Your listings deserve copy that books inspections.
Writing every listing yourself takes time you don’t have. Generic, templated copy makes it harder for a property to stand apart. Specialist real estate copywriting — delivered in 24-48 hours — gives every campaign a clear angle, consistent voice and sharper buyer focus.
16+ years specialist experience • Thousands of property campaigns delivered • Barry Plant • Jellis Craig • Ray White • 24-48 hour turnaround for most packages • Campaigns delivered across Melbourne — north, south, east and west.
“Can’t I just use ChatGPT?”
You can. Generating words is no longer the hard part.
The value of a specialist copywriter is knowing what the copy should say, which buyer to speak to, which features deserve emphasis, what the market is responding to and what should never be assumed or overclaimed.
Every Urban Wordsmiths campaign is written and edited by John Iannantuono, drawing on 16 years of specialist real estate copywriting experience. The result is property-specific marketing written around the home, the suburb, the target buyer and your agency brand — not just another description that sounds like everything else in the feed.
Generic listing copy
Familiar language that makes listings blend together
Features presented without a clear buyer hierarchy
Broad claims that may not be properly supported
Tone that varies from listing to listing
Listing, social and email written as separate pieces
Specialist campaign copy
Property-specific hooks designed to earn attention
Buyer-led positioning matched to the property and market
Details checked against the supplied brief and campaign material
Consistent agency tone across every listing
Listing, social and EDM built around one cohesive campaign narrative
The difference isn’t just quality. It’s relevance. Copy that reads like every other listing is easier to treat like every other listing.
What the work looks like.
McMaster House: a Grand Designs Transformations showcase of family luxury and intelligent comfort.
There are renovations that improve a home. And then there are transformations that redefine it entirely. McMaster House is the latter. Featured on ABC’s Grand Designs Transformations, this Mitcham residence by Heartly Design Studio is a study in what happens when a preserved 1950s white weatherboard façade becomes the canvas for something altogether more considered...
— Written for Michael Steenhuis, Barry Plant Whitehorse. Property featured on ABC’s Grand Designs Transformations.
A package for every listing — from units to prestige.
Core Listing Pack
Fast, brand-consistent copy for every listing. Listing description + cut-downs ready to paste into portals, signage and brochures.
From $220 + GST
24–48 hour turnaround
Omnichannel Launch Pack — Recommended
Everything in Core, plus a coordinated launch kit with social captions and CRM EDM copy, so your listing, social and email all go live with one clear, consistent campaign message.
From $450 + GST
24–48 hour turnaround
Premium Campaign Accelerator
The full prestige campaign suite, including an editorial showcase article, six-piece social campaign series and video script. Built for prestige listings, high-stakes launches and competitive pitches.
From $1,300 + GST
48–72 hour turnaround
Up and running in four steps.
1. Send a brief
Address, key features and inclusions, target buyer type, preferred package. Takes two minutes.
2. John writes
The property, target buyer and market context shape the angle before the copy is written and refined. Every detail is checked, every hook buyer-led.
3. Quick turnaround
Copy delivered within 24–48 hours for Core and Omnichannel, or 48–72 hours for Premium, formatted and ready to paste into your portal, CRM and social channels.
4. Revisions included
Two rounds of reasonable revisions within 48 hours of delivery. Most campaigns need none.
“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.”
Send me an address. Copy back in 24-48 hours for Core and Omnichannel, 48-72 hours for Premium.
No lengthy briefing process. No back-and-forth. Just the details, a package choice and a deadline — and I’ll handle the rest.
Prefer to talk first? Call John on 0438 664 270.