Most copywriting in the property and financial sectors sounds the same.
Everyone makes the same generic statements about “exceptional service” and “outstanding results” – and no one believes them because everyone says them.
If you want your marketing to work, you need to write copy that persuades people to act. Here are some key techniques that will make your words convincing.
Your potential clients aren’t reading your website with focused attention. Instead, they’re scrolling between tasks, meetings and client enquiries. At the same time, their brain filters out anything resembling standard marketing language. You need to interrupt that autopilot mode.
For example, if you’re a mortgage broker, instead of opening your website with generic text like “Welcome to Smith Financial Services”, you might grab potential clients’ attention with something unexpected, such as: “You might be paying $47,000 too much on your mortgage”. That statement breaks the pattern.
Unexpected statistics, questions or changes of tone usually forces readers to pay attention to what comes next.
The human brain uses shortcuts to make decisions quickly. The shortcuts are called cognitive biases and they operate below conscious awareness. When you understand how they work, you can write copy that aligns with how people actually make decisions rather than how we think they should.
Loss aversion is a powerful bias for financial copywriting. People feel the pain of losing something stronger than the pleasure of gaining something equivalent.
Many financial planners say things like “We’ll help you build wealth for retirement” – which is a statement that appeals to potential gains. Reframing it as “We’ll prevent you running out of money in retirement and falling into poverty” taps into loss aversion and creates a stronger emotional response.
Most financial services copywriting and real estate copywriting is abstract. “Comprehensive wealth management.” “Strategic asset allocation.” “Strategic sales campaign.”
These phrases don’t create any mental image, which means people forget them. Sensory language uses words that trigger sight, sound, smell, taste or touch. This creates vivid mental pictures that stick in memory because it activates multiple parts of the brain.
A real estate agent pitching for a listing could write, “I’ll implement a comprehensive marketing strategy to achieve premium results for your property” – accurate but forgettable. Compare that to “Picture this: your property featured in a glossy campaign that lands in the letterboxes of 5,000 local families on Saturday morning. Couples scrolling through your home’s twilight photos over their morning coffee, already imagining themselves living there.” The second version creates a clear mental image that helps vendors visualise your marketing plan in action. Your copywriting doesn’t have to read like a novel, but adding sensory details to key points makes abstract concepts tangible.
Juxtaposition means putting two contrasting ideas next to each other. Our brains evaluate things through comparison, not in isolation. When you position contrasting elements next to each other, you force people to notice the gap between them. That gap drives decisions.
A credit repair agency could juxtapose current reality against potential future: “Right now, you can’t get a car loan and your rental applications are being rejected. What if six months from now you’re able to buy that car you want and landlords actually return your calls?” The contrast between these two realities creates urgency.
Juxtaposition works because our brains automatically calculate the difference between these two states, which creates motivation.
People delay decisions unless there’s a compelling reason to act now. There’s a difference between creating genuine urgency and using manipulative tactics that make people distrust you. Focus on real consequences and genuine limitations rather than invented deadlines.
A financial adviser could remind clients that the superannuation contribution cap resets on 30 June every year, and unused concessional contribution space from this financial year disappears. The urgency comes from actual tax law, not invented pressure. The most effective digital marketing comes from educating clients about realities rather than pressuring them with false scarcity.
Pattern interrupts, cognitive biases, sensory language, juxtaposition and urgency are practical ways to make your copywriting more persuasive.
Understanding these copywriting techniques is one thing. Implementing them consistently across your website, emails and marketing materials is another. Most property and financial professionals recognise the value of persuasive content marketing but don’t have time to write it themselves.
That’s where Hunter & Scribe comes in. We work exclusively with property and financial services businesses. We understand the regulations you’re dealing with and the specific concerns your clients have.
Whether you need SEO copywriting that ranks on Google and still sounds human or email newsletters that generate repeat business, we handle the content writing, editing and proofreading so you can focus on running your business.
Want copywriting that converts? Contact Hunter & Scribe to discuss how we can help your property or financial services business stand out.
Pattern interrupts work by creating unexpected moments that break automatic processing. When you use too many in one piece of copy, readers start expecting the unexpected, which means nothing interrupts the pattern anymore. The brain adapts quickly and begins filtering out what it now recognises as a predictable technique.
Mortgage brokers, accountants, buyer’s agents and other professionals often focus on their own needs rather than those of their clients. Effective copywriting focuses on the clients’ goals, fears and problems, not the business’s need for money.
Most property and financial professionals who try managing copywriting internally find that it either consumes too much time or doesn’t deliver results. Writing persuasive copy requires consistent practice and understanding of psychological principles. If copywriting takes you away from client work for more than a few hours weekly, working with a specialist copywriting agency like Hunter & Scribe typically delivers better return on investment.
Yes, persuasive copywriting techniques work perfectly within regulatory frameworks when they highlight genuine benefits and real consequences rather than inventing false urgency. Using loss aversion to explain retirement shortfalls or creating urgency around actual tax deadlines is both compliant and effective. The key is aligning persuasive techniques with factual information about how financial products and market conditions actually work.
Track specific metrics before and after implementing persuasive copywriting techniques. For website copy, monitor bounce rate, time on page and enquiry form submissions. For email campaigns, watch open rates and click-through rates. A simple test is reading your copy aloud to someone outside your industry: if they understand what you’re offering and why it matters to them, your copywriting works.
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