Questions answered.

Everything you need to know about how the process works, what’s included and how to get started. If something isn’t covered here, call John directly on 0438 664 270.

Getting Started

  • The easiest way is to fill in the brief form on this site — it captures everything needed to get started in one place. If you'd prefer to send details directly, email john@urbanwordsmiths.com.au with the property address, package choice and key features. For a quick conversation first, call 0438 664 270.

  • WhatsApp is fine for quick messages and small files. For larger photo sets, floorplans and walkthrough videos, the brief form or a shared folder link (Dropbox, Google Drive, WeTransfer) is more reliable and ensures nothing gets compressed or lost. If in doubt, email the files directly to john@urbanwordsmiths.com.au with the property address in the subject line.

  • As a general guide: Core suits units, apartments and standard residential listings where fast, clean copy is the priority. Omnichannel is recommended for mid-tier family homes where social and email are part of the campaign. Premium is for prestige listings, acreage and competitive pitches where vendor confidence and multi-channel reach matter. If you're unsure, select "recommend one for me" on the brief form and John will advise before work begins.

  • Both work. There's no lock-in contract and no minimum commitment — brief one listing or a hundred, the process is the same. Many agents start with a single listing and move to a regular arrangement once they see the results.

  • Yes. Retainer arrangements are available for agencies with a consistent volume of listings — typically offices running 15 or more listings per month. Retainers provide priority turnaround, consistent brand tone across all listings and a streamlined briefing workflow. Get in touch directly to discuss what that looks like for your office.

The Process

  • No. Offsite copy is available for all packages and produces excellent results when the brief is thorough. A detailed brief, quality photos, a floorplan and — where available — a walkthrough video gives John everything needed to write with accuracy and specificity. Onsite visits are available for agents who prefer it or for properties where the atmosphere, outlook or flow is difficult to capture from photos alone.

  • At minimum: property address, key features and inclusions, target buyer type, package choice and preferred deadline. For offsite work, photos and a floorplan are strongly recommended — the more detail provided, the stronger the first draft. A walkthrough video is optional but highly useful. The brief form prompts all of the above.

  • Core and Omnichannel packages are delivered within 24–48 hours of receiving complete property details. Premium campaigns are delivered within 48–72 hours. Turnaround times apply from receipt of a complete brief — incomplete briefs will be followed up before work begins, which may affect timing. Same-day turnaround is not a standard offering and cannot be guaranteed.

  • Every package includes two rounds of reasonable revisions within 48 hours of delivery. Revisions should cover refinements to tone, emphasis or inclusions based on the original brief. To get the most from your revision rounds, consolidate all feedback into a single set of notes per round rather than sending changes incrementally.

  • If the original brief was complete and both revision rounds were used to address reasonable changes — and the copy still hasn't hit the mark — John will offer a further round of revisions at no charge. If significant new information arrives after delivery (features not included in the original brief, tone issues not raised in earlier revisions, or a substantive change in direction), additional revision work will be quoted separately. The goal is always a result both parties are satisfied with.

Copy and Quality

  • Yes. Brand tone alignment is part of every package — not an add-on. For agencies John hasn't written for before, sharing examples of existing copy or style guidelines in the brief helps accelerate alignment. For ongoing clients, tone consistency improves naturally over time as John becomes familiar with the agency's voice and standards.

  • Yes — units, townhouses, family homes, prestige residences, acreage and lifestyle properties, development sites and everything in between. Each property type has a different buyer audience and requires a different approach. The brief form asks for property type and target buyer so the copy is calibrated correctly from the start.

  • Yes. All copy is structured for mobile reading — shorter paragraph runs, front-loaded buyer hooks and clean formatting that reads well across portal templates, agency websites and social channels. Cut-down versions (90, 75, 45 and 30 words) are included in every Core, Omnichannel and Premium package, ready to paste into portal character-limited fields, signage and brochures.

  • Only details supported by the brief and supplied campaign material are included in the copy. Nothing is knowingly invented or presented as fact without support. If a feature, claim or inclusion is unclear, John will flag it rather than assume it.

Practicalities

  • Yes. Offsite copy is available for all markets including interstate. All packages can be completed remotely from a detailed brief, photos, floorplan and walkthrough video. Onsite visits are available within approximately 45 minutes of Melbourne's north-east — enquire directly for properties outside that range.

  • The same brief form applies — but with more detail. For prestige properties, include specific brand names, materials and finishes, architectural details, designer or builder credits, and any media profile the property has. For acreage, include land size, infrastructure detail (sheds, water tanks, power supply), land use potential and lifestyle context. The Premium Campaign Accelerator is recommended for prestige and acreage listings — it includes an onsite option of up to 60 minutes for larger properties.

  • The How It Works page includes a short, plain-language summary written specifically for vendor conversations — copy it directly or paraphrase it in your listing presentation. The short version: every listing is written by a specialist with 16 years of real estate copywriting experience. The property, the target buyer and the market are considered before the final copy is delivered, with every claim checked against the supplied campaign material.

  • Payment terms are confirmed at the start of each engagement. For new clients, payment is typically required on delivery. For established agency clients and retainer arrangements, invoicing terms are agreed in advance. John will confirm payment details when he confirms your brief.

More Questions

  • Real estate copywriting is the specialist practice of writing property listing descriptions, social media content, email campaigns and marketing copy for real estate agents and agencies. A specialist real estate copywriter understands buyer psychology, local market conditions and agency brand standards, producing copy that positions a property correctly and converts buyer interest into inspection bookings.

  • Real estate agents use a specialist copywriter to save time, maintain a consistent brand voice and bring experienced editorial judgement to every campaign.

    A real estate copywriter considers the target buyer, property hierarchy, local context and campaign angle before deciding what should lead, what should support and what can be left out. It also frees agents to focus on prospecting, appraisals, vendors and buyers rather than spending hours writing and rewriting campaign copy.

  • A strong real estate listing description should open with a buyer-specific hook, establish the property's key point of difference early, include verified features and inclusions in a logical order, address the target buyer's lifestyle priorities, and close with a location statement and call to action. Cut-down versions of 90, 75, 45 and 30 words should also be prepared for portal character limits, signage and brochures.

  • A complete brief for a real estate copywriter should include: the full property address, key features and inclusions with specific brand names and materials, the target buyer type, preferred tone, any must-mention or must-avoid notes, photos, a floorplan, and campaign dates where known. The more specific the brief, the stronger the first draft — and the fewer revision rounds required.

  • A listing description is a structured, portal-optimised property summary of 150–350 words designed to convert browser interest into an inspection booking. A showcase article is a magazine-style editorial feature of 400–600 words that tells the property's story in depth — designed for agency newsletters, social long-form content and prestige campaign collateral. Both are included in the Premium Campaign Accelerator.

  • Yes. Offsite real estate copywriting is available for all markets across Australia. All packages can be completed remotely from a detailed brief, photos, floorplan and walkthrough video. There is no additional charge for interstate properties on offsite packages.

  • Every campaign is written and edited by John. AI is used selectively as a research and review tool — for example, to pressure-test buyer positioning against current market sentiment, check whether the strongest selling points are being emphasised and explore alternative headline options.

    It doesn’t replace the writing or editorial judgement behind the finished campaign. Every final decision — from the lead angle and narrative structure to tone, claims and headline — is made by John.

  • The Premium Campaign Accelerator is designed for prestige listings, acreage, architectural properties and competitive pitches.

    Two listing-description options are available:

    • Standard from $1,300 + GST — includes a 200-word listing description

    • Prestige/Acreage from $1,400 + GST — includes a 350-word prestige listing description with expanded lifestyle and buyer positioning

    Both include an editorial showcase article, six-piece Social Campaign Series with coordinated captions and on-image headline/overlay concepts, a prestige video script with voiceover and Reels storyboard, and premium CRM EDM copy.

    Onsite service is also available for an additional $200 + GST for Standard or $400 + GST for Prestige/Acreage. A Vendor Proposal Insert can be added for $150 + GST, credited in full if the listing is won.

  • Brand tone alignment is built into every package. For agencies with existing style guidelines, sharing examples of current copy in the brief accelerates alignment. For ongoing clients and retainer arrangements, tone consistency improves naturally as familiarity with the agency's voice, suburb focus and target buyer profile deepens. Most established clients find revision rounds reduce significantly after the first few campaigns.

  • An Omnichannel Launch Pack is a real estate copywriting package that brings the core campaign assets together — listing description, social media content and CRM email copy — so each channel carries the same property-specific positioning, hooks and tone.

    It includes the Core Listing Pack, plus a Social Launch Pack with three ready-to-post captions built for different campaign moments — launch, feature/lifestyle and inspection — along with five headline/hook options, plus a CRM EDM Copy Block with subject line options, a preheader, email intro, key property highlights and CTA.

    Available from $450 + GST.

  • Yes. There is no lock-in contract and no minimum commitment. You can brief a single listing or use Urban Wordsmiths for every campaign your office runs — the process and pricing are the same either way. Many agents start with one listing and move to a regular arrangement once they see the results.

  • Urban Wordsmiths has written real estate copy for agents across Melbourne including Manningham (Bulleen, Doncaster, Doncaster East, Donvale, Park Orchards, Templestowe, Templestowe Lower, Warrandyte, Warrandyte South and Wonga Park), Whitehorse (Blackburn, Box Hill, Burwood, Forest Hill, Mitcham, Mont Albert, Nunawading, Surrey Hills and Vermont), Melbourne’s inner north (Carlton, Fitzroy, Collingwood, Northcote and Thornbury), Nillumbik (Eltham, Diamond Creek, Hurstbridge, Kangaroo Ground, Panton Hill, St Andrews, Doreen, Greensborough and Kinglake), Whittlesea (Epping, Lalor, Mill Park, South Morang, Mernda and Thomastown), Banyule (Bellfield, Briar Hill, Heidelberg, Heidelberg Heights, Heidelberg West, Ivanhoe, Ivanhoe East, Lower Plenty, Montmorency, Rosanna, St Helena, Viewbank and Yallambie), Darebin (Preston, Reservoir, Kingsbury and Bundoora), Merri-Bek (Brunswick, Brunswick East, Brunswick West, Coburg, Coburg North, Fawkner, Glenroy, Hadfield, Oak Park, Pascoe Vale and Pascoe Vale South), Monash (Ashwood, Clayton, Glen Waverley, Hughesdale, Huntingdale, Mount Waverley, Mulgrave, Notting Hill, Oakleigh, Oakleigh East and Wheelers Hill), Moonee Valley (Moonee Ponds, Essendon, Ascot Vale, Airport West, Avondale Heights, Keilor East, Niddrie, Strathmore, Flemington and Kensington), South Yarra, Port Melbourne, Docklands, Melbourne CBD, St Kilda, Hawthorn, Richmond, Caulfield, Footscray, Williamstown, Newport, Yarraville, Spotswood and many more. Offsite copywriting is available for all Melbourne suburbs and interstate markets across Australia.

Still have a question? Get in touch directly.

Call John on 0438 664 270 or email john@urbanwordsmiths.com.au — or go straight to the brief form if you’re ready to get started.

Start a brief →