DIY copyrighting tips for real estate agents

As real estate professionals, we should constantly be on the lookout for ways to leverage ourselves and push ahead of the competition. One of the key ways in which agents can work towards achieving such is through becoming proficient at copyrighting – a skill that, if utiilised effectively, can help to increase the relevancy and volume of their client leads, as well as their conversion rates.


Here are four handy tips that, when practiced together, will help you to write compelling, emotional and persuasive real estate sales copy:


1.       Determine your audience


Before doing anything else, it is important to define your target audience because this will ultimately determine how you write, what words you use and the features/benefits you emphasise. In every instance your general target audience is going to be real estate consumers – however, you should attempt to segment this broad market into smaller demographics. For example, consider whether you are writing for first home buyers, investors, pensioners, families or luxury purchasers.


2.       Create a strong headline

Headlines are vital to the success of any sales copy. You could have the most perfectly executed body copy, the best property on the market and a completely astonishing offer price, but you still mightn’t generate any buyer interest if your headline doesn’t cut through the clutter and make your intended audience want to read the introductory paragraph. Your headlines should be succinct, punchy and enticing, and should also reflect a core message that is contained within the body of the advertisement.


3.       Emphasise benefits over features

When writing a property description, your primary emphasis should be on the benefits to prospective purchasers, not the features. That is, you should aim to communicate how a property’s features will deliver value to a potential buyer. For example, instead of simply writing “there is a spacious outdoor patio area”, expand to say: “there is a spacious outdoor patio area, which is perfect for family dinners and lunches as well as parties and social gatherings.”


4.       Include a “call-to-action”

Though sometimes overlooked, an assertive "call-to-action" is one of the most important aspects of any sales copy; if you want prospects to take particular actions (for example: request more information; speak to an agent; sign up for a free service), you need to provide them with the requisite information to enable them to do such. However, always try to ensure that any “call-to-actions” is clear, concise and directive.

Posted by Reality Bytes - Real Estate Training Blog on 16/07/2012 at 10:59 AM | Categories:


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