Did you know that engaging property descriptions can have quite an impact on the sales results of your real estate office? Therefore, it is worth paying some attention to them and learn the most important rules for writing effective texts. In this article, you will learn how to create professional property descriptions and encourage potential clients to take advantage of your offer.
Identify and know your target audience
The first step to creating engaging property descriptions is to know your target audience thoroughly. Using professional tools, conduct a data analysis of your potential customers. The analysis of your target group should include aspects such as age, gender, social status, interests, and the goals your customers want to achieve by buying or renting property, among others. With the data you obtain, you can create descriptions that address the specific needs and expectations of your audience. This will make your content more compelling and engaging, which should translate into better sales results in a relatively short period of time.
Highlight the most important information about the property
The vast majority of property seekers want to know the most important information about a given offer as soon as possible. For this reason, it is a good idea to highlight important facts about, for example, the area of the apartment, location or price. You can do this by listing with bullet points or using bolding of key parts of the text. Also, try to draw the audience’s attention to the advantages of a particular property, such as convenient location, practical layout, easy access to infrastructure or unique architectural solutions. In this way, you can significantly increase interest in your offer and effectively convince potential customers to use your real estate agency.
Match the text style to the target audience
The style of the property description should be tailored to the preferences and needs of the target audience. For individual clients, it is worth appealing to emotions by using evocative descriptions that stimulate the imagination. For example, you can mention the pleasure derived from morning coffee drunk on a sunny terrace overlooking a nearby park, or relaxation in your own garden on a secluded estate.
For business clients, on the other hand, betting on specifics and using benefit language will work better. In descriptions, for example, it is worth highlighting the functionality of the property and its convenient location. In texts created for premium clients, try to emphasize prestige and luxury by using an elegant style. On the other hand, in the case of avant-garde properties in trendy neighborhoods, you can afford to use more colloquial and casual language.
Enjoy high quality multimedia
High-quality multimedia is almost a mandatory element of engaging property descriptions. Professional photos, graphics, videos, virtual walk-throughs, as well as 3D plans and visualizations significantly increase the attractiveness of the listing. With high-quality multimedia, your potential customers can see the details of the property, which can make them decide to buy or rent. Photos and videos should be taken in good lighting, showing both the interior and exterior of the property. In turn, virtual walk-throughs and 3D floor plans and visualizations should load quickly and run smoothly on any device.
Ensure clarity and readability of text
Clarity and readability of the text help keep the attention of users visiting the real estate website. Taking care of these two elements will make potential customers more likely to read the content of the description, which increases the chance of conversion. Opt for logical text layout, use of headings, short paragraphs, lists and bold – this will make the content easier to read and scan. Also choose fonts that are readable on different devices. Introducing a clickable table of contents can further facilitate navigation, especially for longer descriptions, and enhance the overall user experience of the site.
Use calls to action (CTAs)
Calls to action (CTAs) in property descriptions are extremely important because their purpose is to encourage users to take advantage of your offer, make contact or perform another action. The ideal CTA should be clear, specific and encourage interaction. It should also be placed in strategic places, such as at the end of the description, next to key information or in headlines, so that users will easily notice it and be inclined to take the desired action. Well-worded and placed CTAs can significantly increase conversion rates and convince potential customers to take the next steps in the buying process.
Need help preparing engaging property descriptions? As part of our cooperation, we can not only design your dream website and prepare a visual identity, but also create effective content. Get in touch with us now!
