Where Real Estate Principals Should Splash Out on Copywriting (and Where They Shouldn’t)

Let’s be honest, when it comes to copywriting, it can be a stretch to  throw money at everything. But knowing where to spend (and where to tighten the purse strings) can make the difference between your listings flying off the market or gathering dust. So, here’s a no-nonsense guide to where real estate principals should invest in quality copy—and where they can afford to wing it.

Where You Should Spend:

1. Property Listings  

If you think people are going to buy a house based on a couple of bullet points and a blurry photo, think again. Your listings are where you need copy that makes buyers drool (figuratively, of course). Words matter here, because you’re not just selling bricks and mortar—you’re selling the dream. Good copy paints a picture, evokes emotion, and gets buyers mentally moving in before they’ve even booked a viewing. 

This is not the place to cheap out, although by learning how to master this area you’ll be able to save your vendor’s money and put it to use elsewhere in their campaign.

2. Your Website 

Your website is like your shop window. If the copy is dull, vague, or—worst of all—filled with jargon, your potential clients are going to wander off to the next estate agent faster than you can say ‘stagnant market’. Invest in sharp, concise copy that tells visitors why they should trust you with their biggest asset. Don’t make them guess what you’re about.

3. Email Campaigns  

Want to keep buyers and sellers hooked? Want to build a relationship that lasts beyond the sale? Then your email campaigns need some personality. A generic, robotic-sounding email isn’t going to cut it. This is where quality copywriting earns its keep—personal, engaging emails that feel like a conversation and not a pitch-fest.

Where You Can Save (Without Losing the Plot):

1. Social Media Posts  

Sure, having witty social media posts is nice, but unless you’re aiming to become the next viral sensation, you can afford to keep things a little more low-key here. The key is to stay consistent and on-brand, but don’t feel like every post needs to be a Shakespearean masterpiece. As long as it’s engaging and relevant, you’re good. 

2. Internal Communications

Look, your team doesn’t need flowery prose in the company newsletter. They just want to know what’s going on without falling asleep at their desks. Save the creative energy for your client-facing copy and keep your internal stuff clear and to the point.

3. Flyers and Brochures  

Printed marketing materials are nice to have, but let’s be real—they’re not where people are making big decisions. Sure, the copy needs to be clean and informative, but no one’s sitting down with a flyer and deciding to sell their house based on the wordsmithing alone. A quick once-over for professionalism will do just fine.

The Bottom Line:

Great copywriting is a must for the parts of your business that directly affect how clients perceive you—property listings, your website, and your email campaigns. That’s where you should invest in the pros. For everything else, good enough is... well, good enough.

P.S. And if you think saving a few quid on copywriting isn’t going to hurt, just remember: boring copy doesn’t sell houses—engaging, smart, and creative copy does. Your call.