Quick Copywriting Tip

If you’re selling to moms, speak like a mom.
If you’re selling to techies, speak like a techie.
If you’re selling to foodies, speak like a foodie. 
People buy from those who speak their language. Let's dive in a bit here…

Speak Their Language

In real estate, effective communication isn't just about delivering information—it's about connecting with your audience on a personal level. Whether you're marketing a property or trying to attract leads, tailoring your message to your target audience can make all the difference. Here’s how to use this strategy with three common buyer personas: moms, techies, and foodies.

1. Selling to Moms: Speak Like a Mom

Buyer Persona: Busy moms looking for a family-friendly home.

Copywriting Approach: Highlight safety, convenience, and lifestyle features that make life easier for families. Use warm, empathetic language that resonates with the daily challenges and joys of parenting.

Pro Tip: Use phrases like “perfect for playdates,” “zoned for top-rated schools,” or “safe and welcoming neighborhood” to connect with moms' priorities.

2. Selling to Techies: Speak Like a Techie

Buyer Persona: Young professionals or tech-savvy individuals who value smart home features and innovation.

Copywriting Approach: Focus on cutting-edge technology, energy efficiency, and sleek design. Use concise, modern language that conveys sophistication and an eye for detail.

Example Listing Copy: "Step into the future with this smart home, fully equipped with voice-activated lighting, a Nest thermostat, and a Ring doorbell for top-notch security. This contemporary 3-bedroom stunner features an open layout designed for optimal Wi-Fi coverage and a dedicated workspace with pre-installed USB outlets. Solar panels on the roof keep energy costs low while reducing your carbon footprint. Tech lovers, this one’s for you."

Pro Tip: Highlight smart features, energy efficiency, and connectivity. Words like “state-of-the-art,” “energy-smart,” or “designed for the modern professional” will resonate.

3. Selling to Foodies: Speak Like a Foodie

Buyer Persona: Buyers who love to cook, entertain, or explore culinary experiences.

Copywriting Approach: Appeal to their passion for food and gatherings. Paint a vivid picture of the kitchen and dining spaces, using sensory language.

Example Listing Copy: "Calling all food enthusiasts! This home is a chef’s dream, featuring a gourmet kitchen with quartz countertops, a professional-grade gas range, and a spacious walk-in pantry to store all your culinary treasures. The oversized island offers the perfect spot for prepping hors d’oeuvres or enjoying a glass of wine while chatting with friends. Step outside to your custom-built patio, complete with a brick pizza oven and space for a garden-to-table experience."

Pro Tip: Use phrases like “gourmet kitchen,” “ideal for entertaining,” or “farm-to-table potential” to spark excitement in foodies.

To truly resonate with your audience:

1. Identify your target demographic for each property. Who is most likely to buy it

2. Tailor your messaging to their values, lifestyle, and priorities.

3. Use language and examples that show you get them.

By speaking their language, you’re not just selling a house—you’re helping them imagine their future life in it. That’s the secret to powerful real estate marketing.