…and a few reasons why it pays to dig a little deeper
Built to Last: 6 Things a Good Property Copywriter Should Be Doing
There’s more to great property copy than writing nice things about a house.
If you’re investing thousands into home staging, professional photography and premium marketing, the words should work just as hard. So, before you sign off on another generic listing, it’s worth asking:
Is your copywriter doing these six things? And, if not, why not?
- Doing the Research (Properly)
A property copywriter worth their salt doesn’t just reword a floorplan and call it a day. They research architectural features, design trends, location nuances, lifestyle benefits and the real flow of a home.
I’ve invested in books on architecture, design theory and the psychology of space. I follow renovation experts, interior designers and Grand Designs alumni. I believe understanding how homes are built and lived in is the foundation of writing about them well.
- Understanding the Language of Architecture
Words like clerestory, apex glazing, quoins, Dekton, Lutron, Nuki Smart Lock System, minstrels’ gallery and Crittall aren’t just jargon…they’re part of how a home communicates its value.
A skilled copywriter knows the difference between herringbone and chevron flooring, a Shaker style kitchen and a slab-fronted modern kitchen, a bow window and a bay window and how each subtly impacts the function and feel of a room. Broken-plan layout anyone?
Over the years, I’ve compiled my own glossary of architectural terms for features found in everything from converted churches and oast houses to shipping container homes. If it can be lived in, it can be written about with depth and clarity.
- Taking Time to Listen
Some of the best material in a listing doesn’t come from the brochure or the brief; it comes from the homeowners themselves.
Over the years, I’ve developed and refined my own interview process. It’s not a one-size-fits-all questionnaire. Before I speak with an owner, I research their home in detail, reviewing photos, floorplans and video footage before tailoring my questions accordingly.
On the call, I take the time to be flexible and intuitive, conscious of their mood, their selling position (perhaps this is a painful process due to divorce or bereavement), how ready they are to sell and how much they want to share.
Sometimes the most powerful stories come from the smallest moments, a memory of kids playing cricket on the lawn, the fireflies by the wildlife pond at night, sunrise rays drifting across the porcelain tiles of the kitchen.
It’s my job to listen for those details and to bring them to life.
- Writing for Real Life (Not Just the Spec Sheet)
It’s easy to list room sizes and features. But a good copywriter translates those facts into real-life emotion. What’s it like to sit by the fire on a winter’s night? To open the doors onto the garden in summer? Where does the dog bed go? The Christmas tree? The visiting grandparents?
Impactful property copy helps buyers imagine themselves there, not just living, but thriving.
- Cutting the Fluff
Good writing is good editing.
A great copywriter knows which words to cut and which ones to keep. That means no estate-agent clichés, no filler phrases and no inclusion of empty adjectives such as “generous,” “boasting,” or (shudder) “comprising.”
Every sentence should earn its place. And if it doesn’t sell the space, the feeling, or the story…it’s out.
- Treating It Like a Craft
Property copywriting isn’t just a job to get done. It’s a craft to hone. The best copywriters keep learning, from homeowners, designers, architects, buyers, estate agents and even from their own mistakes.
They take pride in consistency, clarity and style. They know how to strike the balance between warmth and professionalism, lifestyle and logic.
If your current copy doesn’t reflect that? Maybe it’s time for a rethink.
So…is your copywriter doing all this?
If not, why not?
You’ve put time, effort and energy into the home you’re selling.
The copy should reflect that care. Because words aren’t just words. When done well, they’re the bridge between attention and action.
And when it comes to standing out in a crowded market, that bridge matters.
