In real estate, the value of word choice is as good as gold. Engaging descriptions are powerful ingredients that can turn your digital platforms into lead generation machines.
Strike an emotional connection and your target audience will run towards you. Miss the mark and they will lose interest.
Generally, 93% of homebuyers shop online for properties with 99% being millennials who are looking for desirable apartments.
Content is king and every word matters. Your marketing team should craft compelling copy with beautiful metaphors and vivid adjectives that generate results.
To trim down the list, we’ve handpicked the top five words that help generate sales.
1. Lifestyle
In 2020, Australian properties marketed with the word “lifestyle” generated the most online traffic.
Buying a property is an emotional experience and your client invests in what makes them feel good. Using the word “lifestyle” and expounding on it in your copy helps them see the solution your project provides to their pain.
2. Wellness
Wellness Lifestyle Real Estate is the future and worldwide, there are over 740 wellness-focused properties in the pipeline with Australia being the second country with the most projects at 189. Today, property developers in Australia that sell $5 million apartments with wellness components achieve a staggering 39% price premium.
In 2018, the Global Wellness Institute revealed that the Australian Wellness Real Estate Market is already worth $9.5 Billion. This makes our country third in the top ten countries in terms of market size.
3. Luxurious
The word “luxurious” has been used by property developers for ages but its impact never fades. In a 2021 book entitled “The Private Rental Sector in Australia” by Alan Morris, a professor at the University of Technology Australia, he highlighted a particular response of a renter saying luxurious is “the word she is looking for” in new apartment styles.
Using “luxurious” positions your development as high-end to the minds of homebuyers. It creates value and suggests that your home is a gem worthy to be an investment. Even lower-priced home listings utilising this word benefit from it with an 8.2% selling rate on average.
4. Captivating
Did you know that including the word “captivating” in your listing can sell your property for 6.5 per cent more on average than expected?
Unlike the word “nice,” “captivating” provides a richer and succinct description for buyers. You can use it to highlight both your property and its aesthetic value. So, use this word in your listing prose alongside spacious, impeccable, reminiscent and beautiful then watch these words work their magic.
5. Contemporary
Real estate experts have been seeing the effectiveness of using the word “contemporary” in apartment listings. According to them, saying a phrase like “contemporary home” makes apartment buyers go “Wow, this sounds great. I want to see this one.” Those aged 25 to 40 prefer apartments with a modern and distinctive design the most.
Final Words
The most successful property developers are the best storytellers. By using the right words that hit the mark, you can capture the eyes and ears of your audience.
Elite Digital Campaigns is one of Asia Pacific’s leading sales and marketing agencies that specialises in lead generation through content creation. Secure a consultation with us here and we’d love to help you generate leads that convert into sales.
