Property copywriting
It’s a tough market out there in the property sector – with the cost-of-living crisis and budgets under pressure.
If you’re an estate agent, builder or architect, your marketing needs to work hard to sell what you offer and persuade readers to choose you over a competitor.
As an experienced property copywriter, I understand how the industry works and I can help you with results-focused copy that drives property sales.
An experienced property copywriter
Over the years, I’ve worked on all kinds of projects for estate agents, planning agencies and builders, including:
- SEO website content
- Case studies
- Social media content
- Brochures
- Property ads
- Blogs
- Product descriptions
But, I’ve not only written about property – I’ve also restored old properties, owned listed buildings, managed buy-to-lets and worked for English Heritage. So, I’ve got lots of insider knowledge of the property industry and understand how to write persuasive copy for your market.
Property copywriting for your website
A staggering 78% of property hunters start their search online – so your website needs to be sharp and engaging.
Of course, when you work in the property sector, you’re selling a lifestyle – not just a house. As a seasoned property copywriter, I write high-impact copy that focuses on the benefits – not just the features of a property. It’s my job to ensure that prospective buyers understand its unique selling points and are inspired to get in touch and book a viewing.
You won’t find any cliches or tired descriptions in my property copywriting. Instead, you’ll get personality-packed copy that hits readers between the eyes.
My copy makeover (Before and after)
Want to see the results from my copy work? Below you can see the original content supplied by a high-street estate agent and my rewrite.
I was asked to put together some information about the city of Lincoln to accompany property sales particulars.
The new content draws out the unique selling points of Lincoln in a clear, impactful way.
Original content from the client
The historic city of Lincoln offers a wide range of amenities including shops, restaurants, schools, university and cultural and leisure pursuits including the quaintly historic Cathedral Quarter and beautiful Bailgate area. Lincoln train station has a direct train to London (Kings Cross from 120 minutes). Nearby leisure pursuits include the nearby Lakeside Nature Reserve and various walking trails at the River Witham.
New content
Lincoln is one of the country’s finest medieval cities, with a beautiful cathedral and castle alongside cobbled streets and quaint shops. The Cornhill Quarter is perfect for a spot of retail therapy, with a mix of independent and high-street brands, as well as fantastic restaurants and coffee shops. It’s also home to the New Theatre Royal, offering an eclectic mix of family entertainment, comedy, dance and music.
Thumb-stopping copy that gets results
I write SEO-rich copy that help raise your visibility on search engines and drive more traffic to your website. As an SEO copywriter, I understand how search engines work and how to optimise content for search.
Local SEO is particularly important for estate agents and builders. So, your content will be crafted with handpicked keywords and phrases you want to be found for. If you prefer, you’re also welcome to supply your own keywords for me to weave into the content.
Social media marketing for estate agents and builders
Alongside my work as a property copywriter, I also provide social media marketing services. Depending on your needs and budget, I can offer all kinds of support, from social media training for your team to full platform management. This includes creating content and visuals, scheduling and posting content, engaging with followers and responding to comments. As a qualified social media strategist, I understand which strategies and tactics work and how to help you build your presence online.
Not sure what sort of support you need? Book in a chat and I can talk you through the different options.
I'm proud to work as a property copywriter for many clients. See just a few examples below.
Palmer & Partners estate agents
Palmer & Partners is an estate agents that serves clients in Suffolk and Essex. The team brought me in to craft a new valuation email to send to prospective clients. This is a critical piece of marketing for the business and the team felt that their old letter was long-winded and wasn’t conveying their strengths clearly enough.
I created a new template that conveyed the agency’s unique selling points clearly and succinctly without overwhelming the reader with unnecessary information. I designed the template so it could be easily customised for different offices and customers.
Humberts estate agents
Humberts approached me to write all the content for their new website – a large project that needed to be delivered to tight timescales in line with a major rebrand. My job was to create high-impact content for each major service area – including residential property, rural/agriculture, commercial and rental. This involved working with marketing teams across the business, both in Head Office and their smaller branches.
I crafted the content to match Humberts’ distinctive new visual identity – and conveyed their strengths of one of the UK’s top property agencies.
Copywriting for property interiors firms
Family-run business Tucker Joinery designs and creates beautiful bespoke kitchens, orangeries, windows and furniture for clients across the south of England. I produced the content for Tucker Joinery’s new website, working with the owners to ensure that the words reflected their craftsmanship and unique heritage of the business.
Builders and construction firms
D&N Construction is one of Salisbury’s leading builders. I was brought in to produce the content for the company’s new website – including copy for the main landing pages and case studies. I also designed a number of print ads that have been published in several magazines.
My client specialises in renovating listed/old properties and restoring them to their former glory – so it was a real treat to tell my client’s ‘property’ stories.
Planning agencies
I produced the content for Charter House Planning – a planning agency based in Salisbury, Wiltshire. The team were struggling to find the right words to describe their business online. And that’s where I came in, producing landing page content and case studies that told their business stories in an engaging way.