Writing Copy That Sells High-End Homes

A superior household description will make the house appeal to a range of consumers, but luxurious properties typically have a defining style. If so, focus on that home’s uniqueness.

NEW YORK – Diane Hartley, Institute for Luxury House marketing and advertising president, gives a system for composing effective genuine estate duplicate for significant-conclude households:

  • Think about how a supplied residence should really be framed. “While it is usually a good thought to let the purchaser to picture them selves in the home by keeping the description vague, in some cases it aids to get distinct,” Hartley writes. “Especially for homes with defining characteristics, test framing them appropriately.”
  • Choose a title that grabs the meant audience’s awareness. Hartley suggests “using exclusive adjectives, or at minimum 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 additional exploration.
  • Pack in facts without getting rid of coherence. Hartley suggests utilizing tactile and vivid term choices. “When crafting genuine estate descriptions, try out participating in off the photographs to develop the most cohesive duplicate,” she says, introducing that the pictures must depict the characteristics stated in the duplicate.
  • Use buzzwords the viewers is wanting for – and verbs that emphasize action in purchase to generate a feeling of urgency.

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

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