Introduction
On average, a reader clicks a real estate ad only 7% of the time. Given the investment in ad space you're going to make, that sure doesn't feel like a lot. How do you make the reader pause and consider clicking?
You write good copy. Investing in good copy is investing in a reader hitting your landing page and becoming your next customer. Here's how to write real estate listings that don't suck.
How to Make Optimized Listing Headlines
Real estate listings are often just that - lists! They provide a robotic checklist of features that inspires boredom, not curiosity. So much real estate ad space is text, so your copy will be doing tons of legwork to get that click.
Listings comprise just two parts: headline and body copy. Your headline may be brief, but it's the most important! If your headline is drab, nothing else about your ad matters. Your headline must capture the reader's attention and get them salivating thinking about your listing.
Your body copy backs up your headline, giving you more room for detail about the property. Most body copy includes a call to action (CTA) that leads to the landing page and a few SEO keywords, but we'll give you some pointers to ensure your ad gets read - not ignored.
Building Headline Tips
The headline MUST be attention-grabbing because it's the first thing the buyer will read. They're actively looking, and it's your job to capture their attention among so many other options.
When crafting your headline, imagine what’s going through your client’s head. What gets them excited? What are their concerns? You can persuade them to investigate further by recognizing their specific interests.
One thing worth noting: price is a significant factor to any home buyer, so it's worth brainstorming creative ways to work that into your headline.
Don’t be afraid to check out other listings for inspiration! Well-written ads are out there, and you’ll know them when you see them. Rather than the same old "3 bed 2 bath", they use descriptive language to tell a story, e.g. "3 Bedroom house with full en suite Master". Your body copy can do the rest.
Body Tips
When writing the body copy, put your best copy first! Forget about target keywords for a second (though those are important!), and get back into your reader's mind.
Tell a story that resonates with them. Make them imagine the dinner parties they can have in their new eat-in kitchen or the tranquil mornings they'll spend in their beautiful garden. These emotional triggers will stir interest and propel them to your landing page.
Once they're on the landing page, congrats! Your new reader is part of the lucky 7%. It's essential to ensure your landing page copy is similar to your ad copy. The reader will feel confused if they're not immediately seeing what you promised in the ad. Make this process seamless so the reader doesn't get distracted.
Make sure you have your website set up for mobile users, too. If every link and placement is mangled on their phone's browser, they will likely look elsewhere.
Conclusion
Well-written copy in your listings will go a long way to distinguish you from the wall of listings a potential buyer sees. A curiosity-inspiring headline that gives the reader what they're looking for and body copy that triggers their imaginations will bring you more quality click-throughs.
Keeping your landing page in line with your ad will guide the customer to what you're seeking in the first place: a sale.
If you need help with copy, strategy or landing page design for any real estate project you're working on, contact us for a free consultation.
Real Estate Advertising Guides and Case Studies
Want to read examples of our Facebook Ads Strategies for luxury real estate? Check out this case study detailing high performing Google Ads and Facebook Ads strategies we built for a luxury real estate client of ours.
- Real Estate Advertising Case Study – Google Ads and Facebook Ads for Luxury Real Estate Development
- Real Estate Advertising Guide - Facebook Advertising for Luxury Real Estate Ads
- Real Estate Digital Marketing Guide - Content Marketing and SEO for Real Estate
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FAQ - Writing High Converting Real Estate Listings
Why is the headline of a real estate listing considered the most critical part of the ad, and what role does it play in capturing the reader's attention?
- The headline is crucial because it's the first thing potential buyers see, and it determines whether they'll continue reading the rest of the listing.
- It serves to capture the reader's attention by providing a glimpse of what the property offers and why it's worth exploring further.
What are some effective strategies for crafting attention-grabbing headlines that resonate with potential buyers' interests and concerns?
- Craft headlines that address the specific interests and concerns of potential buyers, such as highlighting unique features or benefits of the property.
- Incorporate descriptive language that tells a story and sparks curiosity, rather than simply listing basic property details.
How can real estate agents incorporate the price of a property creatively into the headline to attract more attention from prospective buyers?
- Use creative language to mention the price in a way that adds value or intrigue, such as highlighting a special offer or emphasizing affordability.
- Experiment with different formats to see what resonates best with your target audience while staying within legal and ethical boundaries.
In what ways does the body copy of a real estate listing contribute to engaging potential buyers and encouraging them to click through to the landing page?
- The body copy provides an opportunity to expand on the information mentioned in the headline, offering more details about the property's features and benefits.
- By telling a compelling story and appealing to the reader's emotions, the body copy can create a sense of desire and urgency, motivating potential buyers to take action.
Why is it essential for the landing page content to align with the ad copy, and how does this contribute to a seamless user experience for potential buyers?
- Alignment between the ad copy and landing page content ensures consistency and transparency, reducing the risk of confusion or disappointment for the reader.
- A seamless user experience helps maintain the reader's trust and engagement, increasing the likelihood of conversion and ultimately leading to a successful sale.
