Everything You Need to Know About Writing for Real Estate

Written by Travis

I’m very excited to have my first guest writer to BTFRE, Jesse McCarl!  Please take the time to read about the very important topic that Jesse addresses.  As real estate agents we do a lot of writing to clients and to the public and the more proficient we are in our writing the better we serve our clients and grow our business.




Everything You Need to Know About Writing for Real Estate

by Jesse McCarl


Real estate is an all-encompassing kind of career. This means that agents don’t just help people buy and sell and their homes; they require a lot of skill sets in order to be successful. Each agent must be a pro in mathematics, marketing, customer service, and more! One aspect that often gets overlooked when newbies are breaking into the business is writing.


Real estate agents do a lot of writing! Each style of writing requires a different mentality in order to be effective. Below is a look at all the different styles of writing a real estate agent has to do in a normal workweek and how to be successful in each. Writing for real estate may seem daunting to a lot of people, but it doesn’t have to be a burden if you start with a game plan!

How to write effectively for real estate


Listing Copy

Arguably the most important writing you do as a real estate professional is listing copy. This is the description associated with your listings to let buyers know about the house. This kind of writing can seem intimidating because you have to fit a lot of information into not-a-lot of room.


You want to be as specific as possible when describing a property. Include all the features, amenities, and even some information about the community such as its distance from local attractions.


Your writing should tell a story! For example, don’t just say your listing has a patio; say it has a spacious patio perfect for entertaining.


A great habit is to ask your buyers and sellers what appealed to them about the listing descriptions that they inquire about. When you notice a trend of keywords or styles that draw prospects, make those elements a staple in your listing copy write-ups.


Keep in Mind:




“Copy” is the term used for advertisement writing. Listing copy is obviously imperative to Realtors, but it’s hardly the only copywriting they will do. When agents aren’t writing copy to advertise a property, they’re writing copy to advertise themselves!


With writing in regards to personal branding and marketing, you want to stay concise. This is the text that will go on postcards, billboards, business cards, and other places where you only have a second to grab the reader’s attention.


Keep in Mind:


  • Use a consistent slogan, color palette, and other personal branding
  • Show personality!
  • Check for grammar and spelling. Simple mistakes could be quite embarrassing.


Content Marketing


Content writing is different from copywriting. Copy is advertisement writing while content can include in-depth articles, blog posts, etc. Content marketing is a way to provide information or resources to current and potential customers to build brand credibility and is extremely important to any real estate professional.


Such extensive writing may seem like a lot of work, but 68% of your customers will take the time to read what you create. It’s an imperative strategy for developing brand loyalty and customer engagement. Creating the right resources for readers will not only educate them, but could generate leads as you establish yourself as an authority on real estate and your local market.


Keep in Mind:


  • Write with Search Engine Optimization (SEO) in mind. This will make your content easier to find!
  • Advertise your content on social media and other mediums.
  • Content marketing isn’t just blog posts! Create videos, graphics, and more!


Offer Writing


A poorly written offer could demonstrate a lack of seriousness on behalf of the buyer and reflect poorly on your reputation as an agent.


This document will have to include a lot of information including the offer, the down payment, any contingencies, financing terms, who pays what fees, and more! Have this information clearly laid out. Use paragraph breaks to make each detail easy to find.


Keep in Mind:


  • Use an established format, easily found online.
  • This one isn’t about style. Stick to the facts!
  • State an expiration date on the offer to encourage the other party to act fast.


Personal Writing


Good news: this should be the easiest style of writing for any real estate professional! You use personal writing to reach out to your customers in an authentic way. Some examples include thank you notes, referral letters, and so on.


These personal touches are what will really make an agent stand out from the crowd. Obviously you want to check for spelling and grammar still, but there are no key stylistic elements to bear in mind. It’s just important to do some authentic writing in your own voice to customers… for whatever the reason!



In Conclusion, You’re Not Done Yet


No matter what you’re writing, read it aloud to yourself when you’re done. Does it say everything you wanted it to say? Does it flow the way you imagined it would? Does your writing show some personality and convey all your key points? Edits and revisions sound excruciating to many non-writers, but take time to enjoy it! It’s one of the few times in life you can go back and fix whatever isn’t perfect.


Whether you’re writing a professional offer or a simple follow-up email, writing will always be important to the real estate professional. Take time to invest in your writing skills and it will reflect well on your business to draw new customers.



Jesse McCarl is a content writer and graphic designer for He creates resources designed to help real estate professionals in their businesses and consumers in their realty goals.

About the author