Written by Copycat Staff
July 29th, 2020
Written by Copycat Staff
When you close your eyes and envision your ideal future, what do you see?
Maybe you picture yourself traveling the world, exploring diverse cultures, and trying exotic cuisines. You’re trekking up Machu Picchu, exploring the beaches of Bali, and perusing the streets of Paris. Adventure awaits you at every turn.
Or maybe you’re suddenly transported to your wedding day, standing next to the love of your life, teary-eyed and filled with joy. A sense of peace overwhelms you. Your white picket fence fantasy is finally coming true.
For many Americans, homeownership is a part of their dream. In fact, over 65% of Americans have made this dream come true through a combination of hard work and scrupulous saving.
However, the 5.96 million homes that are purchased each year don’t get sold on their own.
It takes a dedicated team of professionals to get the job done, made up of:
Last but not least, the real estate industry relies heavily on copywriters to produce captivating marketing materials. If you want to become a real estate copywriter, you need to understand what the industry is all about.
Real estate professionals are essentially matchmakers in disguise.
They look for properties for their clients as if they were looking for their perfect mate.
They listen carefully to clients’ desires (3 bedrooms, 2 baths, big yard, etc.), and then they pay even closer attention to the emotional motivations behind these preferences (privacy, safety, security, status, etc.).
True real estate aficionados understand that a potential client needs a home to “feel right” in order to go through with the purchase. Thus, the art of selling real estate is all about instilling that feeling of a match made in heaven.
While emotions drive real estate sales, there’s a lot more going on behind the scenes. A real estate agent has the following responsibilities:
With so much on their plate, most real estate agencies don’t have the time or creative resources to write compelling copy on their own. That’s where copywriters, like you and I, come in.
Armed with a proficiency of language, a real estate writer produces the following types of content:
As a real estate copywriter, most of your work will be featured online. The goal of this online content is to:
If done well, your writing has the potential to connect droves of potential buyers with their dream properties. In turn, you can think of yourself as a matchmaker as well.
So how can you write compelling real estate marketing copy?
Here are some tricks of the trade that will improve your real estate copywriting.
Have you been on Netflix recently? If so, you’ve probably heard of the trending reality show, “Selling Sunset.”
This show follows the lives of ambitious real estate agents in Los Angeles. They hustle to sell some of Hollywood’s most exquisite homes, with clientele ranging from well-known celebrities to foreign billionaires.
The ladies of Selling Sunset sell a lifestyle. They sell the feeling of having “made it” in LA. This simple strategy earns them millions of dollars in commission each year.
While you may not be writing for the Los Angeles elite, the same underlying principle applies to real estate copywriting.
Not everyone in the real estate market is there for the same reason. Real estate agents discover clients’ motivation in person. This enables them to develop a sixth sense about what actually drives their client’s preferences.
As a copywriter for a real estate business, you don’t have this luxury. However, you’re still expected to understand your target audience on an intimate level. You just have to do some strategic online research.
Online forums are a great place to kick off your research, since they’re organized into convenient, niche communities. By immersing yourself in your target market’s world (whether they’re a divorced dad or an eager entrepreneur), you can discover what makes them tick.
Dream Lifestyles Differ Depending on Your Target Audience
Here are a few common real estate players you’ll have to write for at some point or another:
Each of these groups has drastically different priorities, fears, and insecurities. By discovering what they are, you can tailor your copywriting services to be captivating for the correct audience.
Each reader’s ideal lifestyle is founded on core values. By strategically tapping into the right values, you’ll resonate with readers on a deeper level.
Here are a few core values that motivate real estate purchases:
Once you’ve locked down your target audience’s core values, you can speak their language and tailor your copywriting accordingly.
One rookie mistake of copywriting is overloading readers with wordy real estate jargon. Don’t write a long list of property features and call it a day. While features are a great jumping-off point, they shouldn’t be the primary focus.
Here are a few storytelling techniques to try out:
Coming up with the right story is easy(er) when you know who you’re writing for.
When done effectively, prospective buyers will envision themselves in your property. In turn, they'll be eager to schedule a showing.
Are you ready to put these real estate copywriting tips to the test? If so, consider becoming a writer at Copycat. We’re always looking for talented cats to add to our team.
And while we Copycats spend most of our time gazing from windows and scratching the side of oh-so-scratchy furniture, we also have extensive experience writing for the real estate niche.
If you’re in need of great copywriting services for your real estate company, we’d love to show you our skills. At Copycat, we match each of our clients with a writing team that’s perfect for their niche. In turn, you could consider us matchmakers as well.
So what are you waiting for? Reach out to us for a free piece of content today!
Statista. Homeownership rate in the United States from 1990 to 2019.
Satista. Total home sales in the United States from 2011 to 2020.
Bigger Pockets. 7 Reasons Why 90% Of Millionaires In U.S. Are Invested In Real Estate.