Punch Up Your Copy – Content Marketing Tips for Real Estate

Share this article:

When your audience is reading the copy you write for your real estate business there’s certain things that they’re looking for. They want your copy to be engaging, to be clear and to be interesting.

And one way that you can give them exactly what they’re looking for is to punch up your copy.

Punching up your copy is about taking what you’ve written and taking it to the next level; making it more engaging, more readable and easier for your audience to understand.

Here are 4 tips for punching up your copy that will take your content marketing from “just ok” to “WOW, I want to work with you”:


1. Use Descriptive Language

Descriptive language might be the most important aspect of punching up your copy. Good, “punchy” copy paints a picture in a reader’s mind. Using adjectives and descriptive language can help to bring your words to life for the reader.

So, for example, instead of saying “The house is red”, you could say “The house is cranberry red with white shutters”. The latter, which uses more descriptive language, creates a clearer or more fleshed out image when you read it.


2. Trim the Fat

Nothing will weigh down your copy more than unnecessary words. If you want to punch up your copy, you need to trim the fat, cut the clutter and eliminate any unnecessary words.

After you’re done writing, read through your copy and see what words are unnecessary to your point. Some common culprits include words like “really”, “very”, “fairly” and “sort of’.

So, for example, instead of saying “We were really excited by the fairly fast time-frame that we were able to sell this property in”, you would say “We were excited by the fast time-frame we were able to sell this property in”. The “really” and “fairly” in the first sentence don’t add anything to the copy, and removing them immediately punches it up.


Copywriting content marketing for real estate woman writing on desk with laptop3. Focus On Your Headlines

One simple method for punching up your copy is to focus on your headlines. Marketing experts say you should spend just as much time writing your headline as you do writing your copy, and for good reason: your headline is the first thing your audience will see, and will help them decide whether or not they’re interested in reading on.

A great headline can set the tone for the entire piece. If you craft a punchy headline, often times you’ll craft the rest of your copy to fit the tone established in the headline. So, while you would likely write one type of copy under the headline “Emerging Market Trends in Brisbane”, you would probably write completely different (and punchier) copy for “10 Real Estate Trends in Brisbane That You Have To See To Believe”.


As in “keep it short and simple”. One of the key elements of punchy copy is that it’s short, concise and to the point. When writing your copy, look at your sentences and paragraphs and ask yourself “is there any way that I can make this point in a more concise way and tighten up this copy?”

So, for example, let’s say you were writing about a new lending trend in your local market. You could say:

“Last week, after careful and considerate review, a variety of team members from the local bank, XYZ Real Estate Trust, determined that they would only lend to prospective buyers who met strict guidelines in determining their level of risk”.

Or, you could say:

“XYZ Real Estate Trust recently decided that they would no longer be lending to high-risk borrowers”.

Same point, but the second example is much more clear and has more punch.

Remember, Not All Words Are Created Equal


About Us

At Rogue Print and Mail, our proven track record of delivering the highest quality graphic design and print services to real estate professionals speaks for itself. With fast turnaround times, industry specific templates and designs, an online portal available for any groups that wish to work with us to be able to store and manipulate their templates and an in-house team to guide you in all of your branding, design and printing needs, Rogue Print and Mail is the preferred design and print partner for many hundreds of real estate professionals across Australia.

I sincerely hope you found this information valuable. For advice on effective branding, design and cross media marketing, please don’t hesitate to call me on 1300 65 85 00 or email me at paul.stenhouse@rogueprintandmail.com.au to arrange an obligation free 10 minute discussion with a member of our expert team.


Our recent client work

Gabs Festival 12m Large Bar Service Vinyl Roof Banner At The 2023 Melbourne Gabs Event

Spectacular Signage Printing for GABS

GABS Beer Festival 2023 collaborated with Rogue Print in the production of over 1000 printed pieces - Spectacular Signage Printing!
Read More
Dungeons And Dragons Tavern Takeover At Carls Jnr Docklands

Rogue Print Fires Up some Movie Magic for Dungeons & Dragons!

Rogue Print and Mail are delighted to announce our special involvement in the Dungeons & Dragons: Honour among Thieves movie. In partnership with Paramount Pictures & Carl’s Jnr, we’ve weaved our print and design magic, transforming a restaurant to a bona fide movie scene! The tavern set up was center stage of the Australian pre-screening…
Read More
5mm Foam board Wall Graphic Print For Bathroom Retail Store Argent Australia

Transform Your Space with Foam Board Printing

Our client transformed their bathroom showroom with vibrant and eye catching foam board printing - looks fantastic and easy to install.
Read More
Rogue Create Print Booklets

2021: Year in Review

While we are as relieved as you that 2021 is over, we also can't overlook the fact we had a HUGE year at Rogue Create and Print. Click to read the highlights.
Read More
Rogue Create Print Custom Tabs Dividers from the side black with white writing A4 size

Custom & Branded Tab Dividers for a Professional Edge

Do away with boring, unprinted indexing and “IMAGE UP” your business with custom branded tab dividers. Professional tabs not only index your documents, but take your business to the next level to truly enhance your brand as a high quality product or service. Our custom branded tab dividers are elevating businesses Australia wide and setting…
Read More
Local Printer Using Makeable To Assemble Locally Printed Playing Cards

Local Printer keeps it 100% local with a feel good touch

Rogue Print and Mail recently worked with our client to produce this outstanding new product – all printed and packed locally. The ‘Mizzie the Kangaroo’ Flash Cards are the end result of us working with the client to print and die cut both the playing cards and the box they are packed in to. Once…
Read More