Writing Ad Copy That Converts for Real Estate Properties

Great ad copy gets clicks, calls and inspections. It turns quiet interest into real action. You do this by making the reader feel seen, solving their problem, and showing a clear next step. This guide gives you simple steps, clear templates and ready to use prompts that work across portals, social, email and print.

The goal of great ad copy

Your copy must do three things

• Grab attention in the first line

• Build desire with clear benefits and proof

• Tell the reader exactly what to do next

If the copy does not do all three, it will not convert.

Know your buyer in five minutes

Before you write, decide who the most likely buyer is. Then write to one person. Use these quick checks.

• First home buyer

  • Cares about price comfort, grants, low running costs, transport and safety

• Upsizer

  • Cares about bedrooms, storage, yard, school zones and family flow

• Downsizer

  • Cares about single level living, lift access, low maintenance and walkable lifestyle

• Investor

  • Cares about yield, vacancy risk, depreciation and demand drivers

• Lifestyle buyer

  • Cares about water, bush outlook, privacy, hobby spaces and weekend living

Two minute research

• Check recent sales headlines in the same suburb to see what themes get used

• Scan local school catchments and walk times to shops and transport

• Ask the owner what they love most and what surprised them after moving in

Turn features into benefits

Buyers act on benefits, not just features. Use this simple map when you write.

• North facing living

  • Warm light all day and lower energy use

• Double garage

  • Secure parking and space for storage or a workshop

• New kitchen

  • Fewer repairs and faster weekday meals

• Large alfresco

  • Easy family gatherings and weekend barbecues

• Close to station

  • Shorter commute and more time at home

Write the benefit after every key feature. Your copy becomes clear and human.

A simple structure you can reuse

Use this seven part layout for portals, brochures and websites.

1. Hook headline

2. One line value statement

3. Three benefit bullets

4. Proof point

5. Location snapshot

6. Key details

7. Call to action

Word guide

• Portal short form

  • 40 to 60 word opening plus five to seven bullets

• Social post

  • 30 to 80 words plus one strong call to action

• Brochure or website

  • 120 to 200 words plus a clean features list

Hooks that stop the scroll

Use short, concrete hooks. Try one of these styles.

• Move in ready home with sun filled living near the station

• Family space and quiet street beside the park

• Single level living with level access and village lifestyle

• Top floor apartment with wide district views and secure parking

• Freshly updated home near top school catchments

• Private garden retreat five minutes to the beach

• Corner block with two street access and future options

• Light and airy terrace with work from home studio

• Boutique build with lift access in a walk to everything spot

• Investor ready with strong rental demand and low outgoings

The middle section that builds desire

Use simple, sensory words and helpful numbers.

• Sight

  • Green outlook, wide windows, open plan flow

• Sound

  • Quiet set back from the street, only birds in the morning

• Feel

  • Warm timber floors, cool afternoon breeze

• Numbers

  • Internal area in square metres, balcony size, strata or council rates, typical rent, walk times such as three minutes to bus

Use micro bullets to make scanning easy.

• Open plan living joined to north deck

• Stone kitchen with breakfast bench and gas cooking

• Main bedroom with walk in robe and ensuite

• Level lawn for play and pets

• Double garage with internal entry

Calls to action that get responses

Tell people what to do right now. Match the call to the channel.

• Portals

  • Book your inspection. Click Request Inspection or call today

• Social

  • Comment Open for times or message for a full info pack

• Email

  • Reply yes for the contract and strata report

• SMS

  • Text 12Smith for price guide and floor plan

• Open home

  • Scan the code for contract, price guide and updates

Always include a phone number and a fast digital option.

Copy templates you can paste

Use these as drop in blocks. Replace the brackets with your facts.

Family house

Hook

• Sun filled family living in a quiet, tree lined street

Body

• Four bedrooms and two living areas for easy family flow

• North facing yard with level lawn for play and pets

• Stone kitchen with gas cooking and walk in pantry

• Walk five minutes to [School] and seven minutes to [Transport]

• Double garage with internal entry

Call to action

• Book your inspection today. Contact [Agent] on [Number]

First home apartment

Hook

• Bright top floor apartment with parking and village lifestyle

Body

• Open plan living with wide windows and leafy outlook

• Modern kitchen and updated bathroom

• Bedroom with built in robe

• Walk three minutes to [Shops] and [Station]

• Secure parking and separate storage cage

Call to action

• Request the info pack and inspection times

Luxury listing

Hook

• Waterfront elegance with wide views and refined detail

Body

• Grand living zones joined to a full width terrace

• Chef kitchen with premium appliances and butler pantry

• Private main suite with dressing room and spa ensuite

• Lift to all levels and triple garage

• Moments to [Marina] and [Dining]

Call to action

• Private viewings by appointment. Contact [Agent]

Investor focus

Hook

• Solid rental demand and low outgoings in growth pocket

Body

• Current rent [Amount] per week. Appraised at [Range]

• Estimated yield [Percent] subject to market

• Strong tenant demand near [Hospital or University]

• Strata [Amount] per quarter. Council [Amount] per quarter

Call to action

• Request the rental letter and full info pack

Acreage or lifestyle

Hook

• Peaceful acreage with light filled residence and wide views

Body

• Single level home with open plan living and slow combustion fire

• Covered alfresco looking over rolling lawns

• Three fenced paddocks and shedding for tools and toys

• Ten minutes to [Town] and [School]

Call to action

• Call [Agent] for inspection and farm map

Auction

Hook

• Spacious family haven in sought after pocket. Auction [Date]

Body

• Multiple living zones and a north aspect

• Walk to [School] and [Park]

• Ready to enjoy. Scope to add value later

• Pest and building report available

Call to action

• Get the contract and bidder registration today

Off market teaser

Hook

• Quiet street. Level yard. Ready next week

Body

• Three bedrooms. Open plan living. Secure parking

• Walk to [School] and [Shops]

Call to action

• Message for early photos and price guide

AI prompts to speed things up

Paste one of these into your AI tool. Edit the details inside the brackets.

• Persona

  • Write portal ad copy for a [property type] in [suburb]. Target [buyer type]. Use a hook, three benefit bullets, a location snapshot, and a clear call to action. Keep it under 140 words. Use Australian spelling. Use square metres. Facts

  • Beds [x], Baths [x], Parking [x], Area [x] square metres, Rates [x] per quarter, Walk times [x]

• Social caption

  • Create a short social caption for a new listing at [address]. Include one hook, two benefits, one location line, and a call to action to comment or message for the info pack. Keep it under 60 words

• Investor version

  • Write an investor focused version of this ad. Include current or appraised rent, estimated yield, outgoings, and demand drivers. Keep it clear and under 120 words

• Downsizer edit

  • Rewrite this copy for a downsizer. Focus on level access, lift, low maintenance, quiet living and walkability. Keep it under 120 words

• Split test hooks

  • Give me ten alternative hooks for this listing. Keep each under 12 words. Use suburb, key feature and benefit

SEO for portals and your site

Help people find the listing when they search.

• Use the suburb and micro location in the headline

• Use plain terms buyers type such as single level, north facing, walk to station, pet friendly

• Add nearby icons and names such as beaches, parks, hospitals and schools

• Use square metres and bedroom count in the first three lines

• On your site include meta title and description using suburb, property type and key benefit

Social captions that convert

Use one of these.

• New to market. Sun filled living and level yard. Walk to [School]. Comment Open for the full info pack

• First home comfort near [Station]. Bright top floor with parking. Message for price guide and floor plan

• Private garden retreat five minutes to [Beach]. Book your inspection today with [Agent]

• Investor ready near [University]. Low outgoings and strong demand. Reply yes for the rental letter

• Auction [Date]. Spacious family haven in a quiet street. Download the contract via the link

Proof and trust elements

Add one proof point to lift confidence.

• Recent building or pest report available

• Independent rental letter

• Builder or architect name for newer work

• Energy saving items such as solar, insulation and orientation

• Testimonial quote from a nearby sale

• Time on market and buyer enquiry volume if strong

Compliance and care

Keep your copy true and fair.

• Do not mislead on size, condition or price

• Use current and checked facts

• Avoid language that could exclude any group

• Respect privacy when using quotes or neighbour references

• Check local advertising rules for price guides, underquoting tests and use of terms such as luxury or bedroom counts

• Include necessary disclaimers and invite buyers to make their own enquiries

If unsure, ask your office leader to review before publishing.

Editing checklist

Run this quick list before you post.

• Hook makes one clear promise

• Buyer type is clear

• Every feature links to a benefit

• Paragraphs are short and easy to scan

• Numbers are correct and recent

• Suburb and micro location are named early

• Walk times are clear and real

• Jargon removed

• No repeated points

• Call to action tells the reader exactly what to do

• Phone number and digital option included

• Spelling and spacing checked

• Square metres not feet

• Photos and copy tell the same story

• Compliance notes added

Advanced tips

Lift your results with small tests.

• Split test three hooks and keep the best

• Create two calls to action and compare response

• Lead with the most powerful photo and match the first line to that image

• Use a short video with captions and the same hook as your copy

• Add a link to an info pack that collects name, email and phone with consent

A fast workflow you can follow in twenty minutes

1. Pick the buyer type

2. Write three hook options and pick one

3. List five features and write a benefit for each

4. Add a location snapshot with walk times

5. Add one proof point

6. Write a clear call to action

7. Read it out loud and cut any extra words

8. Post to portals, social and email with slight edits for each channel

Before and after example

Weak copy

• Lovely home in great area. Close to everything. Must see. Call now

Strong copy

• Sun filled family living in a quiet street near [School]

• Four bedrooms and two living zones

• North facing yard with level lawn for play and pets

• Stone kitchen with gas cooking and walk in pantry

• Walk five minutes to [Shops] and seven minutes to [Transport]

• Double garage with internal entry

• Book your inspection today. Contact [Agent] on [Number]

Write like you talk to a real person at an open home. Be clear. Be honest. Promise one thing in the hook and then deliver proof. Finish with a simple next step. Do this every time and your ad copy will convert more clicks into calls and more calls into inspections.

Author Ken Hobson
ken@agentslibrary.com.au