The best real estate copywriting balances features and benefits. Features are fact-based and cannot be disputed. In contrast, benefits evoke feelings. A state-of-the-art alarm system is a feature, while feeling safe is a benefit. Buyers and sellers justify their feelings through facts. Present features as straightforwardly as possible and leave benefits somewhat open to interpretation.
Define at least one unique selling point (USP) of your listing when real estate copywriting. The USP determines the tone and scope of your listing copy. Luxury properties are all distinct; however, they have similarities. For example, a wine cellar is not unique enough to be a USP. A wine cellar that has dual zones, a solid mahogany door, dark tiled floors and a biometric security system, on the other hand, is noteworthy. A pool on its own is not so special, but a pool that has won multiple design awards is.
If you are working with luxury condos, focus on the amenities. Think layering when it comes to what a building offers. A private jet service paired with a helipad and sky garage will have staying power in the luxury niche. Families with young children will appreciate a stroller valet and an indoor pool.
Be as specific as possible when it comes to the features and benefits of a property for the best real estate copywriting. To get started, make a list of features and their corresponding benefits.
Feature: wine cellar crafted from the oak ceiling of a 14th century nunnery.
Benefit: wine cellar offers the security of being able to buy more vintages and trophy bottles.
Copy: Show off your collection to other oenophiles/wine connoisseurs.
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