©Paul Raftery
When I say I write copy for the property market, it’s a bit of a sweeping statement because the variety is huge.
I’ve written copy on behalf of estate agents, architects, surveyors and property developers. And I’ve created content for their websites, brochures, sales letters, blogs and award entries.
Writing a brochure for a chain of estate agents is quite different to creating an award entry for a £300 million property developer. But that’s what I love about my job. What underpins both projects is the need to understand my client and their market and the ability to create copy that speaks directly to their audience.
What does good property copywriting involve?
There are some common themes running through property copywriting.
Benefits not features
The property market involves selling a lifestyle, along with attention to detail. And most of all it is about selling the benefits, rather than merely the features. People react to benefits because they can imagine the effect they would have on their lives. The location, the lifestyle, the dream …
Words to complement pictures
Yes, the images do tell a story and a stunning hero image on your website of your latest architectural design or exclusive house for sale will cause jaws to drop as readers fantasise about living in a home like that. But I see so many property websites relying on the images and missing out on vital copy or, worse still, using technical, formal language. The copywriting should bring your story to life. And from a website optimisation angle, you need copy to explain your images to increase your chances of a better ranking.
Trust
Time to ruffle feathers. There are some areas of the property market that have a less-than-glowing reputation. Estate agents perhaps fall into this category. (I know, I’m trying to win your business here, not lambast you so hear me out). Investing in good copywriting is one way to overcome the inherent lack of trust some consumers have. When I worked with estate agent Castles, the copy was carefully conceived to demonstrate the honesty and transparency they pride themselves on. Straight talking will get you a long way.
You can see examples of property clients I’ve worked with in my case studies:
Blanchflower Lloyd Baxter chartered surveyors
I’ve also written winning entries to help property tycoon Vraj Pankhania of Westcombe Homes gain recognition at the Asian Business Awards and Asian Voice Awards.
That’s the beauty of dealing with a copywriter who spans so many different industries and styles.
If you have a property copywriting project you would like me to quote for, please get in touch.
