Episode 28: Sue Sulman - The Code in Copywriting

Copywriting has become a major player in the art of marketing homes and great copy will help get the right buyers to the right properties. A lot of people believe that the agent writes the ads, but more and more, you'll find the top agents employ professional copywriters to do the job. 

Writing copy for over 22 years, for some of Melbourne's leading agents, my job is to paint the picture of quality and/or opportunity to help attract buyers to the door. Today I chat to fellow copywriter Sue Sulman who has similar years in experience as me to explain to Real Estate Right listeners, the subtle hidden meanings in our copy. 

What's the first thing most vendors say to you when you walk in the door? (What's a copywriter?, and ahhh, I thought the agent wrote the ads).  

Why is copywriting so important?

1. The Cliché 'Renovator's Delight'- what are we using now to get away from the cliché, but also paint a clearer picture in the options?

2. What makes a study?

3. What's the difference between a garage and a carport?

4. What's the difference between a workshop or studio or shed?

5. Why do some agents say they have 3 car spaces in their icons, but when you get there, there is only a single garage?

6. What's the difference between an open fire place and a fire place?

7. Understanding how the ad is structured...if the location is mentioned first, then the house hasn't really got much going for it, unless the location has a unique factor- like it has park, bay or city views, in a prestigious school zone, its in the best part of the suburb.

8. If an ad says it has heating/cooling, it generally means that the person writing the ad hasn't confirmed what type of heating and cooling the property has...some people like refrigerated air conditioning, some like evaporative cooling. There are big price differences and comfort levels, and it should be written in the ads.

9. Courtyards vs backyards... what's your take on when a courtyard becomes a backyard?

10. What does 'original' really mean? ( The good- quality stood the test of time, The bad- it hasn't been looked after). How do we ensure we create the positive side to the word 'original'?

11. What does 'Period' home really mean?

12. What's considered to be a 'double bedroom'?

13. European appliances- What does that actually mean?

14. What should we be weary of when reading ads? (Mis-spelling of brand names or local attractions names, abbreviations that can't be understood etc).

If you would like one of us to help you with your copywriting:

Sue can be contacted at suesulman@gmail.com or if you would like me to do your copywriting try Sue Langeder at realcopyright1@gmail.com