The real estate industry has changed over time, and it’s still evolving. Today, real estate marketing ideas are more or less disruptive as different agents try their hands at new innovations. A good example is the use of listing AI tools to create property descriptions.
AI writing tools — like ChatGPT — are gaining traction. They’re popular in many areas, from academics to business to content creation. Notably, these tools are prevalent among marketers, including those in the real estate business.
Using AI can be advantageous if you’re a real estate marketer. For starters, it’ll save you time when writing listing descriptions. So, we recommend including it in your marketing efforts rather than shying away from artificial intelligence.
How do you leverage this technology for your real estate marketing plan? That’s what we aim to cover in this post. But first, let’s consider its advantages.
Advantages of AI in the Real Estate Business
The primary advantage of writing real estate descriptions using AI is that it saves time. Real estate listings usually contain at least 60 words and a maximum of 250 words. If your target is 150 words, you could spend up to 30 minutes coming up with the perfect word arrangement.
Imagine if you’re to write descriptions for 100 properties. You’ll spend 3,000 minutes, and that sums up to 50 hours. But with AI, you won't spend up to five minutes creating descriptions for all 100 properties. Hence, your time goes into amplifying your other marketing efforts.
Another advantage is the possibility of generating relatively catchy real estate listing descriptions. For instance, you may want to apply strategic narrative to your listings, a marketing approach gaining traction currently. AI makes it easier to create related descriptions, and you can customize the content as you deem fit.
Finally, as a real estate agent, you get flexibility with artificial intelligence technology. You can create not only listings and descriptions but also other content for your real estate website. For instance, you can write content for landing pages to capture more leads or blog posts focusing on search engines.
That’s not all. AI tools will also work for creating content for email marketing campaigns, social media posts, paid advertising, and other real estate marketing strategies.
Should You Use AI as a Real Estate Marketer?
Undoubtedly, AI writing and other disruptions like virtual tours and automation differ from traditional real estate marketing ideas. However, the truth is these disruptions have come to stay. Real estate professionals must learn to incorporate them into their online marketing strategies for success.
When you fail to embrace and adapt to new changes in your business, there's an increased risk that it'll go under. A perfect example is the once-popular photography company Kodak, which went bankrupt in 2012. Kodak folded up because they refused to adapt to the invention of digital cameras. Instead, it stuck to traditional films and printing sheets.
Another example is Blockbuster Video, infamous for refusing to purchase Netflix in 2000. If Blockbuster Video had heeded signs that digital streaming would overtake rental stores, they would still be among the top players in the video industry.
In the real estate world, the same applies. Your business may be sent packing if you refuse to adapt to AI technology and other emerging disruptions.
Now you know how AI writing works and its advantages to your real estate business, let's find out how to use the technology to write property listings.
Using AI to Write Real Estate Marketing Descriptions
Follow the below tips to leverage AI writing in your commercial real estate business:
1. Pick the Right AI Writing Tool for Real Estate Agents
As AI writing tools gain popularity, more versions are being released. If you search the internet today, you’ll find hundreds of such tools. However, not all are reliable, and, more particularly, reliable for real estate marketing.
Using the wrong tool will produce anything but creative real estate marketing descriptions. At the end of the day, you end up wasting precious time. For this reason, it’s essential to pick the right real estate AI tool.
The popular ChatGPT is perhaps the most used AI tool by real estate agents. You can use it and expect creative results. However, you may want to consider other AI tools particular to real estate — Jasper AI, for example.
Generally, consider proven and tested AI writing tools. These platforms will likely have a vast array of real estate marketing data to learn from.
2. Gather All Possible Information About the Real Estate Property
After selecting an AI tool, you must provide it with every detail necessary to craft the perfect real estate property description. As such, gather all information you can about the real estate property you’re marketing.
Basic details include location, type, number of rooms, and size. But to create the perfect description, providing more information is ideal.
Potential buyers want to get as much information as possible from property descriptions. Therefore, a real estate marketing listing must be detailed. Consider including information about the property's age and condition. Facts like tax rate and assessed value can help as well.
The information you provide may seem to be a lot. However, the AI writing tool can automatically review them within seconds to create a suitable listing description.
But what happens if details of the real estate property are limited? Well, you can utilize other descriptive words real estate listing description examples. The bottom line is for the AI to have sufficient information to work with.
3. Focus on Catchy Real Estate Listing Headlines
The headline is the first thing prospective clients see when they access your listing. In fact, headlines play a huge role in the success of real estate sales. It’s said that while 8 out of 10 people will read a headline, only 2 will read the description.
Thankfully, AI tools are super creative in writing catchy real estate headlines. The headline's accuracy, however, depends on your input. With this in view, providing detailed information about the property is paramount.
You can generate many headlines for real estate properties with your AI tool. Keep generating until you get the perfect one.
But there's a question — how do you know an ideal real estate marketing headline?
First of all, it must be unique and memorable. It shouldn’t resemble regular headlines in the real estate marketing space. Secondly, it must engage potential clients. Limit the AI writing tool from excessive punctuations (like full stops and exclamation marks) that can overwhelm prospects.
4. Use a Specific Prompt
Most listing AI tools work with prompts rather than keying in information. If you’re using ChatGPT, you’ll likely have to enter a prompt. Basically, prompts are the instructions you give the AI to deliver an output.
For example, you can tell an AI tool to “write a catchy real estate listing.”
However, if you want a catchy real estate marketing listing, the above prompt won’t work. The prompt must be specific.
Here's an example:
“Write a description of this alluring five-story house located in New York City with beautiful grasslands and a willow tree.”
Using this prompt, you get a more precise property description that appeals to home buyers. You can add more details to the prompt using bullet points. Just ensure the extra information aligns with the real estate marketing idea.
5. Make Use of the Right Adjectives
Adjectives are powerful, and when it comes to the real estate market, it’s a grave mistake to undermine them. As an experienced real estate agent, you’ll know that some descriptive words boost marketing efforts more than others. Therefore, even if it’s an AI doing the writing, using the proper adjectives is non-negotiable.
Descriptions like luxurious, striking, alluring, valuable, affordable, and minimalist are common in the real estate industry. Although there’s nothing wrong with using them, consider your target audience when choosing adjectives to use.
For example, the word “affordable” may be proper or improper, depending on your target audience.
Additionally, avoid using unclear words, and never overhype the property. The latter is crucial as some AI tools tend to be extra descriptive.
6. Include Related Images
Creative real estate listing descriptions go with quality supporting images. Photography is a critical aspect in real estate marketing. For potential clients, the home buying process is incomplete if they don’t find visual evidence of the listing.
As such, it's a problem if the listing description doesn’t match the images. Thus, it’s critical to include related photos. You can also provide more visual evidence of your real estate listing descriptions using video tours. Stats show that with videos, you capture more interest.
Such videos provide a more interactive option for home buyers to explore the features of the property. In fact, virtual tours can cover every single aspect of the AI-written listing description.
7. Proofread the AI Content
You’re less likely to find spelling and grammar errors in real estate marketing content created by AI. However, proofread the AI output to ensure there aren't mistakes. If the AI tool includes wrong info, it’ll negatively affect your marketing plan.
Proofreading goes together with editing. As you review the AI output, remove incorrect or unclear details. Likewise, add necessary information the AI may have omitted — like the real estate property’s unique selling proposition.
If you're a local business, editing and including details that appeal to the local market is ideal. Going this route is particularly important for AI tools that require prompts. The description shouldn't be foreign to your local community; otherwise, it’s poor real estate digital marketing.
8. Add a CTA
Another form of poor real estate marketing is a property listing description without a Call to Action (CTA). The endgame of any marketing plan is to capture leads and convert them into potential clients. Without a CTA, this becomes difficult and almost impossible. Ultimately, CTAs serve as the center of your real estate marketing strategy.
You can specifically instruct the AI tool to include a CTA when writing the real estate content. Alternatively, you can add the CTA yourself while proofreading. Whichever route you take, ensure it’s clear and compelling.
Some ideal real estate marketing CTAs to use are:
- Schedule a viewing today
- Want to talk to an agent?
- Join our monthly listings
- Register now for a free virtual tour
9. Write Multiple Description Versions
Having more than one real estate marketing listing description to choose from always helps. With multiple descriptions, you can compare and split-test them to select an alternative that converts the most.
Real estate AI writing tools can swiftly produce numerous description versions. However, you need each to feature unique home descriptions words so there’s a contrast.
To achieve that, simply explore different prompts and tones.
Here's the earlier prompt we used:
- “Write a description of this alluring five-story house located in New York City with beautiful grasslands and a willow tree.”
You can create another description version for the same real estate property by rephrasing.
For example, you can say:
- “Write a description of this bright five-story glass house in the surroundings of New York with extensive grasslands and a willow tree.”
Several prompt tweaks will result in a unique AI output.
Any real estate marketing strategy will include quality listing descriptions. Hence, as a real estate agent or marketer, knowing how to write property description listings is an advantage.
But if you can’t craft them yourself, there’s no harm in having a listing AI tool handle the job.These AI tools learn from creative real estate listing description examples to create attention-grabbing listings. Using them will help save time, so you can focus on other business growth areas.
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