Great real estate agents know that they aren’t selling homes, they’re selling transformations. but knowing that and creating real estate ads and listings that reflect it are two entirely different things.
All too often, real estate listings read like laundry lists: 4 bedrooms, 3 bathrooms, Neighborhood, Large, fenced backyard, Good schools, Walkable, Completely renovated, Modern finishes…blah, blah, blah.
Does it tell you about the house? Sure.
But it tells potential buyers nothing about what they really care about: what will their life be like if they buy this house?
Copywriting is writing that encourages the reader to take a specific action. For real estate agents, knowing how to write engaging, a persuasive copy can mean the difference between a 6-figure real estate business or a 7-figure one.
Good copywriting sells properties. But how do you actually use it? How do you write real estate ads that get more leads and sell more properties?
In this article, we’re sharing a 6-step process that will help you take your real estate listings from “that sounds nice” to “I want this property now!”
How to Write Persuasive Real Estate Ads
In this section, we’ll be using a copywriting framework from Digital Marketer to make creating powerful real estate ads practically plug and play.
- What the Buyer Has
The first area we’re going to look at is what your buyer has right now. What’s happening in their life without the property you’re selling them?
- Are they living in a cramped apartment?
- Do they need to downsize?
- Is their current home outdated?
Next, you’ll fill in the After section by talking about what the buyer will have once they buy the property you’re selling.
- Will they have plenty of space for a growing family?
- Brand new finishes?
- A park across the street?
- What Buyer Feels
This step is about your buyer’s emotional state. What are they feeling in their life now, without the property?
- Frustrated at the lack of space?
- Sad that they can’t have a pet?
- Bored because there’s nothing to do nearby?
Next, as you’ve probably guessed, you’ll fill in the After section with how the buyer will feel once they buy the property you’re selling.
- Are they relieved that they finally have enough room to put all their stuff?
- Joyful that they have a kitchen they can actually cook in?
- Ecstatic that they finally have the backyard space for a dog?
- The Buyer’s Average Day
What does an average day in the buyer’s life look like now, in their current property?
Start at the beginning. What happens for them in their current space from the moment they open their eyes in the morning to the time they close their eyes at night?
- Do they have to fight for bathroom space?
- Are they always late to work because they don’t have easy access to the things they need?
- Do they eat dinner in the living room in front of the TV because they don’t have space for family dinners in their dining room?
Then, it’s time for the fun of what an average day looks like in the property you’re going to sell them. This goes in the Average Day, After section.
- What can you do to change the story your buyer is telling about themselves? For real estate, this may seem obvious: they’re buying a better house, presumably in a better area with better schools, more things to do, etc. But we encourage you to dig a bit deeper here. First, you’ll want to add to your grid what story your buyer is telling about themselves right now. What’s keeping them in their current property? Add those things to the Status, Before section of your grid. Next, what’s the story your buyer can tell about themselves once they buy the property you’re selling?
- Are they better parents because their children will have their own rooms, access to better schools, or access to the park across the street?
- Will they be taken more seriously because they have a nicer home?
- That escalated quickly, eh? This section is all about aligning yourself and the new property with the buyer in a battle between good and evil. This sounds big, but it doesn’t have to be that serious. The good and evil you’re fighting with your buyer are the “evil” of not having their needs met by their current property and the “good” of choosing a property that meets their needs. That’s it. In the Good vs. Evil, Before section, you’ll use everything you’ve documented so far to paint a powerful picture of your buyer’s life where they are and how they deserve more. Then, in the Good vs. Evil, After section, you’ll highlight the amazing things your buyer will experience with their new property.
- Putting it all Together
By now, you have a completed grid and a really great idea of the points you want to hit in your real estate ad. But how do you put it together? Fortunately, if you’ve completed the grid from steps 1–5, you’ll already have 80–90% of your copy written. Now you just have to create a cohesive story around it. The grid that you completed is set up to move from powerful messaging to the most powerful messaging as you move through the rows. Your real estate ad will follow this format.
Your goal is to lead buyers through the grid. They’ll eventually get to a point where they’re sold and don’t really need to read more. Some will be convinced as early as the Feel section while others will need to read all the way through.
Create an outline based on your grid and start fleshing each section out using stories and emotional language. When in doubt, think about this old advertising adage: Don’t sell the mattress, sell the good night’s sleep. Book a call with us today to find out more!