copy for a developer website: how to write so people buy apartments instead of scrolling past

rule 1. the «someone else's complex» test

take any sentence from your site and mentally paste it onto a competitor's site. if it fits there too, it sells nothing. «a modern residential complex with developed infrastructure» passes this test for hundreds of projects, so it has to be rewritten.

rule 2. facts instead of adjectives

• not «a convenient location», but «15 minutes to the centre».
• not «affordable prices», but «from $900/m²».
• not «developed infrastructure», but a map with distances to the school, kindergarten and shop.
• not «a reliable developer», but delivered projects, documents and construction progress.

rule 3. the benefit, not the feature

a modular house buyer in the uk doesn't want «modular technology», they want to move into their home quickly. so on the site we wrote «your home, built in months, not years» and explained the technology below, as the way to get the result.

case · modular houseshow to sell a modular house to people who don't trust it

rule 4. answer the fears

every buyer fears something: that the building won't be finished, that the area is far from everything, that a cottage won't work without power. for forma, after the blackouts, we made a separate block about self-sufficiency: a generator, solar panels, its own water supply. a fear that's been answered stops getting in the way of buying.

rule 5. the buyer's language, not paperwork

«recreation», «real estate object», «housing stock» are words from documents. buyers don't talk like that. in the goro breakdown i suggest replacing «the largest recreation project» with «an all-season mountain resort in the carpathians», because even a foreigner understands it.

rule 6. order matters more than quantity

the right information in the right order: first what it is and whether it's for me, then why here, then whether i can trust it, and only then how to buy. the best copy won't work if it's in the wrong place.