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Writing Copy That Sells High-End Homes

A good home description makes the property appeal to a range of buyers, but luxury homes often have a defining style. If so, focus on that home’s uniqueness.

NEW YORK – Diane Hartley, Institute for Luxury Home marketing president, offers a strategy for writing effective real estate copy for high-end homes:

  • Consider how a given property should be framed. “While it’s usually a good idea to allow the buyer to picture themselves in the home by keeping the description vague, sometimes it helps to get specific,” Hartley writes. “Especially for homes with defining qualities, try framing them accordingly.”
  • Select a title that grabs the intended audience’s attention. Hartley suggests “using unique adjectives, or at least adjectives other than ‘beautiful,’ ‘awesome’ or ‘amazing,’ as they will make the title stand out.” The goal is to hook the reader and entice them to do more exploration.
  • Pack in details without losing coherence. Hartley recommends using tactile and vivid word choices. “When writing real estate descriptions, try playing off the pictures to create the most cohesive copy,” she says, adding that the photos should depict the features mentioned in the copy.
  • Use buzzwords the audience is looking for – and verbs that emphasize action in order to create a sense of urgency.

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

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