5 reasons you need to hire a real estate copywriter
If you own a real estate agency, or are selling or renting your own property, hiring a real estate listing copywriter is a non-negotiable.
Copywriters are experts in the written word, but they are also professionals in selling through words, and no industry relies more on the art of selling than real estate.
Relying on your own agents, or yourself, to write listings isn’t just time consuming for busy property professionals who are already run off their feet. A real estate listing is usually the first impression of a property for a prospective buyer, seller or tenant, and a poorly-written listing can deter these potential customers before you even have the chance to dazzle them in person.
I have taken the time to break down five reasons why you need to hire a real estate listing copywriter, and why Barfly Copywriting is the digital marketing service that is up to the task.
1. Real estate agents are not writers
It goes without saying that agents are not trained real estate copywriters. Their strengths lie in selling, managing and interacting with vendors, and the average real estate agent often can’t translate those interpersonal skills into the written word. It’s important to paint a mental picture for a prospective buyer, seller or renter, and good copy is the first stepping stone towards securing that sale.
2. “Charming” isn’t the only adjective that exists
I’ll be blunt. The old trope about real estate listings describing even the most run-down fixer-upper as “charming” is indeed true. When I see the word “charming” in a listing, it’s a dead giveaway to me that a real estate agent that isn’t a qualified copywriter wrote it, or a subpar real estate copywriter did. The English language boasts thousands of adjectives, and even the blandest real estate listing can become colourful and captivating through the use of them. A great real estate copywriter knows how to sell a home’s potential - even when it’s lacking - through words that build trust and intrigue.
3. Real estate agents are busy
Real estate agents are some of the busiest people out there. They are always on the road, always wheeling and dealing and the industry rarely has a dull moment. Taking the time to write a compelling real estate listing can be a tall order for a real estate agent, even on the slowest days. Great copywriters have the well-honed skills to produce exceptional real estate listings with even the tightest turnaround time. Just like you are the best at what you do, we are the best at what we do. Teamwork makes the dream work.
4. A consistent brand voice is important
Using the same copywriter that you can trust with your real estate listings ensures a consistent brand voice, which promotes a sense of trust and stability. It’s often clear to an audience, whether they consciously recognise it or not, when multiple writers with varying levels of writing skills are all contributing to a publication. This is the most evident when agents are tasked with writing their own listings, that are then uploaded to a central website. One listing may be lengthy with run-on sentences and flowery language, while the next is short, sharp, soulless and completely lacking in magic. Hiring a real estate copywriter ensures a high-quality, consistent brand voice across all of your listings, as well as your social media platforms, website copy and blogs.
5. The best real estate copywriters can work with very little - and on a tight deadline
The best part about hiring a professional real estate listing copywriter that has a seamless workflow and exceptional organisation skills is that they can produce beautiful real estate listings with even the most basic information. For instance, I offer a range of copywriting services to those in the real estate industry. I have a set price per listing, and this is usually for 200-250 words with an expertly crafted headline and five key USP’s in dot point form listed at the end. Agents simply email me any photographs of the property that they have, any available agent notes, a floorplan (if they have it), and away I go! I don’t have to attend the property and I usually promise a next business day turnaround for most listings. After all, we all know that time is of the essence in the real estate world.
I have been a professional copywriter, social media manager and business blogger for 10+ years, and I have specific expertise in real estate copywriting. Barfly Copywriting works with both agencies and individual vendors, in Australia and abroad.
Read more about what my clients have to say about me on my ‘Testimonials’ page.
Contact Felicity today to discuss your real estate copywriting requirements.