, grammatically correct; you are a professional, and you are definitely judged by what you post on social media. Sure, you can get away with some popular acronyms, for example, TGIF (Thank God it’s Friday); but limit them, use sparingly and in
the right context.

Selling someone’s property is a serious business, and whilst it’s appropriate (sometimes) to be light-hearted, particularly on social media; just do so with your ‘eyes wide open’ and be careful not to trivialise something that is very important to someone else, i.e. the marketing of their home.

Also, please ensure your spelling is correct – you CANNOT get away with poor spelling, even on social media, not if you want to keep your professional image intact.

SPRING Clean Your Copy

Spring has sprung and everyone is sprucing up their homes, their gardens, and ramping up their fitness regimes, whilst embracing the general feeling of optimism that envelops us as the warmer weather arrives.

It’s a perfect time for you to spring-clean some of your marketing. For example, how long ago have you updated and refreshed your profile? With the onset of the busiest selling period, it is critical that potential sellers are equipped with fresh, updated information about you; it’s a competitive industry, and you need to stand out!

What about those listings that have sat on the market for a while…with more activity imminent, now is also an opportune time to capitalise on the extra activity, and reinvigorate the copy to generate enquiry. It’s amazing what some fresh copy can do to create energy around a ‘tired’ listing.

Here at PPC, we WRITE copy for property professionals every single day, and can assist you with refreshing and polishing existing copy, or writing new copy. Contact us to find out more.

Happy selling!

Sell the season

Spring has sprung, and no doubt you are very busy prospecting and listing in this traditionally active period. When spring arrives, there is a general feel of optimism that accompanies the flowers blossoming and the warmer weather, and it’s ideal if you can incorporate some of this joie
de vivre into your spring marketing copy.

Although buying a house is generally a decision that has long term consequences, we still generally think in the ‘now’, and emotion does drive decision making, particularly for a purchase of a principal residence. Utilise that emotion to create word-pictures and tell a story to the buyer via
the copy…assist them to visualise what it would be like to live there.

Throughout the four seasons, you can engage with your market by creating a sense of ‘today’, and making the copy relevant and fresh.

If a listing has sat on the market for an extended period you must remember to go in and refresh the copy…you don’t want to be talking about cosy fireplaces in the middle of a sweltering

We are property copy experts and we can write your copy for you to save you time. The above is one of the ways we make your copy shine!


Did you know that at Professional Property Copy (PPC), in addition to writing copy for agents, we also supply a proofing service!

If you have a piece of marketing material you may have written recently, or even a long time ago, that you would like proofed, we can provide this service. We won’t just be proofing for spelling and grammar; but also for repetition of words/phrases, context of language, brevity of message, and impact.

This service ranges in price, depending on volume of work, and length of material. Contact us today for a quote!

Oxford Comma

There is often confusion about the use of correct punctuation and grammar; with the use, or omission, of the Oxford Comma being one of the most debated.

What is the Oxford Comma?

The Oxford comma is the final comma in a list of things. For example:

Features of the home include: open plan living, north facing deck, and double carport.

The Oxford comma comes right after north facing deck.

Use of the Oxford comma is stylistic, meaning that some style guides demand its use while others don’t. It is not essential to use it, nor is it incorrect not to use it; however, it can help make sense of a sentence that is listing multiple items or ideas; it can clearly separate the individual items. For example, if the sentence read instead (below):

Features of the home include: open plan living, north facing deck and double carport.

This could read that the double carport is also north facing, which may not necessarily be the case, or of any relevance. Using the Oxford Comma (or serial comma) can resolve ambiguity, and therefore is generally a better option, if in doubt.


Do you write a blog? If so, how frequently? If not, why not? Blogs can be an effective branding tool that are both cost effective and have the capacity to reach huge audiences, particularly if shared by recipients with their networks on social media.

Blogs with the most impact are topical and don’t focus on self-promotion; rather they offer value to the readers. They can be written in a less formal manner if it suits your style, and some light humour can work well (but do be careful with this, there can be a fine line between making someone smile or offending them…if in doubt, leave out).

Make sure your blogs have a consistent style – whether that be casual or more formal, and that you schedule them in for a certain frequency and stick to it – weekly, fortnightly, monthly, or even quarterly.

Avoid talking about politics – you can outline the effects a particular piece of legislation, or a policy announcement may have on the housing market for example, but steer clear of making party political statements.

Finally, make sure you proof-read thoroughly; nothing detracts more from professionalism than typos or poor grammar.

If all of this sounds daunting or time-consuming, you can outsource this task to a professional. At PPC we write blogs for agents around Australia. Contact us to find out more.

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