#2. Strong Copy and Calls-To-Action
Many listings have thin, generic, uninspired property descriptions. They’re on LoopNet.com, found at the end of search results with no interested buyers or tenants in months.
A lot of commercial real estate professionals provide listings with a general overview. However, with a rise in diminishing attention spans, it’s important to craft a well-thought-out description to hook interest quickly. For your marquee properties, you may consider hiring a freelance copywriter; for all others, have multiple people read-through for edits and additions to make strong copy.
Single property websites are meant to tell a story, to take a visitor through a journey. Use strong calls-to-action like, "learn more," "explore," "find nearby," "inquire," and "click here" to promote visitor interaction and tell your property’s story.
About 150-200 words is an ideal property description, and here are a few key elements to cover:
- What type of property is it?
- Where is it located?
- Who is it for?
- What benefits would the buyer enjoy?
- What tenants are already there?
- Are there any recent upgrades?
- What is accessibility / transportation like?
- What is the local area like and how does this influence the buyer?
- What is the history of the building or area?
See example: Traverse City Hotels