Copy sells.

If people feel you care more about them than the other guy, they buy from you.  Sure. We can agree on this in practice.  But how often do we integrate this in real estate?

Look at a typical real estate “About Us” text:

We are a dedicated real estate agency started in 2001 that is committed to fulfilling the needs of our clients and providing the best customer service. We strive to have the most extensive real estate knowledge in the area.

What does that copy tell you?

Absolutely nothing.

As a buyer, it isolates you and hardly ever gets read.  It is a blanket statement that anyone can put on a real estate website.

Tip #1 Clients Care About Themselves

The first thing to remember is that real estate clients only care about themselves. This point cannot be carried too far. They want to feel like the ad was written solely for them. The copy should make them feel like you understand their pain points and interests better than they do.   Writing like the “About Page” above, doesn’t convey this feeling. It is stodgy, business phrases put together with your name on it. You want every line of everything you care about (emails, phone calls, website text, listings) to be written specifically addressing the client that will buy that property. Everyone loves themselves. Talk about what’s in it for them. Need some starting points?

• Start by writing 10 things about what’s in it for THEM

• Focus on how they will feel when they do business with you

• Bring up how they will benefit from the transaction

• Explore how this will lessen their pain points

Writing great real estate copy is all about the other person. Write every sentence from their perspective. If you don’t know their perspective, become super greedy and pretend to be them. What do they want?  If you can help them get that through your copywriting, you’ll win.

Tip #2 The Headline

The headline impacts conversion rates up to 800% for our real estate articles here at Easy Agent Pro.   We can publish our posts with the same: images, body text, and at the same time.   The clicks are largely determined by 2 things. 1. The quality of the graphics (We’ll ignore this for now. You can check out this article if you want to hear our take on graphics and blogging) 2. THE HEADLINE Headlines get people to you. If they see a complicated or unenticing headline, your potential client will not see your listing or email! There are several tips for writing better headlines. These will help you. The first is the copycat method. If you are selling a home and need a tested headline, go over to Google.com. Type in “Homes for sale [INSERT YOUR CITY].” Google will display ads at the top of the search. These ads have TESTED and proven headlines that you can just copy. The second is the social copy method. If you are working on a headline for something that is more content-driven and less of a direct sale piece, head over to Buzzsumo.com.  Type in your keywords. You will instantly see the best content headlines for your topic. The whole point of a headline is to make the article laser-focused around it. Let’s get into some tips for writing our own headlines.

Tip #3 R-O-T

R-O-T stands for Results, Objections, and Time.  It is a great formula for award-winning copywriting. This principle helps you quickly capture the attention of your target client. Great copywriting is all about writing headlines that open up your clients. Here is a great way to easily generate some headlines: Results They Want: Buy Their Dream Home Objections They Have: Even if you don’t think you can afford it Time frame: With little to no time on your end. The key to this method is creativity.   Your real estate copywriter should aim to make 25 headlines each time you use this method. Then, have a friend go through and pick the ones they like best.   Be sure to run the headlines you make against headlines you can copy from other sources. Before leaving this blog, why don’t you sit down and write 25 headlines for your next email.  Try having your real estate copywriter use the ROT formula! For example, this text found on Trulia.com was most likely split-tested several times. You should copy it and implement it on your website. Have a contact form? Turn it into an “Ask a question about” form.   I guarantee it will get you more leads. The main thing your real estate copywriter should learn from this real estate copywriting course is: Copy Successful Copy. It’ll save you time and make you money.

Tip #4 A Good Real Estate Copywriter Tells A Story

Storytelling works in real estate. Does the house have a famous owner in the past? Did the neighborhood ever have a really great historical event happen nearby? Facts are so easy to come by now.  People don’t care about data sheets. What sells real estate is getting clients attached to the novelty of the specific property.

• Author
• Recent Posts

Follow Me

Tyler Zey

Hey! I'm Tyler with Easy Agent Pro! We provide top notch marketing content for realtors... And we do it for FREE! I get excited about sharing tactics and strategies that can be implemented TODAY.

Follow Me

Latest posts by Tyler Zey (see all)

• The Top 10 Real Estate Websites…what they know that you don’t - January 29, 2018
• 53 Ways To Generate Real Estate Leads with 1 Secret That Will Blow Your Mind! - January 29, 2018
• 200 Real Estate Marketing Ideas- It’s Time To Dominate - January 29, 2018