Luxury real estate

Luxury Real Estate Copywriting: 7 Tips to Write Copy for Luxury Real Estate Buyers

Summarizing a property’s best features with real estate descriptions is just as important as great photography. Though writing real estate descriptions can be daunting, especially for high-end homes, there are ways to ensure that your copy is compelling and effective.  

Want to craft the best possible real estate descriptions for your high-end listings? Here’s what to remember. 

What is Luxury Real Estate Copywriting?

Luxury real estate copywriting refers to the specialized skill of crafting written content to market a high-end home. This type of copywriting highlights the unique features, amenities, and lifestyle aspects of luxury properties to attract affluent buyers or investors.  

Where is Luxury Real Estate Copywriting Used?

Luxury real estate copywriting is used for property descriptions, advertisements, and marketing materials for high-end or luxury properties. 

7 Tips For Writing Luxury Real Estate Descriptions & Marketing Copy

Writing for a niche market takes practice and a deep understanding of your target audience. Here are some beginner tips for writing for the luxury real estate market.  

1. Frame the story carefully.

Before diving into writing, consider how you would like to frame a given property to appeal to your target audience. For example, the same home could be marketed as a spacious living situation ideal for entertaining or a family home with the potential for a playroom or nursery.  

Here are some examples of framing your marketing using a feature of the home.  

  • Large pool—Host large gatherings around your glimmering pool! 
  • Treehouse—Enjoy a whimsical family home with a backyard full of wonders! 
  • Wine room—Collect to your heart’s content! This home is a wine lover’s paradise! 

2. Choose a strategic title for real estate descriptions.

Building on the idea of framing, choose a title that grabs your intended audience and encourages them to learn more about the property. After all, it’s not helpful to have a cohesive and well-written property description if nobody reads past the title.  

Ban overused words like “beautiful,” “awesome,” or “amazing.” However, if a home is rare for the area in terms of either price or features, try adding this descriptor to the title.  

A good title for a real estate listing is concise and informative. As a general rule, aim for 5–10 words. 

3. Hook the reader with your introduction.

Give more details about the property in the listing’s introduction. Use the first sentence to highlight the location, number of rooms, and any stand-out features.  

Avoid meaningless adjectives – you don’t want to come off as too “salesy.” 

4. Pay attention to word choice.

The vocabulary you choose to use in the copy sets the tone for the value of the home, especially when writing for wealthy clients. Paint the picture of a home with luxe amenities. Exclusivity and privacy should also be prioritized when writing copy for high-end homes. 

One more note about word choice: Avoid excessively abstract or confusing vocabulary when writing for luxury brands. Trying too hard to sound overly intelligent when writing copy can be demeaning and confusing. As a general rule, use simple words. 

5. Ensure that the copy and photos work together. 

When marketing real estate, copy and photos are both important. Make sure that the features mentioned in the copy are included in the pictures. It doesn’t cost anything to add as many pictures as desired on sites like Zillow and Trulia, so upload your high-quality images.  

6. Cater to your audience using buzzwords.

The term “high-end home” can mean different things to different people. A high-end home can be a beach house in Malibu, a cabin in Aspen, or a family-friendly home in a prestigious NYC borough. Regardless of the type of home, try to think of the descriptors buyers may search.  

For example, those looking for a home in Aspen may search for mountain views, and a “beach-front property” in Malibu would also be extremely popular with wealthy buyers. Put yourself in the shoes of the buyer when writing copy, as they might even be filtering their property search based on one or two words. 

7. Inspire action with verbs.

Do you currently have a property that hasn’t sold? Try starting the copy with an action-oriented phrase. This literary trick is an industry standard. It may seem like a small detail, but adding this touch can add urgency to a listing and make a buyer feel like locking it down more quickly. 

Adding verbs could look something like the following: 

  • Retreat from the busy city to this Hampton getaway. 
  • Soak up the sun with this Malibu Beach paradise. 
  • Embrace Chicago winters with this city haven, complete with an indoor sauna.  

Now that we’ve discussed some tips for making your copy more effective and polished – have fun with it! Whether you’re putting together a property brochure or an online ad, writing compelling real estate descriptions will catch the eyes of prospective buyers and ultimately help you list and sell more properties. 

For more guidance on marketing to affluent clients, enroll in the Institute for Luxury Home Marketing. The Institute is a sister school McKissock and has been attended by over 40,000 agents, with 20,000 having earned the Certified Luxury Home Marketing SpecialistTM (CLHMS) designation. Focus on this niche market by earning this special certification!