Professional Property Copy


Why outsource real estate copy

5 Reasons Why the Most Successful Agents Outsource Real Estate Copy

Every one of your real estate listings builds your reputation as an agent.

The question is, are you building a good reputation or a bad one?

When it comes to marketing a property, you know great photos are vital these days. You know home staging can work wonders.

But did you know that nearly 63% of online viewers are frustrated by the lack of detail in real estate listings, and 59% of people don’t trust that companies who make spelling and grammar mistakes can provide a quality service?

People judge what you write in your listings, so professional real estate writing is more important than ever in the online market.

Crafting compelling copy takes time. You outsource your photography and staging to professionals, here are five good reasons why it pays to outsource real estate copy as well.

1. Outsourcing Saves You Time and The Headache of Writing

So much of your time is invested in prospecting, winning appraisals, organising marketing, and conducting open homes.

And then you need to write the property description. Often at home, at night, after a long day at work.

Maybe you’re an agent who enjoys the creative process of crafting compelling copy that sells the benefits of the property. If that’s you, great. Many agents also have finely tuned copywriting skills!

But copywriting is usually the least popular job for agents. If you find yourself staring at the blank screen or hitting the backspace key more than writing, that’s when outsourcing can save you the headache.

By outsourcing, you get your property to market faster, while freeing up your time to do what you do best – sell properties!

Don’t just take our word for it! Here’s what one of our clients said about outsourcing:

“I have often thought about outsourcing the marketing copy, as I find it frustrating and time-consuming, and I don’t always get the best feedback from my vendors.  I just didn’t know where to start or who to entrust with it, as it is quite a specialised task, and time is always of the essence. I gave PPC a go after receiving some correspondence with them, and the quality was first-class. I cannot believe the writer caught the essence of the property so effectively without an onsite visit. Very impressive”.

Ray White Agent, Canberra.

2. Good copy makes you stand out from the crowd and capture buyer’s attention

When people are deciding whether to come to an inspection, professional photos catch the ‘eye’ of the buyers, and the description then fills in the gaps and appeals at an emotional level, creating a ‘sense’ of the property.

So to stop prospective buyers from scrolling and get them out the door to an inspection, enticing copy is vital to keep them interested.

Buyers want plenty of relevant details in the listing so they can make informed decisions about whether a home is right for them. Good copy also describes the lifestyle benefits of a property that creates a connection with the buyer.

By providing detailed and emotionally compelling copy, you’re making vendors and potential buyers happy, which will help sell your property.

3. Professional copy creates extra value for vendors

Word-of-mouth or referral business is still one of the best ways to get clients. HAPPY clients beget more clients!

Vendors want their homes sold as fast as possible, for the best possible price. That means going above and beyond with a great marketing campaign that includes professional copy.

It only takes 26 seconds for someone to make up their mind about a property. If you’ve gone to the trouble of getting professional home styling and photography, ensure you don’t blow that first impression with a poorly written real estate description.

4. Professional Copy Builds Your Brand Reputation

While your primary focus should be on selling the property, it’s important to know it’s not just buyers who read your listings.

Future vendors are also reading your listings and deciding whether you’re the right real estate agent to sell their homes. If you want to make a good impression, your current listings need to shine.

Here’s a sobering fact: 74% of online users say they tend to notice spelling and grammar mistakes and it puts them off buying from that company. So getting your copy correct is essential, not just for selling properties but for your reputation as an agent.

When you outsource real estate copywriting to a professional copywriter, we provide you with a polished description. What’s more, we can ghost-write it remotely so you can claim all the credit.

“I’ve been using PPC since mid-2013, and my sellers have always been delighted with the copy. Whilst other agents generally include it in their marketing budget, I actually pay for this myself and don’t disclose it has been done by a third party. I enjoy the accolades. Not even my colleagues know, and PPC are very discreet.”

Agent/Principal, Western Sydney region

5. Great Copy Improves Opportunities for Free Editorial Promotion

When you outsource your property copywriting to a professional, you don’t just save precious time; you also increase your chances of receiving additional free marketing.

Most local newspapers have a weekly or bi-weekly property supplement; the editors are always seeking slickly written copy to publish. All you need to do is submit your property editorial with a high-resolution image for their consideration.

If published, you will not only increase that particular property’s exposure and delight your seller; you will also increase the exposure of your profile/brand.  Even better, there is no charge from the newspaper!

Whilst there is no guarantee that any submission will be published, it doesn’t cost you to submit, and it only takes a few seconds to send an email. Don’t give up or be despondent if your first few submissions don’t get published; be persistent (but not annoying)!  If you DO invest in professional copy, you WILL increase your chances significantly.

Make sure, if your piece DOES get published, to flick a ‘thank you’ email to the editor – it will be appreciated, and of course, let the owner know…don’t waste the opportunity to look proactive!

If your vendors are unsure about the value of outsourcing copywriting, we’ve produced a flyer that lists the benefits of professional copy. You can download it here.

Save time and build your reputation by outsourcing your real estate writing to professional copywriters. To find out how we can help you, go to our how it works page or contact us, and we can run you through the details over the phone.

woman writing real estate copy

How to Write a Standout Real Estate Description That Will Make Buyers Fall in Love with Your Property (With Examples)

You’re showing buyers around a property – what do you tell them?

You might talk about how great the covered patio is for barbeques or point out the views from the master bedroom. You might mention how close the school is – just around the corner!

Except, you no longer get the chance to chat about a property’s benefits.

Thanks to online listings, most buyers have decided long before viewing a property whether they like it.

Statistics reveal that 97% of people looking for properties start their search online – and of those under forty, 99% are searching online.

And that’s why good real estate copywriting has never been more crucial.

While great photos and accurate data help buyers narrow their selection, the listing description is what differentiates and ‘sells’ a property. All those things you would have pointed out during an inspection need to be in the property description.

We buy with emotion and rationalise our decision later. Good copy creates an emotional connection to the property, helping buyers imagine themselves living happily in the home.

A photograph might show the covered patio, but the real estate description helps the buyer imagine sitting there with a glass of wine, laughing with friends. It’s THAT picture, the picture buyers paint in their imagination, that sells.

And that picture comes down to copywriting.

To write a real estate description that will entice buyers and sell properties, here are eight things you need to include.

1. Ask These Essential Pre-Writing Questions

Most people skip these pre-writing essentials. 

If you want to make your copy stand out, ask yourself (and your seller) these critical questions. 

Ask yourself: What type of buyer would be interested in this property? 

In other words, who is the target market?

There’s an old maxim: when you sell to everyone, you sell to no one.

How you position your copy will depend on the type of buyer you think the property will attract.

For example, if it’s a family home, you will want to talk about how close it is to schools and parks.

If it’s an apartment aimed at downsizers looking for a lock-and-leave property, they’re not interested in schools – you’ll want to talk about security and proximity to the airport.

Targeting a particular buyer means you write SPECIFIC details. Don’t worry; those details will resonate with other buyers as well. By all means, mention that this home would also suit investors or first home buyers, but write the overall copy for one audience.

Ask the seller: What do you love about the property?

The information the seller can give is copywriting gold. They can tell you details like how the sun warms the front living room in winter and how beautiful the spring cherry blossoms look in the yard.

When it comes to painting a picture and selling the benefits, the current owner is a wealth of information.

Ask yourself and the seller: What sets the property apart?

In copywriting terms, this is known as the Unique Selling Proposition or USP. What makes this property stand out from others?

You will want to include these standout details in your headline and the all-important first paragraph (see below).

2. Write an Enticing Headline

The headline does a lot of heavy lifting. 

It’s the first impression your copy creates, and it’s there to entice readers to continue reading.

No one wants to read advertising copy. A headline with a compelling promise draws the buyer into reading further.

Tips for writing a compelling headline include:

  • Incorporate your USP (above)
  • Aim for short and simple but include specific information 
  • Include a benefit – connect it to buyers’ desires
  • Create emotional appeal

Typical example: What a great location!

A better headline: Modern, Spacious – Walk to Shops and Transport.

3. Hook the Reader with Your First Paragraph

The purpose of the first paragraph is to hook the buyer with the key features and benefits of the home.

Ideally, you want them to keep reading the rest of your copy, but if they only read the first paragraph, they will have a good idea of the property and whether it’s right for them.

Here are two examples:

Typical example: [Real Estate Agent] presents this beautiful home suited to families, first home buyers, or investors.

A better first paragraph: With multiple living spaces, a large backyard, and the local primary school just five minutes walk away, this updated home offers easy family living in a prime [suburb] location. 

4. List the Main Features, Sell the Benefits

When we surveyed our agents, one of the main challenges they have when writing copy is effectively highlighting the benefits.

Let’s first start with the difference between a feature and a benefit. 

A feature is what is included with the home. For example, a dishwasher is a FEATURE. 

A benefit answers the question: “So what?!”

The BENEFIT of having a dishwasher is easy clean up after meals.

It’s important to list the main features, so people know what they are. You don’t need to list every one – just the essential elements that make the home stand out and are important to your buyer.

When listing features:

  • Be accurate
  • Be specific
  • Use adjectives wisely (don’t overdo it)

We BUY benefits, so it’s also essential to incorporate some key benefits.

You don’t need to list all of them. Instead, focus on the benefits your target buyer would appreciate. For example, busy buyers will appreciate a low-maintenance courtyard.

You will also want to point out features and benefits that are not obvious from the photos. Recent renovations, eco-friendly features, and location features help sell the property.

For the main benefit (your USP), create an emotional response by crafting a scene. The storytelling advice of ‘show, don’t tell’ helps engage the buyer on an emotional level. 

Telling: the covered patio is great for entertaining.

Showing/storyselling: swap stories with friends over a glass of wine in the undercover entertaining area while you watch the kids play a game of backyard cricket.

5. Give Information About The Location

Not all buyers will be familiar with the local area. Some key details about the location will help buyers feel at home.

What amenities are nearby? Are they within walking distance, and is it actually walkable? If the only way to get to school is down a busy freeway with no footpath, it’s not really walking distance. Keep your credibility by being real and accurate in your descriptions.

What kind of lifestyle does the location offer? Is it a quiet, family-friendly street or a vibrant inner-city location? Will weekends be spent riding bikes through nearby parkland or meeting friends at the bar? 

These details help the buyer find the right property and imagine what life could be like when they buy it.

6. Format For Readability

Prospective buyers are probably reading your copy on their phones. So you want to make it as easy as possible to read. Vast walls of text that scroll for screens won’t be read.

Well formatted writing includes:

  • Short paragraphs, broken by lots of white space (forget what your English teacher told you – break those paragraphs up!)
  • Short, clear sentences. If your sentence goes on for many lines, add a full stop. Or two. (See what I did there?) Interesting writing has a variety of sentence lengths. 
  • Add bullet points. Some people prefer to skip the text and go straight to easily digestible summaries.
  • Edit for grammar and spelling, and then read your writing out loud. If it’s hard to read, the sentences are probably too long.

7. Add a Call To Action

The whole point of your real estate copywriting is to get potential buyers to take action. 

To make a booking, attend an inspection, put in an offer, or call for more information. 

Don’t leave them dangling at the end of your copy; give them clear directions on what action to take next.

A good call to action summarises the main benefit, speaks to the potential buyer’s desires, and creates urgency. Life is busy, and we forget if we don’t act straight away. So a sense of urgency encourages people to take action right away.

For example: This spacious family home is zoned to highly sought-after schools. Don’t miss your chance to secure your child’s educational future. Call us today to arrange an inspection. 

8. Optimise Your Description For Search

When people search online, they use filters and search terms to narrow down the selection. That’s why it’s vital to add targeted keywords (search terms) relevant to your buyer.

As a busy working mum, when looking at real estate, I use the search filters to out any properties without a dishwasher. I also work from home, so I want a house with a study or home office (ideally with a door)!

real estate search filter

A single paragraph description will not cover all the search terms relevant to your property. If you haven’t added the home’s key features in your description – either in the copy or the bullet points, you’re making it harder to find online. 

It takes time to write an engaging property description that includes all the right elements to make buyers fall in love with your property. When days get busy, this often becomes a last-minute, after-hours job. 

Spend your evenings relaxing with friends and family, and let us craft your real estate descriptions for you. For more information, check out our real estate copywriting services page or call to book. 

Essential TIPS for Property Copy with IMPACT!

  • Write in the active voice – use verbs when and where you can, less passive
  • Avoid cliches – e.g: location, location, location!
  • Ensure your text highlights the benefits and points of difference
  • Create word pictures and inviting scenarios
  • Include a sentence/paragraph about location/suburb and proximity to amenities
  • Avoid repetition of adjectives – this is tedious, and one of the most common issues with a lot of marketing copy
  • Proofread yourself + get someone else to check it too…a fresh set of eyes, do not just rely on spell checker.

At  Professional Property Copy we can assist you with all your marketing copy – we work with Agents across Australia from the boutique independent agencies through to the large franchises; and cover all types of property from residential, rural, developments through to commercial, as well as copy for property management listings.

Get it Right… Do not Just RELY on Spell-Checker!

Repeatedly there are many common grammatical errors and misused words published in online property editorials and social media posts…it is not a good look for any Agent, because ‘old-school’ or not, many of us still know the difference, and nothing will detract more from your professionalism than poor grammar (and your vendor will not be impressed).

Complement vs Compliment:

Complement completes something, i.e. neutral décor may complement contemporary furniture.  If something complements something else, it completes it, enhances it, or makes it perfect.  This is usually the complement we should be using in our property marketing copy; however, many people get confused and use compliment, which is a noun expressing praise or admiration for someone, or a verb when you compliment someone on doing a good job.

Storey vs Story:

Storey is what should be used when describing levels in a home/building, as opposed to a story being a narrative.

Dual vs Duel:

It is dual living; not duel living.  So many property ads talk about duel living – it is dual (as in double), not duel as in battle/conflict.

Sought-After vs Sort After:

A location or type of property is sought-after NOT sort after; sought being an adjective and sort being a noun or a verb.  A desirable location is ‘sought after’.


double ‘mm’ and double ‘cc’ always.  Spell checker should pick this up, but again it is often spelt incorrectly…not a good look to be in the property business and not be able to spell accommodate correctly!

Remember, a spelling checker on your computer will not pick this up, as both are correctly spelt, it is the use/context that is incorrect.

Here at Professional Property Copy, we can supply proof-read polished copy ready for immediate publishing, with no effort from you!  Click here to find out more.

Provide Information of Value

Establishing and maintaining connections with your local community is a critical part of growing your brand as an agent; many agents live where they work, for those that don’t – it is absolutely essential you consistently network with the community where you do your prospecting and your core business.

This can be done a variety of ways, from joining your local chamber of commerce and other community groups, through to volunteering at the soccer canteen or coaching a netball team.  One of the most time and cost-effective ways is through social media and email.  Think like a politician and connect with ‘your people’…keep them updated about happenings in their neighbourhood and the wider community, including developments, infrastructure projects and local events.  Make it about them not about you.

It’s so quick and easy to post on Facebook or Instagram about something of local interest; an interesting or relevant post is often then shared on other pages and as such, the reach grows organically.  Try to avoid getting into debates with individuals about controversial topics; keep the tone friendly, and don’t engage with argumentative commentary.

If you supply people with information of interest to them, you promote your brand without the ‘hard-sell’ that is often associated with an agent’s marketing.  Here at Professional Property Copy, we can assist you with ideas to get you started; in addition to writing property copy, we also write blogs, market reports and e-newsletters.

Lights, Camera, Action!

You have done the hard work – you have prospected, you have secured a listing, you are now ready to market it.  The photography is booked and now it is time to write some exciting, persuasive copy to generate enquiry and motivate potential buyers to act!

If this is a daunting and/or time-consuming task for you – this is a chore we can take off your hands.  You send us the photos and floor plan, plus any other relevant information, and we will send you back polished professional copy, individually tailored to your listing.

Our copy is written by a tertiary-qualified, experienced journalist who has worked with real estate professionals since 2008 and has been writing copy for Agents across Australia since 2012.

The copy we supply you will provide several heading options, a full editorial and bullet points; or we can adapt to suit your preferred style.  We inject the copy with energy and vibrancy, avoiding over-used cliches and bland, pedestrian prose.  We use words to create visual images that work in conjunction with the photographs, to communicate an enticing narrative that really SELLS and COMPELLS.

Click here to find out more PPC and our services.

Social Media Groupies!

We are all spending a lot of time and resources on social media posts, particularly in the property business, because there’s little that’s more photogenic than glossy real estate photos.  Here at Professional Property Copy, we have our own Facebook and Instagram page, that we share ideas and publish property images with our followers.  We also actively follow many agencies around the nation; as we just can’t get enough property porn!!

We’d love to follow you, if we aren’t already doing so – please follow us, and we’ll return the compliment! Facebook Instagram

To find out more about our services, Click Here .

The Importance of Investing in a Marketing Campaign

In your daily work life as Agents, no doubt you often meet with sellers who are totally sold on the idea of selling their home for a premium price, but not sold on the idea of investing in a marketing campaign.  The main reason for this seems to be hesitation at making an investment without the guarantee of a sale.  Now, in a flat market, this can seem like an understandable concern; and in a buoyant market when property is moving quickly – many sellers do not see the need.  However, we recommend investing in a marketing campaign in ALL market conditions.

Why invest in a marketing campaign?

A polished, tailored marketing campaign to upload to online real estate portals such as and; has been proven time and time again to give you the optimum chance to sell your home quickly for the best possible price.

It is highly recommended that your clients invest in professional photography and professional copywriting – these are two key marketing tools that will make your property shine, selling the benefits to potential buyers, and highlighting any points-of-difference that really value-add and enhance appeal.  Even in a fast-moving market, you still want to secure MAXIMUM price, and polished marketing increases price perception.

Other marketing tools include signboards and social media platforms, as well as letter box drops and e-newsletters to increase exposure.   The aim is to cast a wide net with your marketing so prospective buyers can be found no matter where they live or the types of media they use.  By marketing to all possible channels, you are maximising exposure to a wider range of potential buyers, which can then in turn create a competitive environment around price; a multiple offer situation is always advantageous to the seller.

Historically, the longer a property is on the market, the less the buyer thinks they are required to pay.  Hence, the importance of investing in a marketing strategy upfront upon the launch of your campaign.  Our team at Professional Property Copy (PPC) can assist you with the copywriting component of your campaign.  Click here to find out more.

Free e-Book!

“An Agents Guide To Writing Professional Property Copy”

Do you struggle to write copy for your listings?  Do you find it time-consuming?  Challenging?  Stressful even?  Not only can we ease the burden by writing and supplying the copy to you, but we have created an e-Book full of handy tips to guide you when completing the task yourself.

At Professional Property Copy (PPC) we have been writing property copy and agent profiles for real estate professionals across the nation since 2012.  We can assist you on a regular or ad-hoc basis, and (unless otherwise advised) supply the copy within 24 hours of receiving the completed order.

Click here to order your FREE E-BOOK. Click Here for more information.

Connect with Relevance!

So here we are in 2021, and sadly COVID19 is still a ‘thing’ – albeit on a smaller scale in Australia than many other countries. We have all had to adapt our behaviour socially and our mindsets around many day-to-day things we once took for granted.

One of good news stories that has emerged amongst the cloud of the pandemic is that our national property market, and overall economy, has fared surprisingly well; thanks to swift action by the federal government and state governments to provide stimulus packages as well as take timely action to suppress the spread of the virus.

What does it mean for Agents? Well, we have all continued working within the guidelines set down on any given day. From virtual inspections and online auctions, through to bans on open homes leading to private appointments only – we have come through it; however, it is still a moving feast.

Although we may all be somewhat COVID hungover, we do also continue to need and seek relevant information pertaining to our region/area with regards to what is happening in our area. Agents are an invaluable source of ‘real time’ intelligence on what is happening in the local market in the midst of all this uncertainty, and it can be reassuring to be regularly updated on activity pertaining to our neighbourhood and surrounds.

Connection is critical we are at time of increased isolation and uncertainty. We can assist you to connect and communicate with your target audience. Click Here for more information.

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