Writing Copy That Sells High-End Homes

A fantastic property description helps make the property attractiveness to a selection of prospective buyers, but luxury houses normally have a defining design. If so, focus on that home’s uniqueness.

NEW YORK – Diane Hartley, Institute for Luxury Residence marketing president, offers a approach for composing successful real estate copy for superior-conclusion properties:

  • Contemplate how a presented property need to be framed. “While it’s ordinarily a excellent thought to enable the purchaser to picture by themselves in the house by trying to keep the description imprecise, from time to time it can help to get precise,” Hartley writes. “Especially for residences with defining features, test framing them appropriately.”
  • Find a title that grabs the supposed audience’s interest. Hartley suggests “using one of a kind adjectives, or at the very least adjectives other than ‘beautiful,’ ‘awesome’ or ‘amazing,’ as they will make the title stand out.” The objective is to hook the reader and entice them to do additional exploration.
  • Pack in details with no shedding coherence. Hartley endorses using tactile and vivid term options. “When composing authentic estate descriptions, try out participating in off the images to build the most cohesive copy,” she says, including that the photographs need to depict the features pointed out in the duplicate.
  • Use buzzwords the audience is wanting for – and verbs that emphasize action in purchase to build a sense of urgency.

Source: RISMedia (07/15/21) Hartley, Diane

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Lorrie R. Pedigo

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