Let’s be brutally honest—phrases like “harmonious blend of tranquility and sophistication” don’t tell anyone the why they should live there. But swinging too far in the other direction with copy like “luxury 2 bed, 2 bath, near highway, pet-friendly” isn’t doing you any favors either.
Renters aren’t looking for a poem, but they’re not looking for a robotic semantics either.
They want to feel something when they read your listing—but that feeling better connect to their real life. It’s about showing them how your property fits seamlessly into their routine, while still painting a picture they can get excited about. This week we're breaking down how to strike the balance between utility and uniquely memorable copywriting for your property's digital footprint, courtesy of some inspiration from Lisa Trosien's recent post on ILS copy.
To craft compelling and effective property marketing copy, it's crucial to understand what renters prioritize in 2025:
Great marketing copy answers two questions at the same time:
You don’t get there by tossing around fluff, clichés, and buzzwords. You get there by blending clear value with a little personality.
For example:
“At Happy Hills, your morning starts with coffee around the corner, not a 20-minute drive. Your weekends are spent on our nearby scenic trails, not in traffic. It’s where curated communal spaces meet everyday easy-going convenience—because luxury isn’t about just heated-secure parking (which we do also offer), it’s about making life easier.”
It’s clean. It’s visual. It hits on lifestyle and practicality without sounding like every other listing on the market.
Here’s something every marketer needs to remember—luxury has changed.
It’s not about marble countertops or how many times you can say “exclusive.” In 2025, luxury is about time. It’s about ease. It’s about proximity to everything that keeps life moving.
If your copy isn’t highlighting how your property saves renters time, simplifies their routine, or puts them closer to what they love—you’re missing the mark.
But here’s the kicker: you can deliver that message without being boring.
Cutting out fluff doesn’t mean cutting out creativity. It means being intentional. Use language that feels fresh but familiar. Write like you're having a conversation—not giving a lecture.
No one remembers the apartment that was “nestled in a prestigious enclave.” But they will remember the one where they could walk their dog in a 22-acre park right outside their door and still be downtown in ten minutes.
The best property marketing copy today does three things:
Because if your copy doesn’t grab attention and deliver value in the first few lines, you're invisible.
Renters don’t want fairy tales—but they also don’t want to feel like they’re reading an instruction manual.
Find the balance. Make your copy work as hard as your leasing team does. Say something worth remembering, but make sure it’s rooted in what today’s renter actually needs: a place that makes life simpler, smoother, and just a little bit better every day.
That’s how you turn words into signed leases—and keep your property top of mind long after they close the browser tab.
This week, we're breaking down the biggest misunderstandings Developers often face when it comes to branding their lease-up.
This week, we're breaking down the basics of a logo vs. a brand in multifamily real estate so savvy developers like you can invest in a system that will empower your returns.
Most multifamily brands feel safe. Visually cautious. Designed to offend no one and inspire even fewer. Here's what we're doing to combat that.
Strategic Early Activation—starting 12-18 months before delivery—is the key to creating demand, building momentum, and dominating today's market.
A simple read in under 5 minutes, delivered to your inbox Saturday mornings.
A simple read in under 5 minutes, delivered to your inbox Saturday mornings.