Writing for Real Estate – The Reality of Realty Copy

Ever since 2010, my first-ever job as a Copywriter, I’ve had the privilege of working on real estate brands with projects across India. 13 years later, I’m proud to have 100+ realty projects to my credit, helping home seekers find their dream home with a little bit of magic and a lot of love.

But it’s not easy writing for something almost the same – every home comprises 4 walls that build your story, a floor that keeps you grounded and a non-glass ceiling that you always want to break and achieve more.

Then, how do you write differently for each project, giving each its unique identity, persona, and aspirational value? 

That’s a challenge that makes me happy to be a writer.

Here are some things that fuel my creativity:

Embracing experience and diversity

From luxury apartments to cosy and budget-friendly family homes, each property has its story to tell. My experiences have taught me to perceive every real estate project as distinct, regardless of similarities. It’s about understanding the unique selling points, the essence that sets each property apart, and channelling those characteristics into engaging narratives. For instance, one project brought the tallest building to PCMC, while another one brought the first-ever heated swimming pool to a Tier-II city – these are amazing starting points to invite potential homeowners for a site visit. 

Highlighting the differentiation amidst the similarity

In a sea of listings, standing out is paramount. But how do you make a 3BHK, a plotting project, or a row house sound unique? That’s where the artistry of writing comes into play. I like to dive deep to find the essence that resonates with potential buyers – be it the neighbourhood charm, innovative architecture, or the promise of a lifestyle upgrade. Not to mention, the location is always the biggest selling point. Some locations are all about connectivity to the city or the workplace, while others are about enjoying the calm and quiet amidst natural bliss. 

Focusing on technological innovations 

The real estate market is rapidly evolving to embrace technological advancements, and it helps buyers feel more connected to their future homes. I have supported clients with virtual tours, created online videos, and focused on social media promotions. Utilising new-age tools, every property stands a chance to reach a wider audience and turn prospects into residents. The real estate industry has definitely benefitted from technological advancements, and as a writer, I’m happy to leverage these tools and technologies for my clients’ projects. 

Unveiling the stories

Beyond brick and mortar, every property has a narrative waiting to be unveiled. It could be the tale of a historic estate’s legacy, the contemporary design philosophy of a modern high-rise, or the transformation of a space into a homeowner’s haven. Capturing these stories transforms a mere project into an aspirational dream. I worked on a project that positioned their penthouses as ‘Celebrity Penthouses’ and smartly roped in Shilpa Shetty to promote the same. Another project in a developing locality in Pune worked with Sonali Kulkarni to showcase a ‘Celebrity Lifestyle’ in the city. One of the projects gained from the positioning of 5G homes, with everything modern, elevated, and new-age. 

Ideating with a fresh perspective 

Generating new ideas for similar products isn’t a walk in the park. It involves research, immersion into the local culture, understanding buyer personas, and sometimes, simply letting creativity flow. Whether it’s through compelling headlines, engaging descriptions, or tapping into emotive triggers, finding that fresh angle is an art in itself. Every time I’m able to crack a brief and create a campaign, I feel delighted that it may help some families truly live their best lives yet in a brand-new dream home! 

I’ve always relied on empathy and emotions to connect with audiences. Buying a home is one of the biggest decisions in almost every family’s life, and thus, it needs to be tendered with care and love. 

The reality of real estate writing is multi-dimensional. It’s about breathing life into the ordinary, crafting poetry within property descriptions, and ultimately, bridging dreams with reality through the power of words. I’ve discovered that no property is truly ordinary –the layers within that paint the extraordinary.

Want to promote your real estate project with a dash of emotions and a plethora of new ideas? Get in touch with Copylove today!