When the property market is tough, words can be your most valuable asset. The Writers explain how they get inside your target buyer's head and tell an authentic story.

1. What to do when
homes stop selling
themselves
–
Why it’s time for real estate to
get real about marketing.
www.writerscopywriting.com

2. We’re often asked if we
have experience writing
for property.
2
Well, yes we do.*

3. We’re often asked if we
have experience writing
for property.
3
Well, yes we do.*
*hundreds of residential and commercial
developments through every bump of the
property market cycle.

4. But that’s not
really the point,
to be honest.
What’s more important is that we have
experience writing for the people who want to
buy a home.
4

5. –
For the younger generation, tired of renting.
They’ve sacrificed and scrimped and saved
just enough for a deposit.
5

6. –
For the younger generation, tired of renting.
They’ve sacrificed and scrimped and saved
just enough for a deposit.
For the families who have outgrown the
apartment that seemed like a good idea at the
time.
And those who stay awake at night wondering
if they can really be bothered renovating.
6

7. –
For the younger generation, tired of renting.
They’ve sacrificed and scrimped and saved
just enough for a deposit.
For the families who have outgrown the
apartment that seemed like a good idea at the
time.
And those who stay awake at night wondering
if they can really be bothered renovating.
For the older couples, ready to try a new way
of living now the kids have left home. Maybe
it’s in the city. Maybe it’s on the coast. Either
way, it’s certainly not about winding back their
lifestyle.
7

8. –
For the investors who care more about the
numbers.
They want yields, vacancy rates, infrastructure
investment, growth.
They’re weighing up bricks versus equities or
bonds – not just new builds versus
established homes.
8

9. Buying a house is a big,
stressful, life-changing decision.
–
We know that, because we’ve been there. And
that’s who we write for when we start typing.

10. Buying a house is a big,
stressful, life-changing decision.
–
We know that, because we’ve been there. And
that’s who we write for when we start typing.
We know they hear things about market drops,
about developers who don’t come through on
their promises, about disappointing quality,
and they worry.

11. Buying
something that
doesn’t yet exist
is a leap into the
unknown.
So we have to make it real.
11

12. Grounded in detail.
An authentic story.
12
This market is tired of real estate
clichés. They deserve better.

13. Grounded in detail.
An authentic story.
13
This market is tired of real estate
clichés. They deserve better.
And in a challenging market, the
old way of selling won’t work
anymore.

14. It’s time to be
brave.
Be different.
We think it’s time to steal some ideas from
other competitive, disrupted markets.
14

15. –
We could solve the other,
adjacent problems that keep that
audience awake at night.
What if the bank doesn’t lend me enough? Do I
have to pay stamp duty? What is a
conveyancer and do I need one? What
happens if interest rates go up? How do I
choose a floorplan when I can’t see the
space? What if the government changes
negative gearing? Can my SMSF buy this for
me?
15

16. –
And answer the questions that
really interest them.
Where will my go-to takeaway/barista/deli be
when I move in? What are my new neighbours
like? How can I get that interior look on my
budget? Is the local school any good?
16

17. This is where content can
help.
17
Valuable, relevant insights and
guides are proven to build
confidence and trust.

18. Yet…
Even though it will convert more pre-sales and
might even create new revenue streams…
18

19. Yet…
Even though it will convert more pre-sales and
might even create new revenue streams…
…very few developers or real estate agents
bother.
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20. –
Next, it’s time to be strategic with
your development’s brand –
beyond the look and logo.
Give your project a voice. Set up a messaging
hierarchy that speaks to your target segment.
Think about the email nurture journey.
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21. –
And finally, don’t take word of
mouth for granted.
What happens after the sale?
What is the experience from contract signing
to exchange and moving day?
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22. –
And finally, don’t take word of
mouth for granted.
What happens after the sale?
What is the experience from contract signing
to exchange and moving day?
How can you build a community that will tell
your story more powerfully and persuasively
than you ever could?
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23. All these things
require words.
Good ones.
So if you’re interested in a new way of selling
property,
23

24. All these things
require words.
Good ones.
So if you’re interested in a new way of selling
property,
we’re interested in chatting with you.
24

25. At Writers, we’ve spent more
than a decade writing for
homebuyer audiences – for
Stockland, Lendlease, Macquarie
Bank, Pointcorp, McGrath,
Goldmate and many more.
–
We understand how to get inside their heads,
and bring your message to life.
To find out more, visit writerscopywriting.com