Professional property PR writers are often undervalued in the industry. As one estate agent told me: “We just put a couple of sentences with a floorplan on Rightmove, mate.”
Not exactly an inspiring approach, and I’m sure that’s not how they sell their services. It certainly bears little relation to their website which uses the phrases “harnessing the latest technology” and “utilising diverse marketing methods”. Many of their clients probably believe professional property PR writers are carefully crafting their marketing blurb.
These days most people search for their next home online, but that doesn’t mean agents should get away with drab descriptions. They are selling your cherished abode, not a second-hand pair of socks on eBay.
So how can professional property PR writers help?
Well, take a look at this house description I found on Rightmove (I have not corrected the spelling):
“AN EXTREMELY SPACIOUS AND TASTEFULLY DECORATED FIVE BEDROOM DETACHED HOUSE SITUATED IN THE HEART OF THIS MOST SOUGHT AFTER VILLAGE. IT IS ONLY BY AN EARLY INTERAL VIEWING CAN ONE FULLY APPRECIATE THE ACCOMMODATION THIS PROPERTY HAS TO OFFER. HIGHLY RECOMMENDED. EPC: D.”
This property was on the market with a guide price of £800,000.
Here is an alternative description produced by a professional property PR writer at WordSmart Communications:
“We first saw Rosefields on a beautiful June morning… we knew it was going to be our family home for years to come.”
Owners Ruth and Derek bought the detached Victorian house 20 years ago, and are retiring to Norfolk now that their children “have finally flown the nest”.
Sitting in the bright and spacious kitchen/breakfast room, they fondly remember what the three-storey home looked like when they first visited all those years ago.
“It was basically two cottages joined together, so there were rooms going off everywhere,” says Ruth, a keen horse rider. “But we knew we could make it our own and having a bit of land at the back with a stable and paddock just sealed it for us. We made an offer without even looking upstairs!”
Over time the house has undergone several major improvements including a two-storey extension at the rear which added a much needed fifth bedroom. There is also a large conservatory with underfloor heating and a remodelled ground floor with an open plan kitchen/breakfast area.
“The kitchen has always been the heart of the home,” says Derek. “We knocked it through to the adjoining room to make plenty of space so we can all eat together and entertain guests. It’s the first place everyone heads to when they arrive, the kettle is always on the boil.”
From the kitchen, French doors open into a large conservatory…
So now do you understand why estate agents need professional property PR writers?