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  • Writer's pictureChristy Murdock

Why real estate agents need professional copywriting to stand out in a competitive market

The real estate market in 2024 is more competitive than ever before. The lock-in effect, low inventory and consumer confusion following the National Association of Realtors’ commission settlement have made it increasingly difficult to clearly articulate a compelling value proposition and to keep leads and members of your sphere of influence engaged.


a professional copywriter typing on a computer

According to Fannie Mae, 2024 could be the worst year for home sales since 1995, with a projected 4.74 million. With 1.5 million active Realtors, that means there aren’t many sales available out there for each agent and broker, so standing out is more important than ever.


In addition, ever since the commission settlement, agents have had to do more than ever to effectively communicate the value they offer as they negotiate commissions and convince buyers to sign buyer agreements before looking at homes.


You need to cultivate ongoing marketing and outreach efforts to past clients, homeowners in your geographic farms, inactive leads, both purchased and organic, and to repeat and referral clients with high-quality, professionally written content.


You need to offer a sophisticated marketing plan to potential listing clients that includes compelling property descriptions and other marketing collateral. You may need a new bio, new website copy, SEO-optimized blog posts and more to make your digital footprint as compelling and attractive as possible.


You need a professional copywriter.


The changing landscape of real estate marketing in 2024


The digital landscape has shifted, with more buyers and sellers relying on online searches well before contacting a real estate agent. At the same time, however, according to NAR statistics, 90 percent of buyers and sellers would use their last agent again or recommend them to others.


The disconnect? Too many agents don’t stay in touch and top of mind with former clients and potential buyers and sellers. They don’t reach out with value-added content or even a friendly word of greeting on a consistent basis.


Online real estate marketing collateral like YouTube video tours, SEO-rich websites, buyer and seller webinars, market analysis and more allow you to provide value again and again and give you the ability to leverage technology to stay in touch and give potential clients a reason to reach out to you. It allows you to display your expertise and become the go-to resource for anyone in your market who needs real estate questions answered.


A professional copywriter helps you navigate a changing market and changing consumer preferences by creating compelling SEO-optimized content.


Why great copy is key to converting leads


Persuasive, clear copy is essential for lead generation and conversion. Professional copywriting can allow you to craft targeted messaging that speaks directly to your ideal clients. Well-written and compelling property descriptions, website content and social media captions turn browsers into buyers.


Search engine-optimized copy ensures that your message gets in front of buyers and sellers in your area. Long-tail keywords focused on local neighborhoods, niches and sub-markets can help your listings, blog posts and website pages make you easier to find online. When potential clients reach out to you or Google you, what do they see? Outdated profiles from a previous brokerage or a well-written, optimized website where you can show off reviews and testimonials and value-added market and transactional information?


Freeing up agents’ time for what they do best


Did you get into real estate because you love writing copy and developing marketing materials and strategies? If so, you can stop reading now.


Okay, for the rest of you who got into real estate to work with clients, show homes, and share your market and economic expertise, you’ve got enough tasks to juggle, from meetings to showings to transaction paperwork, leaving you without much time to develop, create, optimize, load and share content. A copywriter can take over the writing for you so that you can concentrate on what you do best — selling homes.


Time savings, productivity and more closings: That’s what professional marketing help can do for you and your business. 


Elevating professionalism and brand voice


You’re not like everyone else out there, and a professional copywriter can craft consistent, polished copy in your brand voice, reflecting your values and professionalism. Great, accurate writing enhances your credibility and professionalism, helping you build trust and authority with clients and leads.


Generic content or AI-generated content copied and pasted from ChatGPT won’t allow you to stand out from competitors on your website, in emails or in social media copy. It won’t allow you to provide optimal service to your clients when you’re marketing their listings. A professional copywriter can do those things and ensure that you stand out from the crowd for the quality of “your” writing — because it does become your writing upon delivery.


Content marketing, including blog posts, newsletters and email campaigns, nurtures your relationships with current and potential clients. A professional copywriter can write engaging content that informs, entertains and brings readers back for more.


By regularly updating and providing relevant content, you maintain client interest and relationships and ensure that your name is the one that comes up when they’re chatting with friends and colleagues about real estate.


Cost vs. Benefit: Why copywriting is an investment, not an expense


Does professional copywriting cost money? Yes, but that’s not an expense — it’s an investment. 


Realtors are suing the big-name portals over the poor quality of paid leads. Imagine spending thousands of dollars each month for fake phone numbers and email addresses or for “potential clients” or for leads who ask one question and then ghost you. That’s the reality of most paid marketing strategies in today’s consumer-savvy landscape.


Now compare the return on investment when you hire a copywriter to help create professional content that lives online, improving your SEO and page authority over time, and offering you opportunities for repurposing content across multiple platforms. Hiring a copywriter is a smart investment that pays off time and again. One piece of well-written content can generate more leads, close more deals and help build your personal brand, paying dividends over and over in the years ahead.


From SEO to time management, lead conversion to trust building, professional copywriting offers you the tools you need to stay ahead in a competitive market. If you’re ready to elevate your real estate brand and business with professional copywriting, let’s talk. If you need:


  • a new bio

  • website copy

  • blog posts

  • podcast interview questions

  • youtube scripts

  • property descriptions

  • email blasts

  • direct mail marketing messaging

  • professional ghostwriting


I’m here to help.

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