May 17, 2022


Anything but ordinary

Writing Copy That Sells High-End Homes

A fantastic household description will make the property appeal to a range of consumers, but luxurious households typically have a defining design. If so, focus on that home’s uniqueness.

NEW YORK – Diane Hartley, Institute for Luxurious Home marketing president, gives a strategy for writing helpful true estate copy for large-stop residences:

  • Consider how a specified house should be framed. “While it is ordinarily a excellent idea to allow for the consumer to photo themselves in the home by maintaining the description obscure, sometimes it helps to get specific,” Hartley writes. “Especially for households with defining qualities, try framing them accordingly.”
  • Pick a title that grabs the intended audience’s interest. Hartley implies “using exceptional adjectives, or at the very 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 far more exploration.
  • Pack in specifics without having shedding coherence. Hartley suggests applying tactile and vivid term alternatives. “When crafting serious estate descriptions, try actively playing off the pictures to produce the most cohesive duplicate,” she says, including that the pics ought to depict the attributes pointed out in the copy.
  • Use buzzwords the audience is looking for – and verbs that emphasize motion in purchase to generate a sense of urgency.

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

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