The intention of persuading the reader to do a very specific action is what sets copywriting apart. You're convincing the reader to make the biggest purchase of their lives when you write real estate copy. That implies that your writing must be of exceptional quality.
What Is Copywriting For Real Estate?
Writing targeting the select few people who are truly going to "click" with your material is the secret to producing good real estate copy. Every word you write has the potential to transform the reader's life and lead them to their ideal house. Making a client feel heard and seen is half the battle won.
You can see why learning the fundamentals of copywriting is extremely beneficial for real estate agents. You can at least get better at communicating with homeowners and buyers in a way that connects with them and closes the transaction.
Sadly, while many real estate agents are born salespeople, they are not born writers of copy. To write copy you can be proud of, it could help to get some advice and practice. You may build the abilities you need to write excellent copy by taking into account the suggestions below. In case the worst happens, you can always write your own copy (we have advice for that too).
Real Estate Landing Page Copywriting
Your real estate landing page serves as your customer funnel and should bring in a ton of repeat business. Visitors will stay on your page and return to check out your wonderful resources if your copywriting is strong.
Gain The Upper Hand
The first portion of your material that readers view is your headline. A strong headline is essential if you want to keep your prospects scrolling and investigating. A dull headline decreases interest and could even discourage readers from clicking on the link to the content.
Create Something Captivating
Think of recent or perhaps recent-week headlines that drew your attention. What possessed they in common? Did they make you feel worried at all? Were they humorous? Timely? Your real estate website landing page can benefit from using the same elements that make a brilliant article or advertisement headline. In any case, a catchy headline generates curiosity and a sense of urgency. Not sure which title will grab readers' attention the most? To determine which is the most effective, try out a few different approaches and run them by real estate colleagues, amiable clientele, or close family members.
Last But Not Least, The Headline
Your title should condense the most crucial ideas in your content, address a client need, and impart knowledge in a syntactically pleasing manner. Wait until you've created the majority of your web page content if you're having difficulties thinking of a catchy head line. Then consider how to condense that 1000 words into a concise 10.
Avoid Using Clickbait
Despite how alluring it may seem to try to attract readers at any cost, employing clickbait titles will ultimately be very detrimental to your business. Simple SEO theory holds that search engines are the fastest at spotting deceit and consistency issues. For instance, Google quickly identifies websites with high bounce rates yet abundant keyword density and intriguing titles. If Google detects clickbait on your website, you will drop in the rankings and that particular page may never be seen again. Avoid taking a chance.
Locate The Source Of Your Discomfort, Then Address It
Human nature dictates that we take more activity in response to pain relief than pleasure seeking. For years, marketers have successfully capitalized on this unpleasant tendency.
Many of your present or potential clients may find the search for a home to be expensive, stressful, and time-consuming, which creates the ideal environment for relief seeking. This is what experts in the field refer to as "taking advantage of a pain point". The secret to writing effective real estate copy is to focus on this problem and then provide a solution with your expertise or services.
The Leslie Glazer Group skips the long introduction. This brokerage is aware of the distinct difficulties faced by its clients. Their landing page's language presents the problem and suggests a fix.
It would go something like this: demonstrate your understanding of the client's worries and don't be afraid to provide specifics. Based on their hyperlocal location, spending power, interests, and way of life, every clientele has a distinct point of view. For instance, if the majority of your clientele are nuclear families, mention the inconvenience of taking children to numerous open houses, locating a location that is both reasonable and has fantastic nearby schools, or dividing up rooms while preserving an open feeling.
Use the best aspects of your services and the properties/clients you serve as a starting point for your chosen pain areas. "Are your impatient kids and nonstop viewings driving you crazy? On every given day, our brokerage consistently reduces the greatest options available in the market. We'll establish with absolute clarity what you're looking for. You will have the least stressful and most educational viewings in this manner.
Use Language That Is Accessible
It's not necessary for your real estate website pages to read like Shakespeare to be appreciated. In fact, if they sound more like a children's book, you'll have a lot more success. While flowery language has its uses, it is frequently an obstacle that leads to misunderstanding and estrangement. Your readers have to work twice as hard to find the information they're looking for when you write lengthy, complex sentences. It's frequently simpler to navigate to the real estate website of another agent.
Consider the reader's viewpoint: what details are you seeking, and what terminology would you use to explain them? This viewpoint allows you to emphasize points with descriptive phrases without creating confusion.
Writing Copy For Real Estate Advertisements
What does the property description in your real estate listing say? How then? If you want to draw customers in, you'll need to say a little more than just the fundamentals.
Concentrate On Benefits Rather Than Descriptions
Great real estate listings create notions of a home's future and the delightful people who will live in it, in addition to discussing what is already there. We are aware by this point that buying a home is a considerably more sentimental affair than merely acquiring a plot of property. It serves as a haven at the end of the day, a location where you may isolate yourself from the outside world, start a new life, and pursue any other goals you may have for your life.
Naturally, you'll want to start by making sure that the fundamentals are covered as you write out your listing description (how many bedrooms, baths, appliances, etc.). The goal is to persuade your potential buyer so strongly that they are transported to the house of their dreams and are unable to resist paying you a visit. What will really distinguish your listing is your capacity to explain the value of each feature. Consider how each element of the space feels and enhances the daily experience of living there to create a character.
Are Real Estate Copywriters Worth The Money?
Even the best copywriting advice won't be able to provide some agents enough time to produce their own material. In this situation, a skilled copywriter can relieve you of a significant burden without compromising outcomes. If your brokerage doesn't have significant continuing needs, a freelance copywriter can fill in as needed and supply enough work.
What Tasks Will Your Copywriter Handle?
Your copywriter should have faith in their capacity to create interesting content that advertises your real estate company and draws attention to your distinctive offerings. Remember that a candidate doesn't need to have only experience writing content to be successful in a copywriting position. You will be able to select a candidate from a bigger and equally competent pool if you concentrate on the qualities that a brilliant copywriter normally possesses rather than the position title. Think of previous employment that is relevant to copywriting in some indirect way.
In Summary...
You don't have to be an exceptional copywriter to spot exceptional copy. With the information you've obtained, you'll be able to discover the ideal AI tool without using a keyboard, recognize a brilliant headline, and enhance text phrasing.
The owner of the website is responsible for creating excellent content, and it isn't difficult to do so whether you write it yourself or hire someone to assist you. When in doubt, consider what makes reading something you enjoy enjoyable. The advice on this list will undoubtedly be useful.