How to Perfect Real Estate Ad Wording

Though the medium may have changed—most house hunters use online resources now—the listing is the cornerstone of real estate advertising. It is your chance to grab the reader’s attention and introduce both yourself and the property for sale. Writing great listings is the key to success, so let’s talk about how to make your real estate ad wording effective, engaging, and sales-driven.

It Starts With the Basics

A handful of fundamental principles, if followed correctly, can make your listings stand out from the pack. Let’s look at a few of them here:


  • Begin with a strong opening statement. Something descriptive and evocative. “Beautiful restored Victorian in Historic District” might be one example, or “Charming two-story home on waterfront lot.” The goal is to catch the reader’s attention—and make them read further.
  • Mention at least a few major features right away. You know these: number of bed/bath, floor space, walk-in closets, garage, pool/patio/deck, neighborhood. The big stuff that makes the house more appealing.
  • Be specific in your language. Vague adjectives like “fantastic” and “excellent” aren’t as effective as “granite,” “hardwood,” and “waterfront.” Make sure your language evokes specific images in the mind of the reader.
  • Don’t exaggerate. Most listings overstate the home’s features, which can be a real turnoff to buyers—no one likes feeling deceived. Put your best foot forward, but be honest and realistic.
  • But, use emotional appeal. People house hunt with their hearts as much as their heads—we all have a strong feeling about home. Write listings and craft ads that appeal to the emotions. The way to a closing is through their hearts.
  • Include information on pricing. A home is the largest purchase most people ever make, and ads that don’t include some pricing information often give the impression that the property is too expensive.
  • Don’t forget the rest of the ad. Good headlines and good copy are important, no doubt. But make sure the rest of the ad is attractive, jibes with your overall brand image, and shows off the property for sale well. Visuals are critical, too—don’t neglect them.

We’ll close with a reminder of one of the basics of real estate: Sell the lifestyle, not the house. The whole goal for your ad is to get the reader to imagine themselves living in the home, and what that experience would be like. If you can make that flight of imagination a positive one, a sale is far more likely to result.


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