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Your listings can feature great photography, feature captivating videos, and include fabulous virtual tours, but before a buyer makes an offer, they’ll probably want to know more about the property.
That’s why it’s essential for luxury real estate agents to keep their writing skills – and their pencils – sharp. Written descriptions are very powerful and should be the anchor of a larger marketing plan.
For over 15 years I have worked in sales, marketing and interior design, and I know that what we communicate through words is just as vital as what we communicate through visuals. It has enlightened my real estate practice, buyers, sellers and investors knowing they can come to me for detailed and accurate information.
I don’t expect to win a Pulitzer Prize anytime soon (yes, my last name comes from that Pulitzer – my husband’s great-grandfather founded the famous literary prize), but I do expect my luxury listings include copy that brings each property to life. On that note, here are my top three do’s and top three don’ts when writing for real estate.
What luxury real estate copywriting should be
In many luxury markets, the name of the architect, landscape architect, interior designer, and builder or developer means a lot to potential buyers. In addition to providing a professional floor plan, I will also mention the structural strengths of the home – for example, a main floor master suite, staff bedrooms, elevator access or seating capacity. garage. Luxury buyers are captivated by the details that make a property unique.
The subjective perspectives are very impactful; use them to organize a description that evokes the feeling of being there. I could mention the quality of the morning light that stains the breakfast nook or the serenity of lounging by the pool. I want my tone and language selection to transport shoppers, so they can imagine themselves in space as they read.
Talk about how a person is doing To feel in the property is just as important as talking about what they will see in the property.
Luxury is not limited to tangible things; it’s also a state of mind, and the editorial staff can convey it by giving a glimpse of what’s possible. For example, if there is an outdoor space that offers a lot of privacy, I would note that it would be the perfect place for an intimate garden party or a quiet retreat. You can also include simple phrases that remind potential buyers that you’re selling more than just a house. Here in my South Florida market, it could be as simple as “start living your best life in Palm Beach.”
What Luxury Real Estate Copywriting Shouldn’t Be
1. Too much
Sharing too many details can leave readers feeling lost, so be careful to strike a delicate balance. Looking overzealous can seem off-brand for luxury. Writing words in all caps, trying to create drama or suspense through awkward ellipses, or ending sentences with exclamation points can make a list look more like a Twitter rant than a multimillion-dollar treasure trove. .
2. Not enough
As luxury agents, we can all do better than a standard description. Simply listing square footage, number and types of rooms, and lot size is a missed opportunity. Buyers want to be motivated to explore further.
Prefer the specific to the generic and the creative to the cliché. I see so many ads repeating the term “tropical oasis” that if I’m marketing a property with lush vegetation and a calming atmosphere, I’ll call out those specific qualities rather than default to a worn-out phrase.
If your ad has a grand entrance, describe what makes it grand – whether it’s the quality and materiality of the hardwood floors, the award-winning company that designed the light fixtures, or simply the sense of wonder guests will feel when they stand on it. the threshold.
A solid writing is a profitable investment
A little research goes a long way, and a knowledgeable salesperson is an invaluable resource. I still want details on finishes throughout the property, like type of wood on floors and source of limestone or marble, as well as branding of appliances, smart home features and all that distinguishes this property.
Finally, perfect your craft. Following luxury markets and top producers around the world is a great place to start, and the ease of social media gives you an endless source of copywriting examples to learn from. I firmly believe that we can all learn constantly as we strive to engage buyers and support sellers in more compelling and impactful ways.
Kourtney understands that finding the right REAL ESTATE AGENTⓇ is the first step to buying or selling a home. His patience, integrity and willingness to work hard have become the hallmark of all his sales dealings. His professional career was launched at the award-winning Smith Interior Design group in Palm Beach. Later, she used her renowned interior design skills to open her own namesake boutique, Kourtney Pulitzer. She is an active member of the Palm Beach Board of Realtors, Realtors Association of the Palm Beaches, Greater Ft. Lauderdale, Florida Realtors Association and National Association of Realtors.