Realty Reality Check

Do Bullet Points Miss the Point?

Unlike bullets leaving a gun, bullet points lack the impact and influence of well written, structured paragraphs.

While bullet points are a great way of listing features, they lack an emotional connection with the reader and it is this emotional connection that adds value to your property listing.

No matter how rational you think a buyer is, their buying decision always starts with emotion.
That’s because as humans we use our emotions that have evolved over thousands of years to tell us what to do.

That is why it is important to appeal to buyers at an emotional level and the best way to do that with words is when they draw the reader in with paragraphs and sentences, not by writing a list for them to skim.

If that is the case though, why do most property adverts consist of a short sentence followed by a bulleted list of features?

Because it’s easy. Agents are busy people and they are juggling a multitude of tasks, staff and clients. Writing requires a special kind of focus and concentration which can be difficult in a busy office with a phone that doesn’t stop ringing.

This is why copywriters, like us, exist. Our core focus is writing property adverts, so, we are always ‘in the zone’ and are able to produce compelling copy that evokes emotion in the buyer and boosts your reputation as a professional real estate agent.

Outsourcing in Real Estate

The Upside of Outsourcing

Life is busy as a real estate agent – you’re constantly juggling work. From working with your clients and obtaining new leads through to attending open homes or marketing yourself and your business. And for this reason, it is worth having a think about what marketing activities you should invest your time in, and what ones you should outsource.

Real estate agents will know the saying “work on your business, and not in your business”. So, by calling on the services of experienced professionals, you can dedicate time to your current clients and create longstanding relationships which can lead to continued work and all-important referrals.


Enlisting the assistance of a professional photographer is imperative when listing a home on the market. Most prospective home buyers will head straight to the internet or pick up a property magazine to view any properties that are for sale.

Being visual mediums, it is crucial that the home’s imagery is eye-catching and appealing. By calling on a professional photographer, they can use their expertise to showcase the very best features of a home which can grab the attention of serious buyers and ultimately prompt them to enquire for more information.

Having a great camera doesn’t translate into great photography. The professionals have the ability to inspire and can allow potential buyers to visualise themselves living in the home even before they step foot through the door.


Writing a property advert can be a very time-consuming and arduous task for many agents, and is perhaps one of the least popular areas that agents like to complete when listing a home.

A poorly written property advertisement can negatively affect both the home you are listing and how you are depicted as an agent, especially by prospective clients that are looking to call on your services when selling their property.

By calling on the help of a copywriter, they will not only highlight the property’s selling points to your target market but will also create a free-flowing advert that is free of any spelling and grammatical errors.

Social Media

Social media marketing is fast becoming a requirement in the real estate industry. It can assist with promoting you as an agent and the homes you’re selling.

A social media account doesn’t just accrue likes without any effort, it requires you to be active and can therefore be very time-consuming. Everyday tasks include scouting for fresh and relevant content to post on your page and simply answering questions and interacting with those who follow your account.

A social media manager can monitor and update your pages, and can also offer insight into the ever-evolving techniques for particular platforms that can help you effectively interact with your audience and assist with marketing.

Some agents will avoid outsourcing simply because of the associated costs. However, investing a few hundred dollars towards each property is a relatively small price to pay for services that can not only increase the sale price of a home, but also gift you more time to put your best foot forward by attending to your clients, selling homes and pursuing leads successfully.