A real estate copywriter is a professional writer who specializes in writing persuasive and engaging content for the real estate industry. This content can be used for marketing or advertising real estate products, services, or properties.

While copywriting is essentially just putting words to paper, great copywriting is an art—it triggers an emotional response, builds trust, and persuades readers to take action, whether that’s clicking a link, filling out a contact form, or making a purchase.

It’s closing a sale while building a relationship with your audience.

Behind every compelling real estate ad, website, or listing description is a copywriter. The real estate industry relies on professional copywriters to communicate to homeowners, buyers, sellers, and other businesses in a way that drives sales.

Let’s discuss the role of a real estate copywriter and how copywriting services can help your real estate business.

What Does a Real Estate Copywriter Do?

A real estate writer crafts compelling content that highlights properties, services, and related products, ensuring they stand out online to potential buyers and clients.

This includes:

• Property listings

• Website copy (home page, about us, landing page, biography, sales funnel, etc.)

• Blog posts (like this one)

• Social media posts

• Brochures

• Advertisements

• Property descriptions

• Neighborhood descriptions

• Press releases

• Email marketing

• Newsletters

Essentially, if it involves the written word in real estate marketing, a copywriter can handle it.

Who Do Real Estate Copywriters Work With?

Copywriters work with most businesses under the real estate umbrella. This includes:

• Real estate agents & REALTORS®
• Brokers & brokerages
• Property management companies
• Real estate investors
• Project developers
• Real estate marketing agencies
• SaaS companies in real estate

To illustrate the impact of real estate copywriting, I’ll share how I help my clients. Many of my projects involve writing SEO-driven articles for real estate brands and companies. These articles require thorough research, sometimes legal review, and compliance-focused writing.

Articles are typically a big SEO booster. This is search-engine-optimized content meant to improve the page’s visibility and rank on search engine results pages (SERPs) for specific keywords or search queries.

In other words, SEO-friendly content helps your website rank higher in search engine results when people search for relevant keywords related to your content or business.

But this doesn’t mean stuffing keywords in a post will work. This can even hurt your SEO performance.

This also gives your readers a poor experience, increasing the chance that readers click away, and can damage your credibility.

So how can professional writers help?

A 2024 report from the National Association of Realtors (NAR) found that 43% of all buyers looking online for properties for sale as their first step taken during the home buying process, typically through platforms and real estate agent’s websites.

So, if you’re a real estate agent and a potential lead lands on your website because you have compelling, informative content, you’re already ahead of the competition. But if your website lacks engaging, well-written copy, you might be losing potential clients before they even reach out.

This is where professional writers come in. A skilled real estate writer can:

• Create persuasive, SEO-friendly content that ranks higher on Google, making it easier for buyers and sellers to find you.
• Write compelling property descriptions that go beyond basic details to evoke emotion and interest.
• Develop engaging blog posts that position you as a knowledgeable expert in your market.
• Craft persuasive email campaigns that nurture leads and turn them into clients.

How Much Does Real Estate Copywriting Cost?

Hiring an expert who knows what they’re doing while giving you back your precious time sounds great… but how much does this service cost?

Everyone’s rates are different.

Niche writers, or those who focus on a specific area, generally charge more than generalist writers. The more focused and experienced a writer is on a niche or sub-niche, the higher the rates tend to be.

According to the American Writers & Artists Institute, the average rate for an SEO article between 1,200 and 2,000 words is $250-$1,000. The average rate to write an e-newsletter is $800-$2,000.

Check here for the full list of copywriting services and rates (updated for 2025).

Can’t I save some money by doing it myself?

Yes, but is it worth the time and effort?

As a business owner, you already have plenty to handle. Plus, an ineffective content strategy can jeopardize website traffic and brand credibility. A real estate copywriter ensures that your content includes:

• Attention-grabbing headlines
• Strong calls to action (CTAs)
• Clear benefits
• Engaging storytelling

Hiring a real estate content writing expert is an investment—one that can increase leads, boost sales, and enhance brand visibility.

Why REALTORS® & Brokers Need Copywriters

Real estate agents and REALTORS® rely on marketing to generate leads and grow their businesses. I’ll use the importance of well-written real estate property listings as an example.

So why do your words matter in a listing description? It’s because of where prospective buyers are looking.

According to NAR, data shows that:

• All buyers used the internet to search for a home

• 43% of recent buyers began the home buying process by looking online at properties for sale

So how do potential buyers find properties for sale? By browsing online for real estate listings, scrolling through photos, and reading property descriptions.

And the words you use matter.

Zillow published a study on the impact of words in listing descriptions on the final sales price of homes on the market. According to Zillow’s data, listings with the word “luxurious” sold for 8.2% more on average than anticipated, while “captivating” and “impeccable” sold for 6.5% and 5.9% more, respectively.

At the same time, there are words you should avoid.

The same Zillow study revealed that listings with certain keywords act as a warning to buyers about the home’s quality and features. For example, real estate listings with the word “fixer” sold for 11.1% less on average than expected. Other words that act as red flags are: TLC, cosmetic, investment, investor, potential, and more.

Attracting buyers and sellers is hard work, but a freelance copywriter service can help you find the right words to make your MLS listings/descriptions and website stand out.

Real Estate Copywriting Services

When it comes to marketing and sales, most real estate professionals focus on generating a strong online presence. Without it, it’ll be tough to keep your pipeline full.

Take a look at these real estate copywriting services to help support your business.

Blog Posts/Articles

Regular posts to your website’s blog that are educational and informative can position you as a thought leader and industry expert. It helps your readers understand who you are, which is essential in real estate.

This is also an opportunity to be strategic and target specific keywords to rank higher in search engines.

Social Media

Social media—Facebook, Instagram, LinkedIn, TikTok—is the best way to connect and engage with other real estate leaders and potential clients.

Real estate agents can promote listings with photos and reply directly to comments.

Property Listings

Writers can help you find the perfect words to describe your listing.

This can help attract potential buyers when you post your professionally written description to the MLS, social media, and other online listing services.

Website Copy

Your website should convey a sense of professionalism and credibility and serve as a platform for showcasing your qualifications, certifications, awards, and testimonials.

This can help establish your expertise.

Press Releases

Have something you want to announce?

Share news, updates, or announcements with the public and media with a well-crafted press release.

Brochures

Intrigue your target market with a carefully put-together marketing brochure. Savvy agents use this tool to increase awareness of their listings and services using persuasive real estate copy.

Email Campaign

Email marketing is a good way to introduce your services to ideal clients and build relationships.

Each email must be personalized with high-quality professional copywriting.

Newsletters

Build a subscriber base and stay connected with your existing clients, prospects, and other contacts by sending frequent newsletters packed with valuable information. You can show off listings or give details about your services or products to your subscribers.

Video Showings

You can’t ignore the power of video.

You can get right in front of your ideal audience and show off special features of properties on the market. A writer can help craft a conversational script for your showing.

If you’re interested in these real estate copywriting services, don’t hesitate to reach out! Visit my services page for more information about my writing process. You can also check out my portfolio for examples of my work.

How to Hire the Right Real Estate Copywriter

Need a freelance writer and not sure what to do? Follow these steps:

1. Define Your Needs:
   • What type of content do you need?
   • What’s your goal and target audience?
   • What’s your timeline and budget?
2. Review Portfolios:
   • Look for samples that match your style and quality expectations.
3. Ask for References & Testimonials:
   • See what past clients have said.
4. Discuss Rates & Contracts:
   • Set expectations for pricing, deadlines, and revisions.

Hire a Real Estate Copywriter

Don’t miss out on the opportunity to take your real estate copywriting to the next level! Wow your potential buyers, sellers, and customers with captivating copy and content that clearly communicates your brand’s value and helps you and your team stand out.

Need help with your real estate content or social media? I’m launching a membership with access to a full library of done-for-you customizable marketing templates. Here’s what you’ll get:

• Email templates
• A monthly content calendar with social media templates and captions
• Marketing guides and printables, including checklists, flyers, postcards, mailers, and more
• Newsletter templates

Follow me on Instagram for updates, or contact me if you have a question or need professional copywriting services!