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Effective Copywriting & Content Writing for Real Estate Success

Content marketing
January 22, 2024
15 mins

Today, our SEO experts reveal the importance of filling your website pages with up-to-date data about local properties and real estate market dynamics. 

We’ll explain all the nuances of effective content writing and copywriting for real estate and spot major differences between these content marketing approaches.

Writing to Promote Your Real Estate Business

While some 90% of real estate transactions start online, content marketing is more than vital for your search engine optimization (SEO) strategy. 

The more quality content you craft on your real estate website, the more local prospects will reach your offers. 

Content marketing

More than that, aligned with the local specific keywords, SEO-optimized content on your pages will match the most popular user searches. 

That is how a well-sustained content strategy will help you satisfy user intent whenever people are browsing for local estate or property management services. 

Eventually, by betting on a continuous content generation you’ll save much of your marketing budget you’ll otherwise spend on promoting your real estate services through paid ads.

What to Choose for Real Estate: Copywriting vs. Content Writing

It may surprise you, but two types of content making: content writing and copywriting assume different goals in real estate SEO. While both intend to promote your website in search engine results pages SERPs, earn more organic traffic, and generate qualified leads, it is crucial to spot the difference.

Content Writing in Real Estate Marketing

Content writing embraces all written material aimed to inform and educate your target audience about local real estate. Essentially, content writing for real estate is about producing blog posts and expert materials. The more informative content you generate, the wider the audience you’ll penetrate eventually.   

Without promoting a specific property like content writing for commercial real estate, your strategic goal here is to generate organic website traffic persistently. This way, you’ll attract and engage a wider audience that will gradually transform into qualified leads and end costumes. 

Our expert says: A crucial point here is to provide value to your prospective customers. Furthermore, content writing is a reliable strategy to become a reputable local real estate brand name and win people’s trust. That’s how value-driven content will help you earn loyal customers over time. Vladislav Trishkin, Team Lead SEO at Promodo.

Copywriting in Real Estate Marketing

Copywriting is about crafting content for ad purposes and real estate service pages. 

In terms of real estate SEO, copywriting for real estate advertising is the way of creating all written material aimed at selling your services. Your service-oriented copies should raise brand awareness and make readers take an intended action on your real estate website. 

Copywriting for real estate is a perfect way to raise awareness about your brand and promote your real estate services. Through call-to-action (CTA) buttons, every copy on your site emphasizes real estate offers that fill your prospects' local real estate demand or individual property needs. Copywriting for real estate agents serves as the best-fit strategy to turn product features into customer benefits. 

Content marketing

Featured real estate copywriting examples like ads, PR, website content, and marketing materials are all equally important to make your real estate services align with the individual property needs and custom preferences of your target audience. 

Our expert says that once your local prospects spot you on Google or featured snippets, they will visit your pages organically. That’s how copywriting triggers action among people potentially interested in real estate services. Vladislav Trishkin, Team Lead SEO at Promodo.

Content Writing vs. Copywriting in Real Estate Sales Funnel

Your real estate customer engagement throughout a buyer's journey is what content writing and copywriting are all about. Therefore, approach copywriting as a short-term result-driven strategy, while content writing is a long-term strategy to build consumer trust over time. 

Content writing real estate is crucial at the beginning of a buyer's journey, while the content on the research end will help you earn customer trust. The delivery of value-driven real estate information is crucial here without actually selling your real estate services directly. In due context, content writing is about building a foundational relationship with your customers without inducing them toward a purchase decision. So that’s how you’ll build your brand awareness in real estate without encouraging a sale directly.

On the other hand, copywriting aims to reach your customers through the final stages of the sales funnel.

Overall, content writing is on the research end of a customer’s marketing journey throughout your real estate sales funnel. It contrasts with copywriting targeted at transactional goals when your prospects are committed to buying from you.

Customer Journey in Real Estate
Customer Journey through Real Estate Sales Funnel

Importantly, the pieces of content you create will serve as individual touchpoints on every stage of a customer journey: 

At the beginning of the real estate sales funnel 

🏠 You’ll make people learn more about local real estate on your blog.

🏠 Industry guides, whitepapers, e-books, and how-to guides will help your prospects explore market nuances.

🏠 Your prospects will clarify the local real estate information they need with quantitative reports.

🏠 Property listings and featured case studies will lead people to make informed decisions. 

🏠 An online property calculator on your site will help your prospects make financial calculations and evaluate the offered properties.   

At the end of the real estate sales funnel 

You’ll induce more locals to buy from you by expanding your real estate website with:

🏠 Industry page 

🏠 Specialty page 

🏠 Feature page 

🏠 Geotargeted pages 

🏠 Comparison blog

🏠 Service page.

Search Engine Optimization of Real Estate Content

Both content writing and copywriting in real estate depend on SEO optimization. 

Content writing will help you get higher in search engine results and drive more organic traffic to your website. That’s why it is crucial to fill your content with local-specific real estate keywords. Furthermore, content writing implies internal links to other pieces of content on your site to improve its search engine ranking. 

By contrast, copywriting real estate assumes writing short-form copies save from the targeted information that aligns with the property needs of your customers. With that, copywriting pieces also rank in search engines to drive customers to your landing pages, property descriptions, purchase pages, or contact forms where they will make informed decisions.

Benefits of Real Estate Content Writing & Copywriting

Both content writing and copywriting in real estate will help you cut through the noise and resonate with the property needs of your target market. 

Content Writing Benefits for Real Estate Agents

As a long-term strategy, content writing will keep your prospects engaged with your brand name and real estate offers.

🏠 Enhance your website search engine ranking

🏠 Simplify the search process for your prospects 

🏠 Provide added value to customers exploring real estate transactions.

Copywriting Benefits for Real Estate Agents

As a short-term strategy, crafting quality real estate copies will help you: 

🏠 Boost click-through rates

🏠 Generate inquiries

🏠 Win more bids. 

Ready to elevate your real estate presence online?
Contact us today for powerful digital marketing solutions!

Tips for Real Estate Content Writing

You’ll enhance your content marketing strategy by following our top real estate copywriting tips:

🏠 Boosting website traffic

🏠 Building rapport

🏠 Nurturing leads

1. Give Fresh and Valuable Information

While digital content marketing is about a superior long-term return on investment, your primary content writing objective in real estate is to drive increased traffic. 

Your real estate website or blog may initially receive high ratings from algorithms, though this status will fluctuate over time. Google favors websites that consistently offer fresh and relevant content that enhances their rankings. Therefore, it is essential to extend the lifespan of your real estate blog posts with periodic updates. 

Regular real estate blog updates with insights into market trends, legal changes, and writing great content for real estate listing will help you build an effective content writing strategy for boosting website traffic. Integration of SEO techniques in your blogs can further contribute to the organic growth of webpage traffic.

2. Build Rapport

Establishing rapport with clients is pivotal for a successful real estate business. Your prospects want to be sure that you possess substantial experience in buying and selling local properties. 

Blogs serve as perfect spots to showcase your expertise, market knowledge, and skills to help your clients make informed decisions.

3. Make Your Content Sell

You’ll encounter many prospects who’ve explored the local property market before reaching out to you. 

Make sure your blog continuously attracts such potential buyers, including the ones who meticulously research new neighborhoods or visit your website based on recommendations. 

Capitalize on this invaluable asset by incorporating clear Calls to Action (CTAs) in every blog post to convert your prospects into leads.

Place Group CTA
The Place Group CTA

Tips for Real Estate Copywriting

You’ll enhance your copywriting marketing strategy by:

We’ve prepared hot tips for writing an effective copy in real estate. These invaluable recommendations will enhance the quality of your content in 2024 and beyond.

1. Do not Overuse Real Estate Buzzwords

While crafting your ad copies, try to avoid highly overused real estate buzzwords like ‘charming,’ ‘gorgeous,’ and ‘luxury.’ 

More often than not, real estate and property agents misuse these buzzwords while the latter adversely affect their conversion rates. Even though your properties possess these features, do your best to avoid such commonplace descriptions. 

Overuse generates inflated anticipations and results in a lack of distinction among the ads. That’s why most ads on the real estate market are simply overlooked.

To stand out, replace overused buzzwords with synonyms or vivid descriptions. Explore alternatives with or spend time identifying more unique features of your properties. In your real estate copy, replace a highly misused ‘gorgeous view’ combination with  a more evocative description like: “awaken to awe-inspiring 180-degree ocean panoramas every morning.” Such descriptions make your real estate ad copy highly engaging and memorable. 


Content marketing

2. Tailor Your Messaging to Real Estate Demographics

While crafting your real estate content, ad copies, and listing descriptions, it is vital to target the right local audience.

First off, use property market research and suburb profile tools to explore your targeted demographics and neighborhood. This way, you’ll better understand the immediate amenities surrounding your property.

For instance, say you are advertising a one or two-bedroom property. Then, make sure you attract downsizers, professionals, or young couples by emphasizing: 

🏠 Nearby cafes & restaurants

🏠 Entertaining spaces

🏠 Community services 

🏠 Local attractions.

Once you're marketing a three or four-bedroom property, target families by highlighting: 

🏠 Parks

🏠 Schools & kindergartens

🏠 Playgrounds

🏠 Local infrastructure facilities.

3. Showcase Premier Features and Amenities of your Property

It is crucial to understand what sets your property apart from competition. While crafting your real estate ad copy, you may strategically bet either on the convenience of location or the neighborhood’s rich history.

Rather than distracting your potential buyers or tenants with an exhaustive list of every feature, emphasize the most compelling property aspects with comprehensive content supported by vivid real estate images. It is also a sound idea to consult the property's vendor to know what they love about it. 

That is how you heat a sense of desire, prompting your prospects to eagerly attend the estate or submit an inquiry.

LinkedIn Ad for The Place Group

4. Incorporate Numbers Effectively

Bet on the right numbers as they will help your real estate ad copy stand out amidst the sea of descriptive language. 

Integrating numerical details like the walk time to local facilities like public transport or amenities (like malls) will make your ad specific to the immediate needs of future tenants.

Ad Copy Sample
Effective Copywriting for The Place Group 

Numbers are all way important in  

🏠 The year of construction or refurbishment

🏠 Apartments in the building

🏠 Room count 

🏠 Levels 

🏠 Property size 

🏠 Land acreage

🏠 Potential rental returns for investors 

5. Embrace Conciseness and Clarity

The art of the best real estate copywriting is in simplicity. That’s the case when precision and detail are crucial. This means you should avoid excessive elaboration on specific features or exhaustive property tours. Your prime copywriting goal in real estate is to captivate readers and motivate them to take action.

A sound piece of real estate copy contains: 

🏠 A headline that emotionally resonates with your targeted demographic

🏠 A listing description spotlighting your property's standout features and amenities

🏠 A succinct dot-point summary outlining the property's key selling points.

Finally, accurately complete the property feature section to optimize your listing's visibility under relevant feature filters.

Elevate Your Real Estate Business with Promodo

The provided content crafting tips will definitely help you enhance your real estate marketing effort.

However, neither content writing nor copywriting alone is enough to succeed in the highly competitive real estate market. You’ll need an effective content marketing strategy to achieve your business goals. 

Promodo experts are here to help you: 

🏠 Promote your brand name

🏠 Boost website performance

🏠 Establish effective communication with local prospects

🏠 Win more leads 

🏠 Retain loyal audience

🏠 Increase conversions.

Take a look on how we benefited our Turkish real estate client with an effective content writing strategy 

Content Writing Strategy
The Case of Effective Content Writing Strategy

In our featured case study, the copywriting strategy helped our UAE real estate client expand on the domestic market. 

Copywriting strategy
The Case of Effective Copywriting Strategy

Grow your real estate business with digital marketing excellence!
Partner with Promodo experts today.
Written by
Taras Bereza

Content Marketing Manager at Promodo

Taras has 16 years of hands-on copywriting experience overseas with 3000+ unique copies.

Accredited with Certificate of Proficiency in English (C2 level) by Cambridge University. Studied at Writing Launch Academy (United States) and owns an Academic Writing Certificate from Oregon University. Author of 12 dictionaries with Apriori Publishers.

Written by
Vladislav Trishkin

SEO Team Lead at Promodo

Vladyslav has been working as SEO Specialist for over 5 years.His portfolio of projects includes:, Sinoptik,, etc.

He is a fan of Ahrefs, enjoys reading Google's Assessor's Guide, and is always ready to have a discussion about SEO.His main specialization is promoting content and media projects, and he has numerous successful case studies.

Beneficial link on Vladyslav's expertise:




January 22, 2024
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