The best realtors know quality copywriting makes a difference
If you’re a real estate agent, then you already know how competitive the field is. Some days it feels as though everyone is a real estate agent. Attracting buyers and sellers requires lots of hard work and a little luck too.
So where do you find prospects who will give you the opportunity to prove what a fabulous realtor you are?
Because many people begin their search for a realtor online, you’ll want to be sure you have a real estate website, one that’s as professional and personable as you are in person.
It must be well-designed and well-written with compelling content that tells the visitor what makes you different, and better, than all the other real estate agents they can find online.
If your copy reads the same as 100 other realtors, you’re not going to stand out. More importantly, Google isn’t going to offer up your site in its search results. Originality is imperative.
That’s where a real estate copywriter comes in. She can help you describe your unique capabilities and background. She can also assist in writing your listings, describing property features in ways that appeal to prospective buyers and compel them to take action.
As a realtor, you’re in a business selling a service, which is also in large part, selling yourself. That means you need a truly personal About Us page and/or real estate agent bio.
Look upon the About us page or realtor bio as an opportunity to let down your guard and show some personality on your real estate website. Too many realtors miss the boat by writing the same generic copy about “quality and service” they see their competitors have used. Nothing memorable about that!
Instead, think of your About Us page as a great place to begin forging a connection with your visitors. It’s the start of what you hope will be a wonderful relationship, so put your best foot forward. Reveal who you are and why you sincerely care about your clients. Consider these examples of unique ways to write your About Us page / realtor bio.
One residential realtor in Florida who asked me to write her website told me she runs marathons in her spare time. Bonnie described her training schedule and then explained how her love of running had helped her become a better realtor.
She said she knew the intricacies of every neighborhood in her city because she’d personally run up and down its streets many times.
Bonnie also said she looks upon selling her clients’ homes as a marathon and not a race, referring to all the work that goes into finding the right buyer and negotiating the best deal for her clients.
The website copy I wrote told of her marathon training and its relationship to her real estate business. She said it helped set her apart from other local realtors. It drew attention to her level of commitment and work ethic.
On her About Us page, we even included a photo of her crossing the finish line at a marathon, which B.L. said was often the first thing clients mentioned when contacting her.
Another realtor in Miami, Florida who I helped with marketing and copywriting is a licensed pilot. For years she used much of her earnings to pay for flying lessons. Marlene said that flying over the cities that she included in her real estate territory give her a big picture perspective of the many neighborhoods.
She was often able to relay to her clients a “bird’s eye view” of the areas they were considering for a home purchase.
For her realtor About Us page we included a photo of her, headphones on, sitting in the pilot’s seat of a plane’s cockpit. That image, combined with “her story” helped set her apart from other real estate agents. It also was a good conversation starter, making for easy small talk with customers before getting into the brass tacks about properties.
Behind every business is a story. Often the telling of that story helps customers feel a connection to you by giving them insight into your business’s history and personal commitment to clients.
Your realtor story can:
Once a client gets to know you, they’re more likely to feel comfortable with you and receptive to your recommendations regarding properties. So look for opportunities to include your story on your real estate website, like Roger did below.
Roger was a home builder/seller in Texas. He loved his work and couldn’t imagine ever doing anything else. He said building was in his blood, and that was the sentiment he wanted to convey to his prospects.
On his website promoting the homes he’s selling, we described in the copywriting how his father had been a construction foreman and how Roger would accompany him to job sites from the time he was a little boy.
He said it was during those tagalong days that he learned about all the different trades that go into building and the importance of quality work and attention to detail.
He lived and breathed construction throughout his childhood, knowing he’d one day be in construction himself.
We included a small photo of Roger as a young boy with his father, both wearing hardhats at a construction site, which brought home the point of Roger’s lifelong love for building, adding value and appeal to the homes he sells.
With so many realtors competing for business, you need to find a way to stand out. If you’re just another residential real estate agent, you’ll have a hard time getting noticed.
Niche marketing is a powerful strategy that works especially well in real estate. Start with the broad categories such as commercial real estate or residential real estate, and then drill down to be even more specific.
A commercial realtor might specialize in selling office buildings. A residential realtor might choose to focus on selling condos. I’ll give you some more examples in just a minute.
Once you choose your real estate niche, you can write about it on your website, blog and other promotional materials, positioning you as the authority in that category.
Essentially, your specialty becomes part of your brand. It’s what people associate with you, and it can drive business your way.
A Miami real estate broker wanted help marketing his properties. Joe specialized in selling condo hotel units, which are vacation condos you own in a luxury hotel or resort. You use your condo when you’d like. When you’re not there, you place it in the property’s rental program and receive revenue that offsets your costs of ownership.
Joe knew that the condo hotel concept was relatively new and many people didn’t understand the term. For that reason he wanted a website that was more education-oriented than “salesy.”
I worked with him to write content that gave quality information on condo hotels and positioned Joe as the leading authority on this type of real estate.
Consequently, not only did Joe get frequent new business inquiries from prospective buyers and developers (sellers), but the media also began to regard him as their best source for any stories on condo hotels. When new properties came on the marketing and new trends emerged, Joe was the guy they went to for quotes. And that publicity in turn contributed to his success.
Consider some of these specialties other realtors have used to differentiate themselves:
You get the idea, right? Narrowing your real estate marketing to a specific geographical area, type of property, or category of consumer can be a lucrative strategy. It positions you as an industry leader as well as provides you with promotional opportunities to write content about your niche.
According to a recent article in Forbes magazine about real estate marketing ideas, becoming an expert in your niche is a sound strategy. “When you’re an expert, you’ll command authority. You won’t need to sell, you’ll simply be attracting buyers to you. This clearly doesn’t happen overnight nor does it happen easily, but it does happen over time.”
If you have any doubt about whether specializing can help drive business to your real estate practice, consider this hypothetical question. You have a heart condition. Do you choose to go to a doctor who is a general practitioner or to a cardiologist? I rest my case.
Another strategy for residential realtors trying to stand out in the crowd is to narrow your geographic focus. Maybe you serve customers throughout your city or state, but you can identify a few subdivisions or neighborhoods where you’ve sold more homes than most. Why not dedicate a whole page on your website to that particular location?
One realtor in Naples identified the six most lucrative neighborhoods in her area. She spent a lot of time visiting them and getting to know what made them special. She then created individual web pages for each of those neighborhoods.
On each web page, she described the neighborhood in detail, including information about the schools, local restaurants and retail stores nearby. She also told about the style of homes and the different options available in that community. And she included descriptions and photos of the subdivision’s amenities, such as its swimming pool, clubhouse and fitness center.
When someone searches Google for homes in that subdivision or a realtor for that subdivision, her website comes up at the top of the search results. If anyone wants a house there, she’s the expert who knows every street, every home and every nearby business.
Creating a website to promote your real estate services is just one type of real estate copywriting. Plenty of other opportunities exist to use good copywriting in promoting your real estate business. Consider these marketing tools:
The App Institute, in discussing real estate marketing ideas, is a big proponent of content creation. “It’s worth remembering that as your clients are making extremely high value decisions, they are going to want to be as informed as possible. Content marketing is your opportunity to demonstrate that you are masters of your field.”
By consistently creating great written content, you’re more likely to get found by potential buyers and sellers, all while building your brand and positioning yourself as a leader in your field.
According to Outbound Engine in a recent list of Marketing Ideas for Realtor Estate Agents, just make sure you’re creating content that provides true value. “You should share and send content that is full of valuable information applicable to clients even if they’re not currently in the market to buy or sell. Having shareable content increases your exposure to potential clients. This way you stay top of mind so they remember you when they’re ready to make a move.”
Composing persuasive real estate copy takes skill and experience. If you lack the technical know-how or writing your own real estate copy isn’t the best use of your time, consider working with a real estate copywriter who can get the job done quickly and effectively.
A writer who understands real estate can craft compelling copy that attracts buyers and sellers, allowing you to focus on closing deals and growing your business.