Property copywriting is the art of crafting compelling descriptions that showcase a home’s features and lifestyle benefits. As of December 2025, it’s a crucial element of a successful sales campaign, particularly in competitive markets like Melbourne’s Eastern Suburbs.
Currently in Melbourne, buyers begin their property search online, often scrolling through dozens of listings. Copywriting is the first impression – it determines whether a potential buyer clicks to view more photos or schedules an inspection. In 2026, buyers continue to favour properties that are presented with a clear narrative, emphasising not just the number of bedrooms, but the feeling of the home and its connection to local amenities. Fletchers’ experience shows that well-written copy, combined with professional photography (typically $500-$1,500), significantly increases online engagement. A typical agent campaign runs for 4-6 weeks, and strong initial interest generated by compelling copy is vital. In the Eastern Suburbs, where family homes near schools and train stations are in high demand, copywriting can highlight these key benefits to attract the right buyers. We also recognise the importance of multi-lingual copy, reflecting Melbourne’s diverse population.
Effective property copywriting transforms a house into a desirable home, ultimately contributing to a stronger sales result.