Real estate copywriting is paramount to the success of your rental property ads. You only have a split second to obtain potential renters attention. Done right and you can prompt renters to make the initial phone call, share the listings with their friends or even book in to inspect the property.
Done poorly and you will have minimal people interested in the property, empty open homes and lowball offer’s from potential tenants.
Essentially, having a clean online listing filled with great copywriting will result in your property being on the market for less time. To help our readers out with their next listing, here are four real estate copywriting tips to guide you in creating seductive copy.
Appeal to your ideal demographic
To entice an audience, you need to identify and be familiar with what demographic you are trying to appeal to.
It’s relatively straightforward. If you have a four bedroom house with a backyard in a popular suburb, you may want to appeal to families or married couples. To do this, you could highlight nearby cafes, schooling zones, local parks, and playgrounds.
On the other end of the spectrum, If you have a one bedroom apartment for rent located downtown, you may want to appeal to singles and young couples. Mentioning local bars, clubs, restaurants and downtown attractions would be a great way to allure a tenant.
Before creating your listing, be sure to carefully research your target demographic and the location that your property is for rent in. Use research tools such as AirDNA.com to obtain a further understanding of your demographic.
Identify Key Selling Points
No matter how run down or basic your property is, there are always distinguishable features that will attract buyers. To identify key selling points take a walk around the property and make a note of features, amenities, yard space, surroundings, schools, and shops.
When you are looking to fill a less desirable location and don’t know where to begin considering the following selling points:
Parking is well sought after and can be the deciding factor when tenants are looking to rent if the rental has a private garage or secure, on-street parking highlight this in your listing.
- Outdoor Areas
A large portion of renters’ are looking to secure a rental property with an outdoor area. Describe all the outdoor space you have on offer. If your property is an apartment or has no outdoor space be sure to cover the different nearby parks and playgrounds.
- Opportunities to Renovate
Mentioning the chance to renovate or add on things to your property increases it’s attractiveness considerably. Have a basement that could turn into an extra living room? Mention it! Big back yard that could have a spare bedroom built on it? Mention it! You’ll attract renters who have a passion for developing homes and consider the room to renovate a substantial renting factor.
When identifying the key renting points of your property its imperative that you keep your target market in mind, targeting a rental market that will find your property enticing before they even read the listing can make the world of difference.
Don’t Disclose all Information
Enticing real estate copywriting leaves the potential renter wanting more. Short, Clear, well articulated and simple listings are what you want to aim for when writing your next listing. Good copywriting will compliment the photographs and videos of the house, extenuating its features.
The trick to writing great copy for rental homes is to focus on a few key highlights that will entice potential tenants to want to learn more. You don’t have to clutter your listing by mentioning every minor detail about the home.
Often the straightforward, simple approach has more success than adding excessive adjectives. For example, when writing your listing’s title, “Dual level 2 bedroom apartment, walk to work” is far more effective than “Stunning highrise views nestled in the heart of the city with a glamorous interior to match.”
Naturally, the latter example does sound better, but when renters are conducting their searches, they want fast information that they can understand in a glimpse.
Call Renters to Action
At the end of your listing be sure to include a closing statement that alerts renters of how they can contact you. Be creative, don’t be afraid to create a sense of urgency by adding things like “A property of this stature and in this location won’t last long” or “This could be your last chance to secure a property downtown.”
Lastly, keep it about the customer — one of the biggest mistakes we see property managers doing when writing copy is being overly self-centered. A solid call to action is focused 100 percent on the potential tenant and nothing else. Refrain from using outdated sales based copy.
The tenants shouldn’t sign the lease with you because you have over 100 years of experience operating in the rental industry. That’s amazing but entirely irrelevant. Instead, show the potential tenant the value of what they are getting when they sign with you.
Simply put, don’t sidestep or beat around the bush. Your future tenants are in a hurry and forcing sales pitches on them about your companies prestige will only turn them off your property. Instead, write with purpose and make your CTA as snappy and as entertaining as possible. If you have enticed your customers correctly the call to action will be the natural next step to checking out the property.