Copywriting is not the principal task of fund initiators, brokers, developers, sales organisations or real estate companies. Yet texts are needed and used all the time: for mailing, prospectuses, exposÈs, press releases, statements of account, image brochures, topical brochures, etc. Many of these texts fall short of the intented effect because certain basics of composition have been ignored when drafting them. Naturally, these principles do not just apply to the effective copywriting for real estate companies or real estate products yet this is one area where they are most consistenly violated.