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How to Write Captivating Copy for Lead-Getting Listings

By NPMGAdmin

by Courtney Soinski

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Are you constantly trying to come up with new ways to get more leads? Believe it or not, attention-grabbing and well-written advertising copy makes a huge difference for your listings and how they reach consumers. According to professional sales coach and broker, John D. Mayfield, remember this acronym phrase: “G.E.T. C.A.L.L.S.”

G: Grab the Reader’s Attention

This, in my opinion, is one of the hardest parts about writing successful advertising copy. You want the very first sentence of your ad listing to be bold and attention-grabbing. It will pull that potential homebuyer in, and hopefully, give them enough curiosity to read on.

E: Entice the Reader with Information

Instead of listing basic information about the home, use words that will paint a picture. That way, the consumer can actually visualize the kitchen, flooring, windows, master bathroom, or whichever element you’re choosing to describe.

T: Truth in Advertising

In your listing’s advertising copy, be sure you stay completely truthful. If you misrepresent or exaggerate when writing about the property, you will give them the wrong idea. You don’t want consumers to feel they were misinformed, especially if they decide to come visit the property and find out that it wasn’t what they were expecting. That’s a total turn-off.

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C: Close the Sale

Don’t be afraid to ask for a consumer’s business in your listing. This can be something as simple as telling them to contact you for more information about your services, or to schedule a private showing. If you advertise on RealEstateBook.com, you can even create a virtual tour for consumers to view. If they request more information on our site, we will send them an email lead with the property and agent information, and you will receive an email with their contact information.

A: Ask the Seller What They’ll Miss About Their Home

This may be something you’ve never thought about, but it can really work. When you think about what you would miss about your own home, they will most likely be the absolute best features. Include it in the ad copy. After all, who better to ask than the resident?

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L: List Key Features

In this section, make sure you point out key aspects about the property that consumer would whole-heartedly want to know. These features can be things like bedrooms, bathrooms, schools, location, price, central air-conditioning, or even flooring type.

L: Look at Other Ads

By taking a stroll through other successful advertisements, you’ll gain some insight on what really works. You may even become inspired in writing your own descriptions. It’s great to look at the competition, but just remember to use your own words and no copying! You may even find something you’ve never tried before.

S: Spend Time Preparing & Writing Ads

This is one of the most important pieces of advice I can give for writing advertising copy – take your time and don’t rush through it! When you think about all that you, as a real estate professional, invest in advertising and marketing your listings, it’s important to think it through. Remember to not put it on the back burner of your to-do list, and don’t forget to proofread and check for grammar!


Source: 8 Steps to Writing Effective Advertising Copy, John D. Mayfield

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