How to write property adverts that work

How many hours have you spent starting at a blank white page in Microsoft Word, trying to write an epic property advert but having no idea where to start?

Don't worry, this is the norm. We've all been there.

The easy way out is to jumble together a few short sentences with a bunch of features and a 'call me now' at the end. But this isn't going to inspire buyers to take action, and it certainly isn't going to impress your vendor, or future potential sellers looking at your listing online.

I know it's not easy to come up with a great advert, but I want to encourage you to take the time and put the work in, because it means a lot to the people you are representing. Also, every single buyer looking at your listing online is a future potential vendor. Do you want them to walk away impressed at your approach? Or un-inspired after reading yet another property advert that looks like it was slapped together in less than 5 minutes?

This is your vendor's biggest asset in the entire word. Let's give it the respect and attention it deserves.

Extended Audio Version

In our latest podcast, I share a framework for creating property adverts that will attract buyers, impress your sellers and attract future clients to your business.

You'll hear why adverts matter, how to approach the challenge step by step, specific headline ideas, and advice on how to get your owners on board with using motivational language.

To listen and subscribe to the show, search 'Agent Monday' on Spotify, Apple podcasts, or any popular podcast app.

All big tasks get easier if we break them down into smaller steps. So start by identifying your target market for the property. Will it attract investors? Or first home buyers? Is it perfect for downsizers? Or a growing family?

Then, brainstorm a list of key features. What do the current owners love about this home? What made them fall in love with it? Chances are, the next owner will be attracted to the same aspects.

Now, you are ready to start writing...

Note: There is way more context and advice in the podcast itself, so I recommend having a listen when you can.

Scroll down for a full example advert.

Writing your advert, step by step

Let's break the process down into bit-sized chunks.

Step 1. Write your headline.

Either focus on your target market (eg. first home buyers), the owner's motivation for selling, or both.

Read: High-motivation advert headline ideas

Step 2. Opening sentences = motivation and scarcity.

Start the body of your advert with motivation. Explain why the sellers are moving and create urgency by emphasising what makes this home special and why it won't be on the market for long.