Copywriting for Real Estate Agents:
As a real estate agent, you have to capture the essence of a property and effectively convey its unique selling points to persuade potential buyers or tenants that it’s the right choice for them. Compelling copywriting for real estate agents allows you to craft narratives that forge emotional connections, paint vivid pictures of possible lifestyles, and, ultimately, make the sale.
But how do you write good copy as a real estate agent? In this article, we’ll share five fail-proof real estate copywriting tips so you can stand out in a crowded market and drive more leads and sales with your message.
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What Is Real Estate Copywriting?
Real estate copywriting is the art and science of creating persuasive and engaging written content to connect with your audience. Effective real estate copywriting captures the attention of your real estate clients and convinces them to take action, whether it’s to schedule a meeting, make an offer, or sign a lease. Landing pages with persuasive copy have a 16% higher conversion rate.
Types of Copywriting for Real Estate Agents
As a real estate agent, you’ll need different types of copy to market your real estate business. Here’s a breakdown of the real estate copy that you will most likely need:
- Website Copy: Your real estate website should have compelling copy that provides information about your services, expertise, and listings while also communicating your brand personality, values, and unique approach.
- Landing Page/Sales Page Copy: Landing pages and sales pages capture your leads and inspire them to take action, such as scheduling a meeting or enrolling in a membership. The real estate copy on these pages should be concise, persuasive, and focused on driving conversions.
- Property Descriptions: Property listings are essential for showcasing the unique features, amenities, and lifestyle benefits of each property. Your property descriptions should be detailed, engaging, and tailored to your target audience.
- Social Media Posts: Social media is an opportunity to forge a deeper connection with your target market and engage your audience. Write copy that conveys your personality and is both informative and entertaining.
- Real Estate Ads: Whether online or offline, real estate ads need ad copy to grab attention, generate interest, and motivate action. When writing real estate ads, always include clear calls to action.
- Email Copy: Email is a powerful real estate marketing tool for nurturing leads, staying in touch with clients, and promoting your property listings or services. Effective email copy should be personalized, informative, and engaging.
- SEO Blogging: SEO blogging drives organic traffic to your website and helps you establish your expertise in the real estate industry. Create well-written and educational blog posts with tips for first-time homebuyers, neighborhood guides, and more.
If you’re not sure what types of real estate copy will be most beneficial for your business growth, you can work with a real estate copywriter to figure it out.
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The Amazing Benefits of Copywriting for Real Estate Agents
Better Property Visibility
When you effectively leverage language, you can enhance your brand visibility and get more eyeballs on your real estate listings. Good copywriting attracts potential buyers and tenants with a strong message and allows them to visualize their lives in a great property.
Moreover, SEO copywriting and blogging help your real estate website and property descriptions come up higher in Google search results so more potential clients can find them.
Stronger Connection with Buyers and Sellers
Great real estate copy forges stronger connections with both buyers and sellers with messaging that resonates on a personal level. It evokes an emotional response, helping buyers envision their dream home and sellers see the potential of their property. Research shows that 95% of purchasing decisions are emotional. When your copywriting speaks directly to buyers and sellers and makes them feel understood, your real estate business closes more deals!
High-Converting Personal Brand
As a real estate agent, it’s hard to underestimate the importance of personal branding. It’s what makes potential home buyers recognize and trust you. Your message is the core of your brand identity – it’s the narrative that allows you to effectively communicate your expertise, values, and personality. When you have consistent and specific messaging across all marketing channels, you reinforce your brand image, distinguish yourself from other realtors, and drive, ultimately, drive more sales.
5 Tips to Make Your Real Estate Copywriting Stand Out
With extensive experience in copywriting and content writing for the real estate industry, we know how to make your real estate business stand out with razor-sharp messaging and SEO. In the past, we helped a real estate crowdfunding app go from Google Invisible to over 3,500 organic ranking keywords in less than three months, which drastically increased app signups.
1. Know Your Target Audience Like the Back of Your Hand
When you know your target audience like the back of your hand, you can create specific messaging that speaks directly to their preferences, pain points, and dreams. To write amazing copy your clients love, you have to understand what they want you to say and how they want you to say it.
It’s important to understand your target audience’s demographics, such as age, income level, lifestyle preferences, and stage of life. However, it’s even more important to understand their psychographics, such as motivations, aspirations, and values, so you can write copy that speaks directly to your target audience’s desires and emotions, building trust.
There are several ways to research your target audience when writing copy. If you have an email list or a social media following, you can conduct surveys asking your community about their preferences and needs when it comes to working with a real estate agent. You can also use social media platforms and online forums to listen to conversations and gather insights into the concerns and interests of your target audience.
For example, this Reddit thread can help you better understand what people are looking for in a real estate agent as well as why they want to hire one in the first place.
Imagine you’re writing a hypothetical property listing. Knowing that your target audience cares about the community that comes with their place of residence, you could emphasize different activities and resources available in a certain neighborhood, nearby schools, and more.
2. Tell a Memorable Story
When you’re selling homes, you’re selling more than property features and a certain square footage. You’re selling your potential buyer a story of their future life. When your property description weaves together elements such as the house’s history, unique features, and the lifestyle it offers, you can captivate your audience and create a lasting emotional connection with them.
Businesses see a 30% increase in conversions after using storytelling. A well-crafted story about a property makes your potential clients visualize themselves living in the space and remember your listing in the sea of other listings.
Example:
❌ This spacious three-bedroom home has a modern kitchen, hardwood floors, and a backyard for relaxing.
✅ Cook up a delicious family meal in a modern kitchen and enjoy it in a spacious backyard as your kids run around and play.
3. Use Real Estate Power Words
Using power words in your real estate headlines and copy can make your messaging more effective and successful. Power words evoke specific feelings such as excitement, urgency, trust, or desire, making your target audience stop and scroll and engage deeper with your property listing or website. Research shows that you could see a 12.7% increase in conversion rates simply by sprinkling a few powerful words into your copy.
So, what are power words? Here’s a list of 700+ power words that engage and convert, but our favorite ones when it comes to copywriting for real estate agents include:
Luxurious
Stunning
Exclusive
Breathtaking
Unique
Spectacular
Authentic
Unparalleled
Captivating
Elegant
Enchanting
Spacious
Community
Hidden
Prestigious
Secluded
Remarkable
Grand
Magnificent
Desirable
Power words can be extremely effective, but it’s important to avoid overusing them. When you use too many power words, they lose their punch and meaning. Be selective when it comes to using power words.
4. Optimize for SEO
Optimizing your real estate website for SEO helps it rank better in search engines and attract more potential clients.
SEO stands for search engine optimization. It’s a practice of intentionally using strategic keywords to create high-quality, informative content that gives your audience the answers to the questions that they’re searching for. Effective SEO makes your website and blog post articles appear high on Google search results, which means that more potential clients become aware of your real estate business.
For real estate agents, it’s especially important to explore local SEO. This will help you capitalize on the local market in your area and start getting more pre-qualified leads.
5. Create a Unique Brand Voice
A unique brand voice allows you to stand out from other real estate agents, build stronger connections with your audience, and cultivate trust with prospective clients. When you define a distinct tone, style, and personality for your brand, you can create more authentic messaging.
Professional copywriters often create brand messaging guidelines to help you build distinct and consistent messaging across all marketing channels.
Copywriting for Real Estate Agents Examples
Barbara Corcoran
Barbara Corcoran is a real estate mogul and business expert who turned $1,000 into a billion-dollar real estate brand. The copywriting on her website is a prime example of good storytelling. It often references Barbara’s story and how she went from quitting her job as a diner waitress to building a real estate empire. It’s personal and inspiring, which speaks to many people!
Concreit
Concreit is a real estate crowdfunding app that helps people build wealth with diversified real estate while doing less work. A past client of SJ Digital Solutions, Concreit is a prime example of how SEO can help real estate businesses get more buyers and clients. In less than 3 months, our team helped Concreit go from almost 0 to 2,400 organic clicks per month. This dramatically increased their brand awareness and app signups. Read the case study!
Additional Content Marketing Services We Offer For REAL ESTATE AGENTS
In addition to these services, we offer:
Our Framework for REAL ESTATE AGENTS Content Marketing
VISION
When you’re ready to have your financial brand grow through your content, we’re here to help you become more visible as an authority in your niche by creating your content backed by our three pillars below.
Our goals when implementing content marketing strategies for real estate agents are to increase traffic, leads, and conversions for your organization. Allow us to operate in our areas of expertise by creating content that converts and optimizes your content with SEO.
When you take these two things off your plate, you can focus your time, energy, and resources on YOUR areas of expertise. It’s time to stop stressing and overburdening your internal team. Outsource this area of your business to us and get it right the first time. Because not only are we experts at content and SEO, we’re experts in the finance niche.
STRATEGY
You deserve to experience what it’s like to work with us because we understand the big picture. A piece of real estate content marketing is never one and done.
We create content that connects to your audience, your other content, and your overall sales and marketing goals.
EXECUTION
Allow us to implement your strategy by taking massive action with one or multiple of our packages.
It’s time for you to save hours spent researching, crafting, ideating, and guessing because when it comes to your content ranking, it’s not just about your great ideas. It’s about how you execute your ideas.
ANALYTICS
We constantly keep a pulse on what’s going on data-wise in the real estate industry and keep you informed too.
We do this by regularly monitoring analytics through Google Analytics and Google Search Console, sending reports to our clients, taking action based on the data, and keeping content fresh and updated over time.
We’d never claim to be experts, but we are aware of the strict compliance standards within the financial industry. Moreover, refreshing content is crucial since numbers, regulations, etc., change in the real estate industry sometimes yearly.
Get A Proposal
Turn leads into customers and get started today. We’ve partnered with finance and real estate brands around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.
Connect With a Real Estate Copywriter at SJ Digital Solutions
If you’re looking to grow your real estate business, we can help elevate your brand with compelling copy that resonates with your audience. The best part? Our tailored messaging will get you ready to start selling with powerful words in no time. Discover how our expert copywriting services can make a difference for your business.
Frequently asked questions
Q: Do Real Estate Agents Need Copywriters?
A: Yes, working with a real estate writer can help you improve your marketing efforts and communicate the value of your services more effectively. While you have extensive knowledge of the real estate market and client needs, you may not have the copywriting skills to write specialized real estate copy, such as ads or email marketing campaigns. You also most likely don’t have the technical SEO skills to create SEO-optimized content to increase your Google search rankings.
Q: What Are the Best Real Estate Copywriting Strategies?
A: To create effective real estate marketing content, you need to combine creativity and compelling storytelling with proven copywriting formulas and strategic thinking. Real estate copywriting is both an art and a science, so it’s essential to consider the creative and technical aspects of creating persuasive messaging. Researching your target audience, telling memorable stories, using real estate power words, and optimizing for SEO will help you write copy that resonates and drives action.
Q: What Are the Signs That You Need a Real Estate Copywriter?
A: If you find yourself struggling to create high-converting real estate listings or ad campaigns, it may be time to work with a real estate copywriter. If your online presence, such as your website and social media channels, lacks engagement or fails to generate leads, a real estate copywriter can help revitalize your messaging to better resonate with your target audience. Alternatively, if you are doing well but feel like you’ve hit a plateau, a real estate copywriter can help you grow your business and take it to the next level.
Q: How Does Real Estate Copywriting Differ from Content Writing and Ghostwriting?
A: Real estate copywriting, content writing, and ghostwriting are all part of real estate marketing, but they serve different needs and purposes. Real estate copywriting focuses on creating copy that drives action, such as scheduling a call with you or buying a property. For example, a real estate copywriter can help you write your website or email marketing campaigns. Real estate content writer focuses on more educational marketing content, such as SEO blogging. Ghostwriting is when a real estate copywriter or content writer creates content for you but their name is not on it.
Q: How Do You Balance Real Estate Copywriting with SEO?
A: When creating SEO-optimized content, it’s important to use appropriate keywords intentionally and avoid keyword stuffing. As a real estate agent, remember that you’re writing for humans and not robots. Make your content truly authentic and authoritative, share your expertise, and focus on creating high-quality content. Keyword research and SEO are important, but using them in ways that are not genuine may actually hurt your rankings.
Q: What Skills Should I Look for in a Real Estate Copywriter?
A: Your real estate copywriter should have both creative and technical skills to create effective copy. In addition to possessing exceptional writing skills and the ability to think outside of the box, they also need to know how to do market research and feel confident with SEO. Your real estate copywriter should also be familiar with real estate terminology, market trends, and industry best practices to create accurate and valuable content for your target audience.
Q: What Results Should I Expect from a Real Estate Copywriter?
A: The results that you’ll get from working with a real estate copywriter ultimately depend on your needs and goals. Generally speaking, a real estate copywriter will be able to improve your conversion rates, helping you generate more leads and close more deals. Working with a real estate copywriter will also help you improve your brand awareness and start marketing your real estate business more consistently.
Q: How Do You Write a Good House Listing Description?
A: When writing copy for a property listing, it’s essential to look beyond the features like square footage and how many bedrooms a home has. While that basic information is important, your property description should also paint a vivid picture of how it feels to live in a particular property so that your clients can envision what their lifestyle will look like. Using storytelling in your property listings allows you to create a stronger emotional connection with your target market.
Q: How Do You Write a Real Estate Listing?
A: Start with a compelling headline that grabs your audience’s attention and highlights the key selling point of the property. Then, write a concise yet detailed description of the property, including essential features such as the number of bedrooms and bathrooms, square footage, and notable amenities, such as a pool or a backyard. Use descriptive, story-driven language and emphasize sought-after neighborhood characteristics. If you struggle with writing effective real estate listings, consider working with a real estate copywriter.
