Whether your real estate ads appear on your own website, a listings website, in a local newspaper or a real estate magazine, there are three core elements included:

  1. 1. General information
    These are the basic facts about a property – the address, number of bedrooms and bathrooms, size of the block, price and method of sale.
  2. 2. Photographs
    The first impression buyers usually get of a home is from the photos. Buyers will quickly move on if photos don’t reflect the property well in a listing. High-quality professional photos that show the home in its best light are more likely to get potential buyers in the door.
  3. 3. Property Description
    The written element of a real estate listing should complement the accompanying photographs and general property information by communicating the home’s features and benefits. This gives potential buyers a feel for what makes the home desirable compared to others on the market.

In a well-structured property description there are four parts. These four segments should build upon each other and link together seamlessly:

1. Headline

Your headline is the first opportunity to capture attention. You want your headline to encourage potential buyers to read on. Make it snappy but try to incorporate target keywords or a key benefit.

Here are ten examples:

  • 180 DEGREE OCEAN VIEWS
  • A LAKESIDE LIFESTYLE BECKONS
  • A PLACE WITH SPACE
  • BIRD’S EYE VIEW
  • ENTERTAINER’S DREAM
  • FALL IN LOVE WITH YESTERDAY
  • FOREST HIDEAWAY UNEARTHED
  • GOOD BONES, GREAT POTENTIAL!
  • POSITION, PRIVACY, PERFECTION
  • SMOOTH SAILING

2. Scene setter

It’s important to write a strong opening statement that refers to one or two of the home’s best qualities. Emphasising these early will create immediate interest and inspire a potential buyer to continue reading.

Here are ten examples of strong openings for real estate listings:

  • Striking architecture, distinctive design and the perfect location to enjoy a relaxed easy lifestyle – you can have it all.
  • This impressive home capturing the essence of its coastal location epitomises luxury beachside living.
  • This stylish, sunlit apartment features a free-flowing layout and panoramic views that take in the city skyline.
  • Embracing a sunny northerly aspect, this superbly positioned home is set before a sparkling seascape and a faraway coastline.
  • You will be seduced by the charms of this sprawling residence situated on over 2 ½ private acres in the rural setting of Treetop Hills.
  • This brand new architect-designed home will cope beautifully with all the challenges a busy family throws at it.
  • Admire the sweeping views and enjoy the serenity from this stunning north facing designer home on 4 magnificent acres.
  • This impeccably presented single-level villa in a small complex of four includes all you need for a comfortable lifestyle.
  • There’s an emphasis on quality in this privately set brick home nestled in a highly coveted cul-de-sac street.
  • Awash with northern light, this welcoming home’s fresh interior of crisp white walls, plantation shutters and cool timber floors make you want to kick off your shoes and relax.

3. Narrative/Description body

This is where you provide details about the home’s features and benefits. This may include details about the interior layout, the style, the garden, the amenities close by, the view, the aspect and the setting. Try to use your narrative to give potential buyers some insight into what it would be like to live in the home. Your potential buyer wants to know which of their needs will be met, or what it is that is going to make their life better. (see Eight Essential Tips for Writing Property Ads for more on this).

Here are ten motivations likely to influence buying decisions:

  • make money
  • save time
  • security
  • comfort
  • to stand out
  • to fit in
  • privacy
  • convenience
  • prestige or social acceptance
  • to belong

4. Closing/Call to Action

If you desire action from potential buyers, you need to ask for it. This could be a request to complete a form, pick up the phone, click on a link or send an email enquiry. Keep it clear, simple and easy for a potential buyer to respond. Most importantly, don’t forget to include contact information! (see Real estate listings: what makes a good call to action? for more on this)

Here are ten examples:

  • Arrange to take a closer look. Call now on XXX
  • Book now for a personalised property viewing
  • Call XXX on XXX for an appointment to view this exceptional home
  • Come and see for yourself. Contact the agent to arrange an appointment.
  • Come and take a look at this beauty. Contact Agent
  • Don’t take my word for it, come and see for yourself! Phone XXX or email XXX
  • Inspect for yourself and be prepared to fall in love. Visit Saturday XXX at XXX
  • Once you see it you’ll want to own it. Request information pack
  • A must see – call now to inspect! Tel XXX
  • A rare opportunity to capitalise on the next hot spot. Call XXX on XXX for more information.

We’ve all heard the saying ‘a picture is worth a thousand words’, but when selling real estate, images tell only half the story. Pairing your property images with well-crafted, well-structured persuasive advertising copy can begin to create an emotional connection with potential buyers before they’ve even picked up the phone to arrange an inspection.