Copywriting for your real estate ad may seem like the easiest aspect. Just say what you’re advertising, right? It’s quite possibly the most glossed over aspect of ads and it shows in many of the ads that are floating around out there.
Great ad copy isn’t just flawless grammatically. Great ad copy is strategic. It is written to get the reader to do EXACTLY what you want them to do; click on your ad and submit their information.
Agents who handle their own advertising or farm it out to someone who knows just as little as they do when it comes to copywriting typically have ads or posts that are word vomit.
JUST LISTED!!!! (emoji emoji emoji) Cute ranch at 123 street ave has all the charm in the world with beautiful kitchen remodeled floors updated bathrooms new roof fantastic master!!! (Emoji Emoji) Don’t forget the sensational patio with huge back yard for Rufus to run around in and kids to play! Open house this Sunday be sure to come visit or call me! This house won't last long! Price $XXX,XXX #annoyinghastag #annoyinghastag #annoyinghastag #annoyinghastag.
Nothing makes me want to smack a realtor upside the head more than posts/ads that look like this. Nobody likes reading this trash. It overwhelms their mind, screams amateur hour, undermines the quality of the property you’re trying to sell (not to mention your ability to advertise), and ultimately results in no clicks and no leads. If you’re a realtor reading this and this is exactly what your posts look like, sorry I’m not sorry. Tough love is a good thing.
Real estate copy is short, sweet and to the point. It should flow like a waterfall. There are different ways to achieve this flow, but here’s a pretty basic version that always converts:
The top of the waterfall is bringing them in, the middle tells them what your listing offers, and the end encourages them to act.
Ad copy that isn’t compelling, doesn't stand out, isn’t easy on the eyes and doesn’t have a call to action will never result in warm leads for your listings. Do it right the first time and repeat. You’ll be thankful you did.
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