What Is a Real Estate Copywriter, and Do You Need One?
Sarah Edwards
Successful real estate agents will have solid networks of professional contacts, but these networks rarely include a real estate copywriter.
Ask any experienced agent, and they’ll show you a contact list full of go-to experts in just about everything:
- Lending
- Inspections
- Repairs
- Photography
- Appraisals
Your own contact list of reliable pros probably comes to mind. But do you have a copywriter on standby? If not, it might be time to expand your network.
A real estate copywriter specializes in creating written content for real estate agents and brokers. They have the know-how to market your services and showcase the unique value you bring to the table.
Here’s everything you need to know about real estate content writers, including why you need one and what they can do for your business.
What Is a Real Estate Copywriter?
A real estate copywriter is a content creator who produces written content for real estate professionals. They understand the challenges facing your business, the goal of your content marketing strategy, and the rules you have to abide by.
A skilled writer can create a wide range of content to attract clients and strengthen your professional reputation:
- Social posts
- Blogs
- Persuasive marketing copy
- Landing and service pages
You decide what kind of content you want and provide a little input into things like tone and branding. Then, a real estate content marketing professional turns these ideas into engaging material.
Why You Need a Real Estate Copywriter
The real estate industry is in an era of massive change. You’re adapting to transformations in everything from how deals get done to how you acquire clients.
Referrals still matter, but they aren’t the ace in the hole they used to be. Today, over one-third of buyers find their agents online. To connect with them, you need a strong online presence, which means publishing high-quality written content.
As a highly motivated real estate professional, you might be tempted to try your hand at creating your own content. But you understand the value of partnering with the right person to accomplish a goal.
In fact, you’ve probably had similar conversations with countless sellers as you outline the difference between working with an agent versus going for sale by owner. Doesn’t your own brand deserve that kind of professional attention and the return on investment it can deliver?
What a Real Estate Copywriter Can Do for You
Teaming up with a real estate copywriter who offers content writing services will help you:
Keep a Consistent Brand Voice
An expert in copywriting for real estate will maintain a consistent voice across every platform and piece of content. If you handle content creation yourself or rely on several freelancers, there could be a lot of variation from piece to piece.
You’ve worked hard to build your professional reputation. Let a copywriter capture that brand image and convert it into the written word. They know how to convey the value you deliver in a way that clicks with your audience.
Appeal Emotionally to Buyers and Sellers
Translating the energy and confidence of your sales pitch into the written word can be tough. Sometimes, things get lost in translation. A real estate copywriter uses the power of language to appeal emotionally to buyers and sellers.
Buying or selling a home is one of the biggest projects most people ever take on. When your online presence conveys that you know how to oversee that process, potential clients will have much more confidence in your abilities. That’s the benefit of professional copywriting.
Publish Content at Scale
A real estate blog helps you stay relevant among your target audience. In your blog, you can offer updates about the local market or share tips with homeowners who are considering selling.
However, there’s one big problem with keeping a blog: You don’t have the time to create enough content on your own. Even if you can find a few hours here and there, is it really the best use of your day? Not even close.
A real estate marketing professional can create high-quality content on demand. They deliver publish-ready assets that you can incorporate into your website, social media page, or printed materials. In the meantime, you can focus on nurturing incoming leads and winning new business.
Position Your Brand in the Best Light
Real estate copywriters don’t just publish advertising content for your brand. They also create copy that is genuinely helpful. That can do wonders for your reputation. For example, providing free homebuying or maintenance tips via a blog shows your audience that you care about helping them.
Adhere to Fair Housing Act Language Rules
As an experienced real estate agent, you’re deeply familiar with the Fair Housing Act and other laws that limit the type of language you can use. While it is important to review any content that bears your name, an experienced team will do all of the compliance work for you.
First, a copywriter who is familiar with real estate marketing laws will create your content. Then, an editor will conduct a second pass to verify that the content does not include any prohibited language. Multiple layers of review give you peace of mind and protect your livelihood.
Get Noticed With Our Real Estate Copywriting Agency
At Write Collective, our skilled writers, editors, and account managers deliver real estate content that positions your brand in the best possible light. Flexible content marketing packages allow you to order as much or as little copy as you need for realtor social media posts, blog, landing pages, or service pages. Attention to detail and capturing your brand voice are our top priorities. Want to learn more about what a real estate copywriting team can do for you? Get in touch today.
About Sarah Edwards
Sarah Edwards, the founder of Write Collective, is an SEO and content marketing expert with a strong track record in helping businesses, agencies, and individuals in every sector establish credibility online with strong links, optimized webpages, and superior copy.