How a Real Estate Copywriter Can Help You Sell More

No matter where you are located, the real estate market is likely competitive. When you look at the marketing materials of many agents, they likely say the same things. Results driven. Focused on customer service. Same. Same. Same.

You may mean well. You may look at this as an accurate description of where you are in the industry. Here’s the thing. Your competition likely has language that’s very similar. When all things are the same between a customer’s choices, you’re not giving them a reason to choose you.

A real estate copywriter can help take what’s unique about you and convey it in a way that resonates with your audience. He can help you draw out the right details and create an image of your business that invites people to do business with you.

6 Ways A Real Estate Copywriter Can Freshen Your Image and Help You Sell More

Create a More Relevant Bio — People tend to be extremely shy when it comes to talking about (or writing about) themselves. This is especially true when it comes to creating a real estate bio. A real estate copywriter can help you come across as friendly and personable. They can help you write a bio that positions you as an industry expert. Most importantly, a quality copywriter will help you create something you can be proud of as you distribute it to new and potential clients. This means no glaring grammar or spelling errors.

Develop a Fresh Tagline — When your name comes out of a client’s mouth, what’s the next thing they think of? A fresh tagline or slogan works wonders to help you stick out from the competition. I was in a networking group with a woman whose tagline was “We take the hassle out of finding your castle.” It stuck with me because it sounded so original.

A great copywriter can help find a tagline that makes sense for you. He can evaluate your marketing materials, talk with you extensively and develop a tagline that just makes sense.

Blogging — A real estate blog can be an excellent resource on a wealth of information. When people buy a home, they are also buying the amenities that go along with it. There are the neighborhood parks, and the local museums. There are schools, taxes, and any sort of community organizations. A blog can help you create a wonderful resource about the communities you represent. This way when you have a potential buyer, you can arm them with information they’ll value.

And of course you can cover any helpful tips for buying or selling your home. What repairs should someone make before they put their home on the market? What are the most overlooked items a first-time buyer might miss as they go house hunting? This information will be incredibly helpful, too. A good real estate copywriter can help you with all of this.

A real estate copywriter can help you develop stronger listings.

Liven Up Your Listing — The listings themselves can provide a particular challenge. Yes, your potential buyer will want to know how many bedrooms and bathrooms are in the home, and how much square feet it is. It’s a massive investment, and they want details. But there is another way to approach these, too.

Most convertible car owners don’t care about the amount of horsepower. They care about the way that their face and hair feel as they drive down the Interstate at 85 mph. Do your listings capture the feeling of what it’s like to live there? A good real estate copywriter can help your clients understand what it will be like to live in the home.

An About Page That Captures Your Essence — When someone is preparing to do business with you, they’ll want to know a few things first.

• What’s your background and experience?
• Why should they do business with you?
• Is this person likable or trustworthy?

All of these questions are swirling in a potential buyer or seller’s head, and they may only take a few fleeting seconds to develop a sense for the answers. Your about page is what helps you establish trust. It’s what shows them that you are a family-oriented person who loves watching baseball. Go Cubs!

A well-written about page is an incredible tool when it comes to helping you stand out from the competition.

Memorable Leave Behinds — Real estate agents are in the people business. They’re making the most of every moment, and every sale. A strong brochure or card can make a lasting impression. A real estate copywriter can help you create a lasting impression. They can help you with a message that a seller or buyer is more likely to save.

Conclusion

Are you doing everything you can to create the ultimate experience for your clients? Are you doing everything you can to drum up more business? A quality real estate copywriter can help you make the most of your marketing materials.

Matthew Brennan is a Chicago-area marketing copywriter and copy editor. He is also the author of Write Right-Sell Now.