Copywriting Tips for the Real Estate Market by Heather Robson, Editor

Because the real estate industry is highly competitive, and because more first-stage communication happens online than ever before, real estate agents and other professionals within the industry are turning to professional copywriters with more frequency.

Here are four tips you can use to give yourself an edge with real estate clients.

Offer a variety of writing services: Real estate professionals have a wide range of needs. They need direct-mail letters and postcards to reach people in their local demographic. They need strong content for their websites to set them apart from the competition. This is also an industry that depends a lot on word of mouth, so “keep-in-touch” marketing pieces like newsletters play an important role.

Be knowledgeable about Search Engine Optimization: A lot of real estate relationships start online. So your clients need sites that will rank well with search engines and still read well when a visitor gets there. Review our December issue on SEO copywriting to learn more about what it takes to write great SEO copy.

Show regional knowledge: Real estate is a regional business. Real estate copy that demonstrates regional knowledge tends to get more conversions. So it’s worth your time to learn the trends for the region you are writing for. If you can get familiar with local neighborhoods, all the better. If you don’t have firsthand knowledge about the area, set up a time to interview your client.

Get all your ducks in a row: A real estate purchase is a big deal for most people. Make sure you know all the benefits, all the facts, and all the potential objections. Address them all in your copy. Use testimonials. Do your research. In other words, pull out at all the stops to write powerful, action-oriented copy.