| erhaps you're
worried you're not qualified to write about real estate. Admittedly, if
you were writing for an audience made up exclusively of real estate agents,
you might need some special expertise to lend you credibility.
But, as I've mentioned, plenty of
"consumer" publications buy real estate-related travel articles, and most
of the time they are written by folks just like you.
However, you should keep these eight
guidelines in mind --
1) Consult the Writer's Guidelines
and learn from past real estate-related articles printed in the publication
you're targeting.
For instance, if you were writing
a real estate article for International Living, you'd want to make sure
it focused not only on a destination outside the United States, but on
one where readers would find good property values.
In other words, while Costa Rica
is, indeed, outside the US, as far as IL is concerned it's old news and
it's too expensive. |
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By contrast,
articles with these headlines have appeared recently:
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An over-supply in the housing market
means bargains galore in increasingly international Melbourne
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Your dream home on the beach for 10
cents on the dollar -- why the world is falling in love with Cape Town
Taking a similar tack, The New York
Times published a piece about investing in waterfront property in Nova
Scotia in its Escapes section under the headline:
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Havens: Bargains Across the Border
Though clearly geared to an audience
more interested in travel than investing, Conde Nast Traveler's article
about Nicaragua nevertheless includes a strong real estate theme with plenty
of information about current property offerings and prices. |
I found it
under the headline:
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Nicaragua's New Wave: Okay, it's a little
rough around the edges. But it has a world-class lake, twenty-five volcanoes,
miles of empty beaches. . . . And Americans, it seems, are buying up the
place. Jason Wilson reports on the pleasures (and perils) of a frontier
Real estate might be either the primary
focus of your travel article or simply one aspect of it. In either
case, you'll need to familiarize yourself with the publication you're targeting
so you know how to best structure your piece and pitch it to the editor.
NOTE: Consider, too, the livability
of the destination you're writing about. Just because a locale is affordable
-- and might make a terrific vacation destination -- that doesn’t necessarily
mean it's an attractive place to live. I spent two years working as a Peace
Corps volunteer on a remote island between Madagascar and Mozambique. It's
beautiful there (turquoise waters, talcum beaches, flowers by the bucketful).
Property is cheap. People are friendly. But for a myriad of reasons, it
isn't a place I recommend expatriates settle.
2) Get to the "promise" of your
article early.
This is true no matter what sort
of "special-interest" travel article you're writing, but it's particularly
important with real estate-focused articles.
Make sure you've clearly defined
the appeal of this place for your audience. What, fundamentally, does it
have to recommend it?
In the International Living examples
I listed above, that "promise" is stated directly in the headlines. Again:
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An over-supply in the housing market
means bargains galore in increasingly international Melbourne.
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Your dream home on the beach for 10
cents on the dollar -- why the world is falling in love with Cape Town
In The New York Times piece about Nova
Scotia, the writer gets to it quickly, in the second paragraph. It reads:
"Mr. Johnson was quickly captivated by the miles of empty coastline, brimming
with heron and eagles. The word condominium didn't exist in the weathered
hamlets, where fishermen discussed lobster catches instead of celebrities.
What's more, the prices were a fraction of what the couple had seen in
Massachusetts, in part because of the favorable exchange rate."
In the Conde Nast Traveler article
about Nicaragua, the second paragraph begins: "It’s amazing what one can
buy in the new Nicaragua, Snider tells me. Anything is possible, he says,
so long as you can pay cash."
3) Paint a picture of this place
you're writing about.
Again, this is something all good
travel writers do, no matter what special focus their articles might take.
I've talked about it in past e-letter articles so I won't belabor the point
here. But I mention it again because it's particularly important in this
context. |
| Put yourself
in your reader's shoes. Certainly you'd want to know what a place looks
and feels like if you were considering a short vacation there. Think how
much more critical that information becomes if you're considering the destination
as a place to live or to invest your money.
4) Use quotes -- talk to residents
and real estate agents.
You might or might not include quotes
in a straightforward travel piece. It would depend on how you approached
your article. But with a real estate story, I encourage you to include
them.
You need to make it clear that you
aren't making unfounded assertions about a destination. You need to back
up your claims with some proof. And one of the best ways to do that is
to quote people on the ground.
Talk with locals who already live
or own there. Ask them why they chose this place. Ask them to describe
it for you. Ask them what, in particular, they like about it -- and what
frustrates them.
And talk, too, with real estate agents.
Ask them how the place has changed in recent months or years. Ask them
to describe for you the property market. Ask them to tell you where they
think potential residents or investors will find the best deals. Ask them
what makes this place different... and special.
The quotes you gather will not only
lend credibility to the case you're making, they'll also bring to your
story the kind of "local color" editors love.
5) Employ specific examples.
You absolutely cannot write a strong
real estate article if you don't have concrete examples to back up the
argument you're making.
You have to actually get inside some
properties to see what your money buys you. |
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| If you've "promised" your readers
up front that they can own a beachfront retreat for less than $50,000...
well, then, you better deliver some examples of just that.
In The New York Times Nova Scotia
article, for instance, the writer includes such specifics as:
"The fishing town of Lunenburg, population
2,500, became a tourist destination with its 1995 designation as a Unesco
World Heritage Site because of its architectural integrity. A two-bedroom
wooden house with no water access just sold for $83,000 and a six-bedroom
Victorian with harbor views went for $147,000."
6) Make smart use of comparisons.
The best real estate writers bring
to their articles perspective and judgment. They've traveled extensively
enough and written about real estate enough to know when they see a really
good deal.
But even if you don't have a long
list of real estate clips to your credit, that doesn’t mean you can't help
your reader put into context the "promise" your article makes him.
Compare the property prices you're
finding in the destination you're writing about to those in the States.
Or, if you're writing about a stateside locale, then compare it to another,
better-known one.
If you'd like to draw for your reader
some comparison to other, perhaps similar destinations -- but you haven't
visited those other places -- ask somebody who has. Check listings online.
Email a real estate agent in that other place. Ask a real estate agent
in the country you're focusing on how the prices compare. Chances are,
he'll know.
In that Nova Scotia piece, for example,
the writer recounts his conversation with a local real estate agent: "He
said that many buyers were leapfrogging Massachusetts or Maine to get oceanfront
property for one-fifth the price. One recent sale: a three-bedroom colonial
with a veranda overlooking the bay, for $115,000."
7) Do some real estate homework
before you go and gather research on the ground, too.
You'll have the best luck gathering
the real estate information you need if you start your research ahead of
time. Begin by finding at least one real estate agent online and getting
in touch before your trip. Explain that you’re a freelance writer, you're
doing a real estate-focused article, and you're hoping he might meet with
you when you're in town and perhaps take you to see a few examples of properties
on offer.
During your trip, pick up as many
sample listings as you can. Don't walk by a real estate office without
sticking your head inside, introducing yourself, and grabbing a listing
sheet.
And check the classified listings
in the local papers, too. Particularly in places where there's a growing
expatriate population, you may find price-inflation. There ends up being
a two-tier pricing system -- a lower price for locals than for foreigners,
who are perceived to have deep pockets. So to get a sense for the "local"
market, check the ads. (If they're in a language you don't speak, grab
a bar-tender or the desk clerk at your hotel and ask for help in translating.)
8) Take note of the practical
(but often boring) stuff.
When you're writing about real estate
(particularly foreign real estate) you will have to gather some practical
information you'd never bother about were you writing a more "traditional"
travel piece.
For example, you'll want to find
out:
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Can foreigners own property? If so,
how?
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Is buying a complicated process? Roughly
speaking, how does it work?
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Is financing available? If so, on what
terms?
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What sort of tax burden can new owners
expect?
And, depending on the scope of your
article and what the editors want, you may need to include some "lifestyle"
details, too:
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What's the cost of living?
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What are some examples of prices for
items you'd typically buy like milk and bread?
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What does it cost to visit a doctor
-- and what's the medical care like?
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