Professional Property Copy

Sell the Benefits

A few weeks ago we conducted a survey about what challenges Agents find when writing marketing copy, and number three on the list was ‘effectively highlighting the benefits’.

When writing your copy it is critical to ensure the KEY message is at the very top of the copy, reflected in the headline and encapsulated in the first sentence. Use the principle of news writing, which is the inverted pyramid style, whereby the first sentence is the essence of the narrative; if the reader is only going to read a few sentences (which is highly likely), then the punch has to be delivered straight away.

A property can have many features, but it is important that the most significant or tantalising benefit is communicated strongly to attract the attention of the market.

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