Copywriting for Real Estate:

7 Tips for Selling with Words

With the demand for properties growing at a steady rate, real estate is a competitive industry with exciting opportunities. Whether you’re a real estate agent or an agency managing diverse property listings, strong copywriting for real estate is essential to stand out from the crowd and attract potential clients.

Real estate copywriting is not just about writing out property listing details. It’s about creating a narrative that resonates with potential buyers and motivates them to take action. With the right words, you can transform standard property descriptions into captivating stories that speak directly to your target audience and motivate them to reach out to you or buy your product or service.

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What Is Real Estate Copywriting?

Real estate copywriting is the skill of creating compelling written content specifically tailored for properties, listings, or real estate-related services. It’s about crafting engaging messaging that effectively communicates the unique features and benefits of a property or a real estate service to potential buyers or renters.

Good real estate copywriting not only informs but also inspires your audience to take a desired action, whether it’s scheduling a viewing or making an offer. 55% of consumers are more likely to buy something if they love a brand’s story, so don’t underestimate the value of copywriting in real estate marketing.

Copywriting for Real Estate Agents

Types of Copywriting for Real Estate

There are different types of real estate copywriting, and each serves different purposes in reaching and engaging with potential buyers and sellers. Here’s a breakdown of the different types:

  • Website Copy: Clear and compelling website copy is crucial for introducing visitors to your services, highlighting your expertise, and showcasing your listings.

  • Social Media Posts: Consistent and engaging social media presence on platforms like Instagram, LinkedIn, and Facebook helps build brand awareness and keeps you top of mind for potential clients.

  • Email Sequences: Email sequences can be used throughout the buying or selling process to provide valuable information, share updates on new listings, and stay connected with potential home buyers and sellers.

  • Email Newsletters: Regular newsletters are an excellent way to keep clients informed about market trends, real estate industry news, and new property listings.

  • Property Descriptions: Whether it’s a single-family home, luxury condo, or commercial property, each listing should be written to highlight its unique features and appeal to potential buyers.

  • Sales Pages: In addition to individual property listings, real estate professionals may also create sales pages for specific services or offerings for your target market.

  • Blogs and Articles: Blog posts and articles can cover a wide range of topics, from local market trends and neighborhood guides to home-buying tips and renovation advice. They help your real estate business establish authority and drive organic traffic to your website.

  • Real Estate Ads: Real estate ads are promotional messages to attract attention and generate interest in properties, whether for sale, rent, or lease.

This is not an exhaustive list. Depending on your real estate business goals, there may be other types of real estate copywriting that you’ll use to attract and convert your target audience.

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The Insane Benefits of Copywriting for Real Estate Agents

Copywriting offers incredible benefits for real estate agents and organizations, driving higher engagement, conversions, and brand perception. Statistics report that personalized content can lead to a 42% higher conversion rate, which goes to show the importance of tailored messaging in the real estate business. Additionally, businesses with active blogs experience 97% more links to their websites, boosting their online visibility and attracting more potential buyers and sellers.

Plus, with email marketing boasting an impressive $36 return on investment for every $1 spent, and content marketing generating three times as many leads while costing 62% less than traditional outbound methods, the benefits of strategic real estate copy are undeniable. Simply put, creating compelling real estate copy helps you stand out in a competitive market and achieve better success.

7 Tips to Improve Your Real Estate Copywriting and Convert More Leads

The financial sector is competitive, so your financial copywriting needs to stand out. To do that, you don’t need to use complex financial concepts or showcase your in-depth knowledge of difficult technical terms. Instead, you need to focus on saying what your audience wants to hear. Here are eight finance copywriting strategies you can use.

1. Research Your Target Audience

To write effective real estate copy, you need to know what makes your target audience tick. When you understand your target audience’s pain points, desires, and hesitations, you can write compelling copy that speaks directly to their motivations and concerns. And when you have an emotional connection with your audience, you’re much more likely to convert them.

For example, knowing that your target audience is mainly young families seeking homes in family-friendly neighborhoods allows you to highlight features such as nearby schools, parks, and recreational facilities in your property descriptions.

You may have different target audiences for different property listings or services. It’s important to research all of them to tailor your messaging to resonate with their needs, preferences, and aspirations. You can gather customer research data through surveys, interviews, social media analytics, and browsing websites where your target audience is sharing their honest thoughts, such as Reddit.

When crafting your copywriting for real estate, you can use Reddit and other social media websites to research your target audience.

For example, imagine you’re a real estate agent focusing on first-time homebuyers. Browsing through the Reddit thread above will give you valuable insights into what qualities, skills, and experiences to highlight on your website and social media to generate leads and attract more buyers.

Overall, real estate professionals can create good copywriting that resonates deeply with your target market and drives engagement by investing time in thorough audience research.

2. Focus on Benefits, Not Features

Focusing on benefits instead of features when writing property descriptions and other types of real estate copy allows you to paint a vivid picture and establish an emotional connection with your target audience.

While features describe the physical attributes of a property, such as the number of bedrooms or square footage, benefits highlight how those features improve the buyer’s life or fulfill their desires. For example, instead of simply stating “four-bedroom house with a spacious backyard,” you might emphasize the benefit of “plenty of room for your growing family to play and entertain outdoors.”

By focusing on benefits, you tap into the emotional drivers behind a buyer’s decision-making process, such as safety, comfort, and happiness. This approach helps create a more compelling narrative that resonates with potential buyers on a deeper level, ultimately increasing their desire to purchase the property.

It doesn’t mean that you shouldn’t talk about features in your real estate copy at all. Features-driven copy provides valuable information to potential buyers, and it should be a part of your real estate agent marketing plan. But remember to balance it with benefits-driven copy to capture your target audience’s attention more effectively and motivate them to take action.

3. Use Relatable Language

Using relatable language in your real estate copy helps you connect with your audience on a personal level and make them feel understood. Relatable language creates a sense of familiarity and comfort, making potential buyers or renters more receptive to your message. To create compelling content, remember that you’re speaking to real human beings, not robots.

For example, instead of using technical jargon like “open-concept layout” or “gourmet kitchen,” relatable copy might describe the kitchen as “perfect for whipping up family dinners” or the living room as “ideal for cozy movie nights with loved ones.”

This approach helps potential buyers envision themselves living in the space and creates an emotional connection to the property. In contrast, copy that lacks relatable language may come across as cold or impersonal, making it harder for readers to connect with the property description.

4. Tell a Story to Your Potential Buyers

Research shows that people remember stories up to 22 times more than facts alone. Using storytelling in real estate copywriting helps potential buyers or renters form a meaningful connection with a property description and recall it better in the future.

For example, instead of writing about a “spacious backyard with a pool,” storytelling copy might paint a picture of lazy summer afternoons spent lounging by the pool with family and friends, full of laughter and the gentle splashing of water. Use descriptive language and emotionally charged words to tell – and sell – potential home buyers the story of living in a particular house or apartment.

5. Don't Underestimate the Power of Email Marketing

According to a report by the National Association of Realtors, 93% of real estate agents prefer email as their primary form of communication with clients. But email is also a highly effective marketing channel that can help you nurture relationships and convert leads.

You can build an email list by collecting contact information from website visitors, open house attendees, or through lead generation campaigns. Once you have a list, you can send emails with personalized property alerts based on client preferences, newsletters featuring market updates and industry insights, open house invitations, client testimonials or success stories, and more.

By consistently delivering relevant and valuable content to your email subscribers you’ll foster trust, build credibility, and ultimately drive business growth.

6. Craft Compelling Headlines

Your headlines need to capture the reader’s attention in a saturated space. In real estate marketing, you have split seconds to convince your leads to engage with a particular property description, and a lackluster headline may cause them to scroll past without a second thought. Make your headlines punchy, intriguing, and informative to attract more qualified leads.

Real estate headlines should focus on the aspects that set the property apart and grab the attention of a potential buyer or renter. For example, this Airbnb headline for a vacation rental unit emphasizes the most important features of the property (“rooftop” and “jacuzzi”) while also painting a vivid picture of what it’s going to be like to stay there (“near nightlife”).

Example of copywriting for real estate with a compelling headline.


7. Optimize for SEO

With over 90% of online experiences beginning with a search engine, the importance of SEO for real estate copywriting cannot be overstated. It’s important to incorporate relevant keywords into your content and copy and consistently create high-quality content to publish on your website. This will help you improve your visibility in search engine results and drive more organic traffic to your website.

When optimizing for SEO, remember that you’re writing for humans and not search engines. You don’t need to give up your voice for keywords. Creating a successful SEO strategy is all about organically incorporating intentional keywords to help your target audience find the information they’re looking for online.

Organic search leads have a 14.6% close rate, compared to only 1.7% for outbound leads, which makes content marketing a highly effective type of real estate marketing, whether you’re a real estate agent or run a property management company.

Learn more about SJ Digital Solutions SEO services to start ranking on the first page of Google. In the past, we helped a real estate crowdfunding app triple its ranking keywords in less than three months with a custom keyword and content creation strategy. As a result, the app’s website traffic soared from zero to over 2,400 organic clicks per month. Read the full case study!

Copywriting for Real Estate Examples


Airbnb is an online marketplace that connects people seeking accommodations with hosts offering short-term rentals, including vacation homes, apartments, and rooms. It has grown incredibly popular in recent years, and its real estate copywriting is easy to understand, concise, and informative.

Real estate copywriting example on Airbnb.

For example, this section is enticing potential hosts to start listing their accommodations on Airbnb. It emphasizes how straightforward it is to be an Airbnb host, with phrases like “Airbnb it easily.” Plus, it also shows that when you host your house or apartment with Airbnb, you’ll get extensive support from the platform, including “one-to-one guidance with a Superhost,” getting matched with “an experienced guest for your first listing,” and opportunities to get “specialized support” for new hosts with “one-tap access to specially trained Community Support agents.”

This real estate copy is clever because Airbnb knows that people may be hesitant to start hosting on the platform and may question whether it’ll end up being too difficult or if the Airbnb commission fees are worth it. The copy gives tangible answers to these questions, explaining why hosting on Airbnb is easy and how you can get additional support to make sure everything is running smoothly.

Century 21

Century 21 is a well-known real estate franchise company that operates globally, providing services for buying, selling, and renting residential and commercial properties. Despite the company’s size, its real estate website is clear and easy to navigate, which makes buyers and sellers feel more confident and relaxed as they approach the complex topic of purchasing or selling their home.

Century 21 is a good example of copywriting for real estate.

On the home page, Century 21 has clear pathways for the different target audiences in the navigation bar with options to “find a home,” “sell a home,” “mortgage,” and “join C21” as a real estate agent. This company knows that people come to their website with different objectives and makes it easy for their visitors to find the pages that they need.

Century 21 also forms an emotional connection with its audience encouraging them to “find a home to suit your lifestyle” and assuring them that they’re in the right place to “find exactly what you’re looking for.” It makes the process that lies ahead seem manageable and enjoyable!

The Agency

The Agency” is a high-end real estate brokerage known for its luxury properties and celebrity clientele. It offers premium services in buying, selling, and leasing exclusive homes and estates. It’s a good example of a real estate website that intimately knows its target audience in the real estate niche.

The Agency website is an example of copywriting for real estate.

The Agency has attention-grabbing headlines, such as “Your window to the world’s finest real estate.” It establishes right away that the property listings on this website are high-end and are targeting a certain clientele instead of everyone. If you’re someone searching for a luxurious property, you’ll feel immediately understood by this real estate copywriting and connected to The Agency’s website.

Your Real Estate Copywriter, Samantha Hawrylack

Working with a real estate copywriter can significantly enhance the effectiveness of your real estate website and marketing materials.

A skilled real estate writer can craft compelling property descriptions, blog posts, and marketing materials that resonate with your target audience, driving engagement and attracting more leads. Real estate copywriters also have a nuanced understanding of the industry, which means that the copy they write will be informed by the latest trends and a deep understanding of your audience.

I’m a Certified Conversion Copywriter for real estate businesses. In the past, I’ve written on various real estate topics, such as creating a passive income with real estate and real estate investing. I also helped a crowdfunding app triple its ranking keywords in less than three months and grow its website traffic from zero to over 2,400 organic clicks per month. Learn more about working with me.


Our Search Engine Optimization for Financial Services Framework


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Our content is strategic, researched, and optimized to improve your brand visibility and to connect with your ideal clients. . .and you don’t even have to lift a finger!


You use data to make informed decisions for your financial services business. It’s no different with marketing.

We regularly monitor Google Analytics and Google Search Console to see how your content is performing, and then we send the reports to you. And we’re proud to say that we take action based on numbers, data, and market research when we periodically update your SEO.

Get A Proposal

Turn leads into customers and get started today. We’ve partnered with finance brands around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.

Still Curious?

Frequently asked questions

A: Real estate copywriters write persuasive copy and content that help you effectively communicate the unique features, benefits, and selling points of properties and real estate services so you can engage your audience and drive more sales. Real estate copywriters stay updated on market trends, conduct audience research, and optimize content for search engines to maximize visibility and reach, but they also know how to leverage buyer psychology and storytelling to create an emotional connection with potential buyers and sellers and inspire action.

A: You should consider investing in a real estate copywriter if your copy and content are not sparking as much interest as you’d like and your conversion rates remain the same despite your ongoing marketing efforts. You may also be struggling to effectively communicate the unique features and benefits of your properties or real estate service. It’s also possible that you simply don’t have time to write your real estate copy anymore as your business grows and you have more needle-moving tasks on your agenda.

A: Copywriting, content writing, and ghostwriting are similar to each other, but there are some important differences between these types of writing. Copywriting for real estate is the art and science of creating a persuasive message that convinces your target audience to take action, whether it’s booking a consultation call with you or inquiring about a listing. Content writing is all about creating informative and engaging content that improves your SEO rankings, establishes your authority, and drives traffic to your website. Ghostwriting is when a real estate copywriter writes copy or content for your business without receiving credit for their work.

A: When writing your real estate copy, it’s important to remember that you’re writing for human beings and not search engines. While it’s important to strategically incorporate keywords into your blog post articles and website copy, you ultimately should write content that’s genuinely helpful to the people who are searching for it. Try reading your blog post or website copy through the lens of your target audience and see if you can easily find the information that they’re searching for and become engaged by it.

A: You should look for a real estate copywriter who has a solid grasp of technical concepts like SEO and market research as well as the ability to be creative and craft engaging narratives that resonate with your target audience. Your real estate copywriter should be able to bring your property listing to life with strategic storytelling. They should also have a deep understanding of the real estate industry and an extensive portfolio of previous work.

A: A property copywriter is a specialized type of real estate copywriter who focuses specifically on creating compelling copy for real estate properties. They craft engaging descriptions, narratives, and marketing materials that effectively showcase the unique features and benefits of real estate properties, whether residential or commercial. Property copywriters work with real estate agents, management companies, and marketing teams to develop content for different marketing channels, such as websites, property listings, social media, and print materials.

A: Real estate copywriting is both an art and a science, so the best strategies are quite diverse. It’s crucial to research your target audience and write copy that speaks to their preferences, motivations, and pain points. You should also balance features with benefits and highlight how a property or a real estate service can help your target audience improve their lives. It’s important to balance more creative aspects of real estate copywriting, such as storytelling, with more technical factors like SEO optimization.

Get Converting Real Estate Copywriting Services From SJ Digital Solutions​

Real estate copywriting is essential for effectively showcasing properties, connecting with your target audience, and improving conversions. At SJ Digital Solutions, we help you confidently scale knowing that the words behind your business are working for you.

As a real estate professional, you’re busy. This is why we write your website copy, email sequence, or social captions in just one action-packed Conversion Copy Day. We’ll dedicate an entire day to writing your copy and take it through a round of revisions to ensure that you love every single word.

If so far you’ve created a sorta ok copy but know it is not speaking directly to your people and crave more clarity in your real estate messaging, we’ll use tried and tested conversion copy strategies to write words that attract potential clients, make you stand from competitors, and sell for you while you focus on CEO tasks. Get in touch with us to take your business to the next level!