16 years writing real estate. One writer. One focus.
Urban Wordsmiths is a specialist real estate copywriting practice operated by John Iannantuono. One writer, one focus and a track record built listing by listing across Melbourne since 2010.
My relationship with property started long before the first listing. Growing up, my father built every home we lived in — and on Saturday mornings, the two of us would do the rounds at auctions together.
It wasn’t a career plan. It was just where the interest began: in the craft of building something well, and in the particular energy of a room when a property changes hands.
The craft still comes first.
I write every campaign myself, drawing on 16 years of specialist experience and an editorial background that goes well beyond real estate. The angle, narrative, tone and final editorial decisions are mine, built around the property, the market and the buyer, rather than a generic template.
For agents, the benefit is consistency: copy that reads differently to the standard listing formula while still sounding unmistakably like the agency behind it.
The background behind the work.
Real estate
16 years specialist real estate copywriting
Thousands of property campaigns delivered
Copywriter for a 2016 REIV Residential Marketing Award-winning campaign — a Warrandyte South property that sold at $5.6m, a suburb record at the time
Writer of multiple award submissions
Barry Plant, Jellis Craig, Ray White and more
Prestige, acreage, family homes, entry level — every property type
Notable: 39 Churinga Ave, Mitcham — property featured on ABC’s Grand Designs Transformations
Writing and editorial
Published journalist — The Age, The Guardian, Display Homes Magazine
Course Curriculum Editor — Renovating For Profit
Australian Sports Commission Media Award Finalist — Best Reporting of an Issue in Australian Sport
Former Editor-in-Chief, Soccer International Magazine
Former Managing Editor, Raconteur Media
Built on long relationships, not one-off jobs.
Most of my clients have been working with me for years — some since Urban Wordsmiths began in 2010. When I understand an agent’s preferred tone, their typical buyer profile and the suburbs they work in, briefing gets faster, first drafts get stronger and revision rounds get shorter.
Day to day, that means fast turnarounds, direct communication and copy that arrives ready to use. No account managers, no handoffs, no explaining the brief twice. I know the market, understand the agency’s standards and treat every listing as if my name is on it.
“John is professional, efficient and always courteous. He consistently meets deadlines without compromising on quality. He has a keen eye for detail, carefully crafting each piece to ensure accuracy, clarity and impact. His attention to property inclusions and local area insights adds real value to the copy, helping bring each listing to life.”
Ready to work together?
Whether you’re briefing a single listing or exploring a retainer arrangement for your office, start with a brief or get in touch directly.