They say a picture tells a thousand words and we couldn’t agree more when it comes to selling property. What many people fail to put enough emphasis on though is the story that accompanies the photos – the copywriting.
Here’s why professional copywriting is just as important as professional shots when selling a property.
1. It tells (and sells) the story
Great copy takes prospective buyers on a journey. It enables them to imagine themselves in the picture – living in the home and in that location, making new and wonderful memories there.
2. It focuses on the benefits
Rather than simply listing the features of a property, well-written copy highlights the benefits to the specific target markets for the property. For instance, if the target market is families with teenage children, it will highlight things like the games room, the two living areas and that the master bedroom is separate to the ‘kids wing’; in other words, all the features that give parents and teens the space they need to come together and spend time apart (anyone with teens will know the benefit in that)!
If it is a property targeting families with young children, on the other hand, it would highlight things like the benefits of having a lawn area large enough to kick a ball, the pool that is in full view of the kitchen and the fact that children can walk to school safely without having to cross a busy road.
3. It is well-written and polished
Copy that is riddled with spelling mistakes, grammatical errors and incomplete sentences tarnishes a property marketing campaign and can turn buyers away. Well-written, error-free and succinct copywriting conveys professionalism and entices buyers to want to know more.
At the end of the day, buyers don’t buy unless there is emotional engagement. By selling the story and the benefits, professionally written property marketing (copy and photos) encourages buyers to become emotionally engaged and fall in love with the dream. After all, a home is far more than just bricks and mortar.
For all these reasons we always use a professional copywriter as well as a professional photographer for all our property marketing campaigns.