How to Write Good Copy for Your Property Advertisement
When you decide to sell or rent your property privately in Australia, crafting a compelling property advertisement is essential. Whether you’re listing your property on platforms like Mivo or other private sale and rental websites, the quality of your property listing can make a significant difference in attracting potential buyers or tenants.
In this article, we’ll delve into how to write great property ad copy, what details to include, and how to present your home in the best light, ensuring it stands out from the competition.
1. Understanding the Importance of Good Copy in Property Listings
In today’s real estate market, both buyers and renters have access to a plethora of property listings. Whether they are scrolling through a website or using a mobile app, they are likely to look at many listings in a short amount of time. Good property copy can be the difference between your listing getting noticed or being passed over.
Mivo, like other platforms that support private sales and rentals, allows sellers and landlords to create their property advertisements. The quality of the content you provide can significantly influence the success of your listing. Property advertisements with clear, engaging, and informative copy tend to receive more inquiries, leading to faster sales or rentals.
2. Know Your Audience
Before you start writing your property advertisement, it’s important to know who you are trying to attract. Is your target audience first-time homebuyers, investors, retirees, or young professionals looking for a rental? Understanding the type of people you want to appeal to helps shape your messaging.
For example, if you’re selling or renting a family home, your copy should emphasize space, privacy, and safety, while also highlighting local schools, parks, and family-friendly amenities. Conversely, for a smaller apartment in the city, your focus may be on the property’s proximity to work, public transport, cafes, and entertainment options.
Tailoring your message to your specific audience ensures that you speak directly to their needs, and it will increase the chances of them showing interest in your property.
3. Crafting a Captivating Headline
The headline is the first thing potential buyers or renters will see when they come across your listing. It’s your chance to grab attention immediately. Your headline needs to be both descriptive and enticing. Here’s how you can craft an engaging headline:
- Be specific: Highlight the key feature of the property. If your property has something special, such as a large backyard, a recently renovated kitchen, or views of the ocean, mention it.
Example: “Spacious Family Home with Pool and Modern Kitchen in Quiet Suburb”
- Appeal to the buyer’s emotions: Use language that resonates with what your potential buyers or renters are looking for. Words like “charming,” “spacious,” “light-filled,” or “move-in ready” can create an emotional connection.
Example: “Charming Two-Bedroom Apartment in Heart of Sydney with Stunning City Views”
- Be clear and concise: Don’t overcomplicate it. Your headline should give enough detail to intrigue the reader but also be short enough for them to understand at a glance.
4. Writing the Description: What to Include
Once you have a compelling headline, your description should highlight the features and benefits of the property in a clear, engaging, and informative way. Here are key elements to include:
Property Features
A well-structured listing will begin with a list of the property’s features. Start with the most important ones and move on to the secondary features.
- For Sale: Mention the number of bedrooms, bathrooms, and car spaces. You can also mention the size of the land or the home itself.
Example: “This well-maintained, three-bedroom, two-bathroom home offers a spacious living area, modern kitchen, and a two-car garage.”
- For Rent: Include similar details but also mention features that renters will find useful, such as the rental price, lease terms, and whether utilities are included.
Example: “A two-bedroom, one-bathroom apartment located just 10 minutes from public transport, with air conditioning, built-in wardrobes, and a private balcony. Available for rent at $400 per week with a 12-month lease.”
Key Selling Points
What makes your property unique? What’s special about it? Focus on the standout features that set it apart from others on the market.
- Upgrades or renovations: Have you recently renovated the kitchen or bathroom? If your property has updated features, be sure to mention them. Renovated properties tend to be more attractive to buyers and renters because they require less work.
Example: “This property boasts a newly renovated kitchen with stainless steel appliances and stone countertops, offering a sleek, modern space for cooking and entertaining.”
- Outdoor space: Outdoor areas, such as a garden, backyard, or balcony, can be a significant selling point. Especially in urban areas, green spaces can be highly desirable.
Example: “Enjoy outdoor living with a large, private backyard, perfect for entertaining or relaxing with family.”
- Location advantages: Location is often one of the most important factors in real estate. Highlight nearby amenities like public transport, schools, parks, shopping centers, or restaurants.
Example: “Situated in a prime location, just a short walk to the local train station and within walking distance of cafes, shops, and schools.”
Condition and Presentation
Buyers and renters want to know the condition of the property. Be transparent about any issues or required repairs, but always frame them positively. If the property requires some work, mention it as an opportunity for the new owner or tenant to add their touch.
Example: “The home is in excellent condition and has been well-maintained, with only minor cosmetic improvements needed in the living room. A perfect opportunity to customize the space to your liking.”
Highlight Lifestyle Benefits
Buyers and renters are not just buying a house or unit; they’re buying into a lifestyle. Be sure to mention lifestyle features that appeal to your target market.
Example: “This property is ideal for young professionals looking for a low-maintenance home with easy access to city life. Enjoy the best of both worlds: a peaceful suburban retreat with convenient proximity to work and entertainment.”
5. Use High-Quality Photos and Virtual Tours
In today’s digital age, potential buyers and renters often start their property search online. A great listing includes professional-quality photos, and they play a huge role in the success of your ad. A picture is worth a thousand words, and it’s essential to showcase your property in the best possible light.
When it comes to writing your property copy, always refer to your photos and use them to complement your written description. If your property has stunning views, make sure you highlight them in the text.
Consider using a virtual tour or video walkthrough of the property. With more buyers and renters seeking digital options, virtual tours provide an interactive experience and allow people to explore the property remotely.
6. Be Transparent but Optimistic
Honesty is key. Being upfront about any potential issues (such as a need for repairs or limited parking) will build trust with potential buyers or tenants. However, always frame these in an optimistic light.
For example, if the property is older, don’t just say it’s “old”—instead, say it has “charm” and “character” and might benefit from some renovation. This ensures the potential buyer or tenant sees the property’s potential rather than its flaws.
7. Final Call to Action (CTA)
Conclude your property description with a strong call to action (CTA). This is where you encourage potential buyers or tenants to take the next step.
For example:
- “Contact us today to schedule a viewing and see this wonderful property for yourself!”
- “For more information or to arrange a private inspection, please get in touch!”
A CTA invites the reader to take action and reach out, which is the ultimate goal of your listing.
8. Additional Tips for Writing Property Adverts
- Use a conversational tone: Your ad should sound welcoming and approachable. Avoid jargon and make sure the language is easy to understand.
- Keep it concise: While it’s important to include all the necessary details, you also don’t want to overwhelm the reader with information. Stick to the most important and appealing aspects of the property.
- Proofread: Errors or typos can give the impression of carelessness, which may turn off potential buyers or renters. Always proofread your ad before publishing.
Writing an effective property advertisement is an art. When you are selling or renting privately in Australia through platforms like Mivo, you want to craft a listing that stands out and attracts the right buyer or tenant. By focusing on the key features of your property, being clear and concise, and presenting it in the best light, you increase your chances of success.
Remember to tailor your copy to your audience, make use of high-quality photos, and always finish with a strong call to action. With these tips, you’ll be well on your way to creating a compelling property ad that helps you sell or rent your property quickly and successfully.
