Automated property ads a hit with agents

A new program that automatically writes property descriptions, with little input from the agent, has been branded as the ‘best return on investment available’ by pioneering users.

Launched just five weeks ago Propertyblurbs.com allows agents to quickly compose property advertisements via an automated system reducing time spent on copywriting. Agents input key property data such as number of rooms and car spaces, as well as letting the agent choose how to pitch the property.

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Agents have a range of selections such as ‘bachelor pad’ to ‘chic city living’ and can make the program evoke emotions such as ‘warmth’ or ‘success’.

According to John Shore, sales director on Propertyblurbs.com, around 30 agents have signed up, with some larger franchise groups beginning to show interest.

Benjamin Ling from Ray White Bowral uses the Propertyblurbs system and swears by its usefulness.

“It saved me endless hours work and frustration, not to mention stress. Propertyblurbs creates stunning copy that is unique and impressive in just one or two minutes.

“It attracts buyers and also impresses potential vendors - so more listings for me. It's the best return on investment available."

Professional copywriter and real estate marketer Karen Hutton told Real Estate Business that it had its merits however it still needed additional input from the agent to get the best results from the automated program.

“All things considered, it’s not too bad for computer generated copy writing,

“But it definitely needs the human touch. For instance, some copy I generated when I was testing it above had at least one typo,

“Sometimes you’ll get something really cheesy like ‘This home also has the right feeling about it. Which is just as important, when all's said and done’ also, the repetition of the headline and first paragraph is poor writing.”

Ms Hutton said the most important part of the copy is a compelling headline.

“Put your most concentrated effort into the 50 character text box for maximum number of views. A great copywriter friend said the ultimate formula for a fascinating headline is a mixture of familiar plus unfamiliar plus sexy.”

Ms Hutton says the time of the week you upload your listing is vital to also increase your views.

“The day you release your new listing has an enormous effect on maximum number of visits. The best day to announce your new listing for the first time on realestate.com.au is Monday before 9am.

Karen Hutton Wednesday, 08 August 2012

Whether you realise it or not, you're copywriting everytime you write an email to a customer, a sales letter, vendor update, facebook post. Learn to write a pitch for gods sake - and be the authentic sevice provider your vendor is paying you to be![/quote]&nbsp;&nbsp;I agree with you to some extent Sean. &nbsp;&nbsp;However, writing isn't many agents strong suit. An agent said to me recently he spent 6 HOURS writing copy for a new listing! What a waste of time when I'd price that agent's time at $500 per hour at least.&nbsp;&nbsp;So current options (outside of diy) are:&nbsp;&nbsp;1. Hire a professional - expensive, can be a hard sell, especially for lower-priced properties, which benefit from pro copy just as much as high end&nbsp;2. Propertyblurb - easy, time-effective&nbsp;3. Agent Marketing Wingman - online copy writing resource hub that's a mix of diy and done-for-you&nbsp;&nbsp;Great to have choice don't you think?

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Sean Deigan Monday, 06 August 2012

This seems like it could be another peg between agent and vendor... The best agents always seem to be striving for higher levels of service and [quite frankIy] I'm worried this system will smell of lazyness to home sellers already taking a view that agents don't earn theirconsiderable sums...&nbsp;&nbsp;Whether you realise it or not, you're copywriting everytime you write an email to a customer, a sales letter, vendor update, facebook post. Learn to write a pitch for gods sake - and be the authentic sevice provider your vendor is paying you to be!

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Karen Hutton Wednesday, 01 August 2012

Thanks Real Estate Business for highlighting the need for great copy. Language is a critical component to making sales. &nbsp;&nbsp;COPY IS KING. &nbsp;&nbsp;Especially on the net. The top agents have been using pro copy writers for some time now, and it's great to see things improving, but there's still a way to go.&nbsp;&nbsp;Agents have better things to do with their time than sit at their desks struggling with writing copy for all the different requirements, property descriptions, newsletters, direct mail pieces, eBooks, blog articles, etc, which is exactly why services like 'Property Blurb' and 'Agent Marketing Wingman' have been created.

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Scott Hunt Wednesday, 01 August 2012

I've got to say I am disturbed by this. Writing the copy for a property is part of the agent enrolment process in the property. To be able to write good copy should be an essential ingredient of an agent's skill set and a great way to become engaged with both the property and the vendor. This is lazy real estate marketing and another example of agents giving in to the pressure of the high turnover, "churn and burn" real estate model which focuses more on quantity than quality.

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Stewart Bunn Wednesday, 01 August 2012

While this system will no doubt improve the copy efforts of some agents, a crucial part of delivering what you are paid for, as an agent, is thinking carefully about targeting the right audience with the right sales message. Hit 'regenerate' as many times as you like... you're more likely to get Doctor Who than a professional campaign.

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Glenn Murray Wednesday, 01 August 2012

Karen's right that you'll occasionally see a strange combination of words or phrases, but the beauty of the system is that if you don't like what you get the first time, you can simply hit the Regenerate button, and get something entirely new. And you can do that any number of times. Or if it's pretty close, you can also tweak to your liking.&nbsp;&nbsp;That said, we're confident most agents will find the ads to their liking, straight out of the box. &nbsp;&nbsp;In any event, there's a free 3-day trial, so nothing to lose!

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Christine Howard Wednesday, 01 August 2012

Karen is absolutely right. The personal views of homeowner and agent plus good creative writing aboaut the facts and benefits of a property, without typos, will invite buyers rather than make them feel as if they're 'being told to come and buy'. A little bit of sexy humour, especially in the headline or leading line, is one of my greatest secrets of success.

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