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Images sell homes, but so do words, say copywriters

By Nick Bendel
16 January 2015 | 1 minute read

Copywriters have a question for agents: why do you use professional photographers for your listings but not professional writers?

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Real estate copywriters Karen Hutton and Lyndall Guinery-Smith told Real Estate Business that words are just as important as images when it comes to capturing the attention of buyers.

Ms Hutton said “most agents set out to win a listing on price”, by telling vendors that they can market their property for less.

However, Ms Hutton added that a professional’s touch is needed to ensure the listing is presented in such a way as to attract premium buyers.

She said that a good agent who can sell a $500,000 home should be able to sell the benefit of investing in a copywriter to increase the value of that home.

Ms Guinery-Smith said agents who outsource their writing are able to spend more time on high-value sales.

She said clients are impressed when they hear the agent is bringing along a professional copywriter to inspect and write about their home.

“It’s also important to remember that future clients read real estate listings and ads – if you want to make a good impression on them, you need to present your current listings in the best possible way,” Ms Guinery-Smith said.

“Grammatical and spelling errors or other mistakes in a property advertisement could mean the difference between impressing future clients and turning them off listing with you.”

Images sell homes, but so do words, say copywriters
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