Did you know – there are even more kinds of copywriters than kinds of real estate agents.
When you need a true real estate copywriter, you might be tempted to just Google “copywriter.” If you do, you’ll soon learn that real estate copywriting is only one of a great many specialties. And in fact, only some copywriters are trained to write sales copy of any kind.
Copywriters create catalog product descriptions, magalogs, informational brochures, annual reports, inserts in prescription medications, instructions that come with new appliances or technical gizmos, political propaganda/advertising, and government articles, brochures, instructions, etc.
In fact, almost any marketing or informational writing you see in print was created by a copywriter. Only a few of us specialize in writing marketing materials for real estate professionals.
When they need words that sell, smart marketers choose a copywriter who has some knowledge of their product – or at least of their product category.
- Smart property owners choose an agent who specializes in his or her kind of real estate.
- Smart marketers choose a writer who specializes in the kind of copy they need.
As you know, there’s a huge difference between selling rural homes, waterfront condos, farm land, and high-rise commercial buildings. There’s also a huge difference between selling consumer goods, business equipment, and services of any kind.
Real estate is in a class by itself.
Unless you’re exclusively a buyer’s agent, as a REALTOR® you have a twofold marketing mission. If you list homes, you must market them. You must also market your own services.
Additionally, your relationship with clients is of a personal nature.
You spend a good deal of time with your clients. In that time they share their hopes, dreams, and fears – and their financial position. You deal with them in a business transaction, but must be attuned to their emotions and how those emotions might affect their decisions.
Because of that personal relationship, they need to believe that they can trust you.
A true real estate copywriter will create messages make your prospects feel that:
- You’re a good person
- You know the market
- You have the expertise to conduct a smooth real estate transaction
- You will be available when they need you
- You will tell them everything they need to know
- You will protect them and their interests at every turn.
Transmitting this message is the primary function of your agent bio. However these points should also subtly convey to them with every message you send. Something about your marketing must speak to your prospects on an emotional as well as a professional level, even if it’s subliminally.
A true real estate copywriter understands all that and will work to present you as the professional your prospects can trust both personally and professionally.
The writer who creates software promotions or sells financial newsletters must establish trust, but that is trust in the product, not the person. It’s on a different basis because the seller and the consumer will not form any kind of personal relationship.
What about marketing your listings?
Most real estate agents write their own listing descriptions, while others prefer to hire a real estate copywriter. A true real estate copywriter understands the dynamics of “putting the reader in the home” rather than simply listing features.
By the way… No matter what you’re selling, it’s a terrible idea to begin your message with “I” or “We.” Marketing has to be all about the customer and his or her wants, needs, interests, or goals if you want to appeal to them. They’re all tuned in to station WIFM (What’s in it for me) and it’s your job to answer that question – quickly, before they run away.
In my opinion, the very worst opening line in any marketing message begins with “I want…”
When you need a true real estate copywriter, call me!
Real estate is my specialty.
Laptop Image courtesy of punsayaporn at FreeDigitalPhotos.net
Agent and client at dinner Image courtesy of nenetus at FreeDigitalPhotos.net
Post-it notes Image courtesy of Stuart Miles at FreeDigitalPhotos.net