Great housing brochure copywriting is something that almost anyone can improve at when a structured and customer-centric approach is taken to the job. Your copywriting should be unique to each property. It should be tailored to each dwelling, and promote the benefits that can’t be found in any other property.
Focus on the buyer
Your housing brochure copywriting should (of course!) appeal to the people most likely to be purchasing the property. It should mention the benefits that they are most interested in, not just what you have to say about your wonderful development.
Do not fall into the trap of writing vaguely about lifestyle and culture. This is the number one killer of great housing brochures in our experience (aside from a poor design, which goes without saying!). Bland, or otherwise boilerplate copywriting can bring even the most beautifully designed housing brochure to its knees in the eyes of a buyer. You are selling a dream, a future life and you must give your customers no good reason to live anywhere else.
How to do some quick but important research
Needless to say, there is a wealth of information out there thanks to the almighty Google. Some quick searches for keywords such as “property buyer trends 2015” or, “property ideas” and so on will throw up a multitude of insights and possible clues as to what buyers value, and are looking for in their property. This can be done online of course, but you should not rule out doing some first-hand research by talking to local people, friends, relatives and neighbours too! This will help you generate information about your property that you can use to form the basis of your copy.
With your research complete, you will be in a much better place to position your property in-line with what people want and expect. It will allow you to say exactly why your development is so special. The following are some topics that are worth covering in your fact finding mission. We will start at the large scale, with general benefits of the area, and work our way down to things specific to the property. Think of it like hosting a city tour on an open-top bus, but the bus stops at the doorstep of your property.
Talk about the County / region
Start by giving a brief introduction of the county and geographical location. This sets the scene, and not all buyers are local. Cast your net as wide as you can.
Drill down then to the local area
Then move onto the area itself mentioning its proximity to key locations and landmarks such as parks and tube stations. A rural property can be much more appealing if you can say that the city is just 20 minutes away.
The all-important amenities
People love to know they are living close by essential amenities such as schools, hospitals, health centres & shops.
Include social scene and lifestyle in your copywriting
We all like to enjoy our weekends in many different ways, from pubs and restaurants, to coffee houses and cafes. Write some copy on the local social scene but keep it simple and cover a nice range of things that would interest most people. The key is not to alienate anyone, not to lose any of the interest you have built up. Here you must be diplomatic, and give a well-rounded view of what people can do in the area with their free time. This is a tricky balancing act, and our advice is to know your customer, and use you intuition. When person, property, and location complement each other, you’ve got a winner on your hands.
Include Architectural Merit
Finally we’ve narrowed the topics right down to the property itself. The potential buyer will be most interested in this portion of copy. If the building boasts architectural merit try to describe it. If it is a refurbishment project and the original architects were well renowned, mention them. Likewise if it is a new build and the property was designed by well established and respected architects, give them a mention. Does the house boast any modern technology, or sustainable design? Make sure this is brought to your reader’s attention.
Again, focus on the customer
Once you have all this information gathered, Consider you customer again. This is who you think will be the end buyer of the property. Put yourself in their shoes, which parts of the research do they really care about? Which parts will get them closer to buying? Which parts would turn them away from making that decision? This will give you an idea of what to include, and how to order and prioritise information.
These methods can help generate information, and focus your attention to what is relevant when promoting property. These are just some of the ways we generate copy for our marketing collateral, so don’t be afraid to be creative and try something we haven’t mentioned here.
Great copywriting for housing brochures is definitely not an exact science, and there are no correct answers, but hopefully today you are one step closer to writing relevant, compelling copy, that can get buyers interested in your development.View our Housing Brochure portfolio