Let me guess – you’ve sat down to write a property listing before, right? You open up a blank document, type something about the “lovely kitchen” and “great potential,” then stare at the screen for twenty minutes wondering why it sounds exactly like every other listing you’ve ever read.
I get it. Writing good copy is harder than it looks, especially when you’re trying to make people fall in love with a place through words alone. But here’s the thing – when you nail the words, properties sell faster. And that’s not just feel-good marketing speak, that’s actual money in your pocket.
The Real Cost of DIY Copy
Look, I know you’re swamped. Between client calls, property viewings, and trying to have some semblance of a personal life, sitting down to write feels like the last thing you want to do. So you bang out something quick, throw in words like “charming” and “must-see,” and call it done.
The problem? So does everyone else.
Buyers are scrolling through dozens of listings that all sound identical. Yours gets lost in the noise, and you end up wondering why you’re not getting the interest you expected. Meanwhile, you’ve spent hours wrestling with words instead of doing what you do best – selling houses and building relationships.
What Good Copy Actually Does
A professional copywriter isn’t just someone who makes things sound prettier (though that’s part of it). They understand how to make people feel something when they read about a property.
Instead of “spacious three-bedroom with garden,” they might write something like “imagine Saturday mornings watching the kids play in the garden while you enjoy your coffee on the patio.” See the difference? One describes features, the other helps someone picture their life there.
Plus, they handle all the stuff you probably don’t love doing – the SEO research so your listings actually get found online, keeping your brand voice consistent across everything, and writing emails that people actually want to open.
Think of it like property photography. You could take photos with your phone, but you don’t because professional photos make properties sell faster. Words work the same way.
The Numbers Game
Here’s where it gets interesting. Better copy doesn’t just make you feel more professional – it makes you more money.
Properties with compelling descriptions get more viewings and often sell quicker. Email campaigns with decent subject lines get opened way more often. Blog content about local areas keeps bringing in leads months after you publish it, without you spending anything on ads.
Let’s say you invest €500 in professional copy for a listing and some email campaigns. That property sells two weeks sooner because more people came to view it. You’ve just saved more than that €500 in holding costs alone. Then one of those email campaigns brings in a new client who nets you a €10,000 commission.
That’s a pretty solid return on investment.
Real Examples (Because Everyone Loves a Success Story)
I heard about this agent in Dublin who had a gorgeous penthouse that wasn’t getting much interest. The original listing was all square footage and features – you know, the boring stuff. They got it rewritten with something like “wake up to Dublin’s skyline spread out below you, morning light flooding through floor-to-ceiling windows.”
Suddenly, everyone wanted to see it. Multiple offers, sold above asking.
Another agent started blogging about neighborhoods in their area. Nothing fancy, just helpful content about what it’s like to live in different parts of town. Six months later, they’re showing up on Google when people search for “best areas to buy in [their city].” Free leads, essentially.
And there was this team whose newsletter was basically dead – same old property updates, terrible open rates. They got someone to jazz it up with better subject lines and more personality. Open rates went from about 10% to over 30% almost overnight.
Where to Start
If you’re thinking about this but don’t want to go all-in immediately, start with the basics:
Your property listings – this is where good copy makes the biggest immediate difference. Your professional bio – people want to know who they’re working with. Your website – often the first thing potential clients see. Email campaigns – still one of the best ways to stay in touch with your database.
“But It’s Expensive, Right?”
This is what everyone asks. And yes, hiring a good copywriter costs money upfront. But think about it this way – if better copy helps you close even one extra deal per year, it’s probably paid for itself several times over.
If you’re not sure, test it. Try professional copy on a few listings and compare the response to your usual approach. Track your email open rates before and after. The difference usually becomes pretty obvious pretty quickly.
The Bottom Line
Real estate has always been about more than just property – it’s about helping people imagine their future. Photos show them what a place looks like, but words help them picture what their life could be like there.
Good copywriting isn’t about using fancy language or trying to sound clever. It’s about connecting with people, building trust, and ultimately helping properties sell faster.
The question isn’t really whether you can afford to hire a copywriter. It’s whether you can afford not to, especially when you see how much business you might be missing out on with mediocre copy.
Trust me, your future self will thank you for making the investment.