Rea ships with complete placeholder copy for every page. This section explains how to work with it — what to keep, what to personalise, and the principles that hold the voice together.

The copy philosophy

The copy across Rea was written to do three things:

1. Demonstrate what good real estate agency copy looks like — so you have a model to write from, not a blank page
2. Convert high-intent buyers and sellers — every line has a specific job, explained below
3. Sound like a real luxury agency — which means it will sound slightly wrong until you make it yours

The goal is not to preserve the default copy. The goal is to replace it with something equally considered.

Voice principles

Apply these whether editing existing copy or writing new sections from scratch.

Atmosphere before features. Lead every property description with how the space feels and where it is — before the spec list. Buyers buy the life, not the rooms.

Confidence without chest-beating. Make a claim and earn it, rather than announcing credentials and hoping that's enough.

The client is the subject. Body copy is about what the buyer or seller gets, not what the agency is proud of. Test every sentence: is this about us, or about them?

Short lines, long silence. Headlines max 6 words. Let the property photography do the persuading.

Verbs over nouns. We negotiate beats We are a team of skilled negotiators. Always.

No adjective stacking. Not exceptional, world-class, unparalleled luxury properties. Pick one real claim.

Specificity signals quality. Steps from the Victoria & Albert Museum is better than great location. Specific details are more believable than superlatives.

Lines to keep as written