Want to become a real estate copywriter? Here’s what you need to do in 10 steps

So, you’re naturally curious, love design and interiors, and want to harness those things in your copywriting business. Lucky for you, there’s a roaring real estate market where you can live out your fantasy.

I’ve been real estate copywriting for years now.  I’ve written up too many houses to count and crafted content for new builds, dilapidated Edwardians, multi-level complexes and renovated family homes, so I’ve accrued a few tips ‘n tricks along the way that I’d love to share.

Here’s what you can do to get started:

1.     Surround yourself in all things architecture, design, interiors and real estate. Make sure you follow every reputable business and creative on socials to help fill your brain with inspiration. Everything from The Design Files to local agencies to interior designers. It’s seriously the ultimate way to immerse yourself in that world, and it’s the best ROI (because there is no I in the ROI).  Magazines and books are also the perfect fodder for building up your real estate vocabulary.

2.     Stalk realestate.com.au and domain.com.au like it is nobody’s business.  Start to build up your understanding of what makes good real estate copy (and what doesn’t).  Also, use these to start gathering a dictionary of clever headlines, evocative descriptions, and engaging overviews. Use these as inspiration (not to plagiarise) when you are first starting out and building up your own word bank.

3.     Write up your own house as a starting point. You know it best, so why not sell it? Not literally, but why not write it up to use as a portfolio piece? Think about its quirks, its unique features and how the space is used. Focus on the lifestyle benefits it affords you and the local amenities. What about the sun? What’s your favourite room? Open green spaces, cafes, schools – mention them too.

4.     Do a Google of all the local real estate agents and send them an introductory email.  Agents are salespeople; they understand what it takes to put yourself out there.  In your email, highlight your passion for real estate, your writing experience, and your desire to combine the two.  You may not hear back for a while (or ever), but eventually, you will. It took me nearly a year to get a response, and after that, it was all systems go.

5.     While I’m not a fan of doing work for free (#knowyourworth), you may also offer to do a few listings for free in exchange for using them in your portfolio. If this doesn’t sit well, send them a few sample listings (refer to point 3), so they can get a sense of your style and skill.

6.     Lots of agents will get you to sign or agree to a non-compete, so you’ll also need to consider this if you get multiple responses. While it’s not always about the bottom line, you do need to think about the agency that gets the most listings in your area. More listings = more potential work for you.

7.     Once you’ve settled on the agency, do your research. Look at all their current listings, find their sold properties and get a real sense of their style and preferences. Some prefer a more listicle style; others opt for full prose.  Start writing up some headlines and intro templates before you get your first booking.

8.     Again, depending on the agency, you may need to visit each property or write up your listings from photographs and floorplans. In this case, you can have a few agencies on your books. My advice, if you have to visit onsite, keep them local. Obviously, offsite listings can be anywhere from Kew to Kyneton, Brighton to Brisbane.

9.     The next step is to consider your rates. In my experience, most agencies set their own prices that are passed on directly to the vendor. If there’s wriggle room, factor in length (of copy) and location.

10.  Make yourself available. Real estate work is fast-paced – agents get new listings by the hour (sometimes minute), so you will find yourself getting calls for bookings regularly. If you want to make this a proper income stream and standalone service offering, you need to be free on as many days as possible. The turnaround is also very quick (usually 24-48 hours), so you will need to factor this into planning your other client work.

Writing real estate copy is exciting and action-packed. It gives you a real insight into the human experience and helps you connect with people and places in all the weirdest and most wonderful ways. I’ve had to write about houses with used syringes on the ground, worn a face mask because the smell of death was so overwhelming. I’ve met the most charming of vendors and accidentally walked dog poo through a freshly primed mansion. It’s a ride, that’s for sure.

 It’s also surprisingly not hard to crack if you set yourself up well.