Writing property copy that is energetic and appealing is KEY to readability…it must have ‘life’, and it should also have a well-structured narrative; structure is one area lacking in a significant portion of property descriptions published online.
To inject life into your copy, you need to be mindful not to overuse adjectives, and ensure your text is verb-friendly; i.e. has a lot of doing/active words. Verbs are the action words that work along with nouns as the critical part of a sentence or phrase, telling a story about what is taking place.
In the case of property copy, creating an inviting scenario related to the property and the lifestyle/benefits it offers. Transport the reader into the home – put them out on the deck admiring the kaleidoscope of colour of the shimmering city lights, whilst sipping on a chilled glass of prosecco, as twilight descends.
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