Bob Gibson’s Copy Writing Magic Formula

I was recently asked to give a speech to a group of real estate professionals. They wanted to know the magic words to make listing ads produce instant results. “Words by themselves aren’t magic,” I announced. “But, I do have a “magic formula, and here’s how it works.”

Start with a typical listing ad.

“4 Bedrooms, 4 Baths, Intracoastal Access, 1-Acre $899,000. Call 000-0000”

Apply my six point magic formula.

1. “Facts Tell. Stories Sell.”

“The Dolphin are biting, 20 minutes from your dock.”

2. Engage Every Sense: See, Hear, Touch, Taste, Smell.

“Watch a waterfront sunset with a glass of fine red wine while you relax in the poolside whirlpool spa."

“Breathe in the water cooled tropical breezes from the master bedroom terrace.”

3. Big is a relative term. So is prestige.

“Family compound on a sprawling acre site.”

“Celebrity neighbors, historic landmark district.”

“Butler’s pantry, servants quarter’s, guest wing, summer kitchen.”


4. Everyone wants a “bonus”.

“Owner will leave artist’s and ceramics studio.”

“Owner will leave exotic orchid gardens.”

5. Everyone wants a “deal” (before the next guy gets it).

“Nasty Hollywood divorce forces fast sale.”

“Bank just foreclosed and must liquidate.”

“New listing, priced for fast sale.”

6. Price is relative.

“Reduced $250,000!

“$100,000 discount to cash buyer, quick close.”


The new ad: The Dolphin and Wahoo are biting 20 minutes from your new dock! Watch a peaceful Intracoastal sunset in your backyard spa while your fresh catch sizzles on the summer kitchen’s outdoor grill. This family compound on a sprawling acre has exceptional bonuses such as a fragrant exotic orchid collection the owner will leave. Seller must close quickly and has reduced price $250,000. Just listed, call immediately 000-0000!