Last updated on January 5th, 2026 at 12:27 pm
Copywriting is writing words with the goal of selling something… or more generally just getting people to take some action.
In real estate, that might mean persuading a seller to list their home with you or a buyer to purchase one of your listings. If you’re an investor, it might mean convincing motivated sellers to accept your fair cash offer.
Whatever the case, here, we’ve put together 6 copywriting tips for real estate professionals. With these lessons, you can convince more people to take action… and grow your real estate business.
Get Our Top Copywriting Secrets Here!
1. Talk to Your Target Market
If there were a list of 10 commandments for copywriters, somewhere at the top of that list would be, “Know thy market.”
One real estate investor I know, Ryan Dossey, sends out this postcard sequence when he’s trying to find motivated sellers…
As you can see, each one has a different CTA — one is targeting people who don’t want to pay realtor commissions while another CTA targets people who want to pick their own closing date… and yet another CTA targets homeowners who want to sell without fixing up or cleaning out their property.
He sends out this sequence with a variety of CTAs to target different people within his target market who have different concerns.
If you’re a real estate agent, this lesson is equally important. You need to know who you’re serving, what they’re worried about, and how you can help them… before you write your copy.
Your target market might change from listing to listing — and so each might require a slightly different angle.
But here are some questions to ask yourself about your target market if you’re not sure…
- What is their estimated annual income?
- Are they a first-time homebuyer?
- Do they want to upgrade to a bigger home or downsize?
- What is the age range of your target market?
The best way to get answers to these questions is by talking to your target market. Call your past clients and just get to know them. Ask them what they’ve been up to and how they’ve been doing. Chatting with them will help you a lot toward getting to know the people you serve.
And the better you know your niche, so to speak, the better you’ll be at writing copy for those people.
2. Don’t Make Too Many Assumptions
In the last tip, we talked about getting to know your target market.
But you don’t want to make too many assumptions.
If “Know thy market” is somewhere near the top of our proverbial list of copywriting commandments, then “Don’t say more than is required” is somewhere in the middle.
The thing about real estate… is that everyone has a unique situation.
And if you make too many assumptions in your copywriting, for instance, “This property is perfect if you’re looking to buy your first home!” — then you might unknowingly turn people away who otherwise would have been interested.
Usually, less is more.
Here, for instance, is a great ad for a property…
It’s short, sweet, and simple.
It lets the property do the talking with beautiful pictures for people to look through.
The worst thing you can do if you’ve got a stellar listing is to oversell it. Say a few simple things about the property, indicate that it’s probably going to sell fast, and then let the pictures do the talking.
If someone calls you, let them tell you about their situation and why they’re wanting to buy — don’t make too many assumptions or you could drive them away.
Ask questions and listen twice as much as you talk.
3. Make Everything Personal
For most people, buying or selling their home is the biggest transaction they’ll ever make. Naturally, they want to work with someone they feel that they can trust.
This is why, as a real estate agent, you shouldn’t be afraid to show your face.
In all of your marketing assets — your emails, your Facebook ads, your mailers, your for-sale signs, and even your business cards — you want to glimmer with personality.
The easiest way to do this is to include a friendly photo and a casual bio.
Here, for instance, is a “For Sale” sign that actually has a picture of the real estate agent on it…
And here’s a Facebook ad for a property with the agent’s picture…
Here’s a great personal and casual video where a real estate investor in Indianapolis explains how he buys homes for a fair cash price…
And here’s an email I received from my past real estate agent. His name and picture are right at the top…
Notice how all of these marketing assets promote the real estate professional just as much as they promote the property or offer itself?
That’s because you’re not just selling the property… you’re selling yourself.
And so your copy and pictures and bio should be personal.
Mention that you’re local, write like you talk, and think about the vibe and tone your target market wants to hear. Oh — and don’t forget to include your picture on pretty much everything!
Get Our Top Copywriting Secrets Here!
4. Stay Active
There are two types of copywriters in this world — one is always more successful over the long term than the other one.
The first type of copywriter – thinks hard about every word they’re writing. They stress over every sentence, analyze every CTA, and try to make everything perfect. Because of this, they take much longer to ship their copy and sometimes never ship it at all.
The second type of copywriter – thinks about their copy… but not too much. They get it to a point where they say “good enough” and then they ship it. They understand that nothing they write is permanent and there’s always tomorrow. Instead of believing that this copy must be perfect, they aim for being consistent and good enough.
I’ve met writers who fall under both of those categories.
And the second is always more successful than the first.
Why?
Because they don’t overthink it. And so they are much more consistent about sending emails, posting on social media, and reaching out to their target market. Since they are more consistent, they also learn much faster about what works and what doesn’t work.
So the lesson here is… stay active and keep yourself in front of your target market — don’t overthink it.
If you don’t know what to say to your email list or what to post about on social media, consider using our “Seinfeld Emails” process.
Seinfeld is a show about nothing. Yet it’s entertaining! And this process is about writing content and copy that’s about… well, nothing… but that is still entertaining and that drives action.
Here, for example, are some things you could talk about…
- Share interesting stories from your day, your life, and the world around you
- Ask an interesting question to spark conversation
- Give a helpful tip related to your industry
- Tell a joke or share a funny quote
By using this process, you’ll be able to stay consistent with your content without feeling like you have to come up with something new and exciting every day. Plus, it’s a great way to connect with your audience and build relationships that will lead to more conversions. So go ahead and ink it!
Check out the video below to learn more about how this works…
5. Try to Stand Out
People are bombarded with advertisements in today’s world.
It’s been said that the average American is exposed to between 4,000 and 10,000 ads every single day.
Pretty crazy, right?
Before you write your copy, it’s important to think about how you’re going to stand out from all of that clutter.
Here are some ideas and proven ways to stand out…
Consistency — You might not think that consistency is a way to stand out… but the ads we see over and over again are the ones that stand out and catch our attention. So be consistent! Set a time to post on social media every day and send emails to your list regularly. If you send direct mail, then create a cadence and stick to it. If you’re more consistent than your competitors, you’re going to come out on top.
Hand-Written Mailers — If you send mail, then you might consider sending hand-written mail in order to stand out. Companies like Ballpoint Marketing allow you to order and send hand-written mail en masse for a reasonable price. These stand out much better in the mailbox and actually get opened rather than getting tossed with junk mail.
Personality — Having some personality with your copy and content is worth a lot. People connect with people… and they’ll ultimately decide to work with you because they like you. So don’t be afraid to share your opinions, show your personality, and have a little fun.
Personal Outreach — I bought a car a few years ago and about every six months, the amazing salesperson I worked with gives me a call to see how things are going. He asks me about my life and checks on my family. He doesn’t try to sell me anything but at the end of the call, he always says something like, “Well it’s great to talk. If you ever know anyone who needs a car, feel free to send them my way.” It’s always nice, personal, and kind. Usually, I hate calls from salespeople… but these ones I enjoy.
Beautiful Photography — Did you know that real estate listings that include professional photography sell 32% faster, homes with aerial photos sell 68% faster, and homes listings with videos get 403% more inquiries than those without them? When it comes to real estate, where copy matters, pictures matter twice as much. You’ll need to invest in professional photography to get some of those benefits… but the investment is well worth it.
Video Content — Across the board and on virtually every platform, video content performs better than written content. And it’s a great way to stand out. Facebook Live videos are a great way to get started because you just need a smartphone and a Facebook account. Go Live when you want to show a property you’ve got listed, answer some burning questions, or talk about a recent sale you made. This is a great way to catch attention over just posting written content.
6. Share Your Wins
As a real estate professional, sharing your wins with your audience can be a powerful way to build trust and establish your credibility. When you close a deal, celebrate it! Share the news on social media, in your email newsletter, or on your website.
But don’t stop there. Take the time to tell the story behind the win. How did you help your client overcome challenges? What creative strategies did you use to make the deal happen? Sharing these details can give potential clients a sense of your expertise and help them understand the value you bring to the table.
It’s also important to be authentic when sharing your wins. Don’t oversell your achievements or make promises you can’t keep. Instead, focus on highlighting your strengths and the unique approach you bring to your work.
Sharing your wins is not just about tooting your own horn. It’s about showing potential clients that you are a skilled and trustworthy professional who can help them achieve their goals. So don’t be afraid to share your successes – they may be just what someone needs to see to decide to work with you.
Final Thoughts
Copywriting is a critical part of marketing your real estate business, so it’s important to spend time making sure it’s done well.
Taking the time to write compelling content that tells a story and adds value will help you draw in more potential leads and customers for your business. Investing in video content or email list building can also pay off substantially if done correctly and consistently.
With so many digital channels available, you can tailor your message to reach the right audience with the right content.
But the ultimate key is consistency!