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How Real Estate Copywriters Help Realtors Attract Buyers & Sellers

Apply Good Copywriting to Market Realtor Services


realtor search
Often buyers and sellers start their search for a realtor online. Make sure your website is working for you!

Looking for a real estate copywriter? Need help writing your web pages, bio, sales letters or MLS listings? Contact Susan Greene for a free quote.

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?

Write Your Real Estate Website

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.

real estate website

Your real state website should be as professional and personable as you are in person.

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.

Make Your Realtor “About Us” Page Personal

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.

Write an About Us page

Write an About Us page that helps the reader get to know you.

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:

Real Estate Case Study #1

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.

realtor marketing

Got a hobby or special talent? Explain in your marketing materials how it makes you a better realtor.

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.

Real Estate Case Study #2

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.

Tell YOUR Realtor Story

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:

  • Tell people who you are
  • Explain your unique expertise
  • Create confidence in your abilities
  • Establish a connection
  • Give insight into your excellent reputation
  • Attract clients who are a good match for your services

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.

real estate business

Tell the story behind the founding of your real estate business.

Real Estate Case Study #3

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.

niche for realtors

New construction homes is a viable niche for realtors and developers to promote as their specialty.

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.

Write About Your Specialty

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.

real estate website

What makes your real estate services unique? Highlight your differences on your website to build your brand.

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.

Real Estate Case Study #4

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.

real estate promotions

You’re a real estate expert, right? Make that point with conviction in your written promotions.

Consider some of these specialties other realtors have used to differentiate themselves:

  • Jenna specializes in selling waterfront homes. If a house is not on the ocean, a lake or a river, she’s not interested.
  • Mark specializes in selling second homes, residences that people use for vacations and/or investment.
  • David specializes in selling shopping plazas, everything from a small center with just three or four small business retailers on up to large centers with brand-name, big-box stores.
  • Nicole is a Californian real estate agent who sells mid-century modern homes. Her clients love all the knowledge she brings to the table about mid-century modern architecture.
  • Amanda is a Miami realtor who specializes in selling townhouses.
  • Mark, who spent 5 years in the Marines, works with military families.
  • George specializes in working with first-time home buyers, often holding their hand throughout the buying process and introducing them to professionals in his network of contacts such as mortgage brokers, interior designers, building contractors and pool builders.
  • Jerry’s niche is new construction homes, often focusing his efforts on pre-construction sales in to-be-developed subdivisions.

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.”

real estate marketing

Picking a real estate specialty, which you promote in your marketing materials, can help you stand out in a crowded market.

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.

Real Estate Case Study #5

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.

real estate website

Do you especially enjoy working with young families, retired persons or gay couples? Use your real estate website to target certain demographics and become known as an expert in that arena.

Real Estate Copywriting Services

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:

  • Property Listings — Got a great property you’re looking to sell? Maximize the price by attracting more buyers with a professionally written property listing for MLS and online listing services like Zillow, Realtor.com and Trulia.
  • Website Pages – Your real estate website should be continually evolving. Add new written content on a regular basis to keep it fresh and also prominent on Google.
  • Real Estate Sales Letters – A well-written sales letter sent to your target audience can generate leads and prompt referrals.
  • Real Estate Agent Marketing Brochure – When you meet with people, you can leave behind your brochure, giving them further opportunity to get to know you and remember you.
  • Property Marketing Brochures – Describe the features and amenities of the property. If the property is a big ticket item, creating a dedicated brochure about it, as opposed to just a listing description, could give you an exceptional return on investment.
  • Data Sheets & Flyers – Provide the relevant data for your property including as many details as possible like room sizes, estimated property taxes, and mileage to nearby schools and shopping centers.
  • Direct Mail – Sending well-written promotions to your target audience can easily generate leads and increase your market visibility.
  • Ads for Online and Offline Marketing – Newspapers, magazines and online sources like Google and Facebook offer unlimited opportunities for ad placement.
  • Social Media Content – Get the word out by sharing property photos and comments on sites like Instagram, Twitter and Facebook. Content marketing can be done on social media for free and is highly effective.
  • Blog Posts – Build up your fan base by writing interesting blog posts that position you as a subject authority. According to Growth House, a company that assists realtors with marketing,  “If you enjoy researching and writing about news and events in your community, and you can make time to post at least once per week, blogging can become a true free lead-generating machine for your real estate business.”
  • Press Releases – Great accomplishments deserve recognition. Press releases give you an opportunity to get in front of prospects in a positive way.

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.”

real estate copywriter

A real estate copywriter can help craft compelling copy for your property listings, website, mailings and more.

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.

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Contact Susan Greene

Do you need a real estate copywriter to assist you in writing your website, agent bio, property listings or other marketing materials?

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