How Website Copywriting Helps Realtors
As a real estate agent, you want to give clients and potential clients the information they’re looking for. You also want to showcase your expertise and explain the value you provide. Whether you’re selling specific properties, looking to gain new clients, hoping to attract people to your services, or any combination of these goals, website copywriting can help.
Here are five ways that writing great web content can help real estate professionals.
Provide Local Information
Many people who are searching for a new home want to know more about the areas they’re considering. As a real estate agent or anyone selling a home, it’s in your best interest to provide them with this information. Details about local schools, parks, amenities, transit and transportation, crime, nightlife, etc. are coveted by those looking to buy a home.
A person may not start their search by looking for a real estate agent or for specific homes to buy in an area. They might first want to learn more about the region before they do a more detailed search. If you give them the information they want, you’ll show that you understand the area and that you are a trusted source of information and guidance. This will help build trust in your abilities and showcase the neighnourhood as well. Telling people all the great stuff about an area will encourage them to want to live there, and therefore make them more interested in the properties that are available and the agents who work there.
Real estate is a very local business. Show that you know the areas where you work.
Showcase Your Knowledge
If you have specific qualifications or experience that you want people to know about, include this information in your website content. Let visitors know how many satisfied clients you’ve worked with, for example, or how long you’ve been working in the area. This not only shows that you have the right knowledge and experience, but it can also help build a personal connection.
Give Potential Clients What They’re Looking For
As mentioned, your web content is a great way to showcase what you know. Provide clients with details on properties, the areas they’re located in, and more. Show that you know what your clients want and that you can help them.
In addition to giving details on the local area, as mentioned above, you may also want to give details on mortgages, financing, etc. if you think this is the information prospective clients are searching for. Again, not everyone will start their search for a new home by looking for agents or viewing specific properties. Think about what someone would want when they’re beginning their home search. They might want to know if an area has good schools, or what sort of mortgage they can get, or how much they can afford. If you give them this information, you’ll build trust and they’ll see how valuable your services are.
Avoid Buzzwords & Jargon
There are certain terms and words that are frequently used when discussing real estate. You are probably familiar with these terms, and you may feel comfortable using them, but many clients may not. Often, it doesn’t look impressive if you use industry terms. Instead, it could confuse and even possibly alienate visitors.
There are also some terms that aren’t complicated or technical, but that are overused. For example, calling a property “gorgeous” or “charming.” These terms are used for nearly every home and, as such, they are often ignored by clients. Instead, try to be more descriptive. Why is a home gorgeous? Does it have high-end features? Is it historic? Does it have unique details? If so, explain what they are and why they’re desirable. This will help attract clients to the home and show them that you understand the benefits of the property.
Know Your Audience
Who are you trying to attract? Do you want to appeal to urban professionals? Young families? Established buyers? Downsizers? Think about your audience, then create a profile of this audience. What are they looking for in a home? What sort of agent to do they? What information are they searching for? A young professional may care more about transit and nightlife, for example, while a family might be more interested in local parks and schools.
Different audiences will also want different services. For instance, first-time buyers may want more guidance and assistance on the process of buying a home, while a more experienced client might want to have a more two-way working relationship.
If the area you work in, or the properties you sell, appeal to specific audiences, give each of them what they’re looking for. This can change for each property or region, so you may need unique, focused content for different situations and audiences.
Explain What You Can Do
You’ll want to explain how you can help buyers and sellers as a real estate agent. Explain the benefits of working with a realtor. Show them the value that you provide. Let them know what it’s like to work with you. This might be a person’s first real estate experience, or a prospective client may have had bad experiences in the past. By letting them know what services you provide, and how you can help them, you’ll build trust.
Sell yourself, but don’t be pushy or aggressive. And don’t promise more than you can deliver. This is setting up future disappointment. Instead, be honest and open.
You’ll also want to make the next steps clear. If someone is interested in a property, or looking to work with you, what should they do? Should they contact you online? Should they make a phone call or send a text? Should they ask for more information on specific properties or set up a meeting with you? What’s the next step? Let people know and don’t assume they understand your process.
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