Frequently Asked Questions About Real Estate Copywriting
What do you want to know about real estate copywriting in general – and the products and services specifically offered by Copy by Marte?
Hopefully this page will answer most of your questions. If not, please do drop me a note. I’ll answer you, then add the question and answer to this page.
What is a real estate copywriter?
A real estate copywriter is a writer who specializes in writing the materials necessary for a real estate agent to promote themselves and their listings. Real estate copywriters also write for individuals such as lenders, stagers, appraisers, and investors, who provide related services.
What does a real estate copywriter provide?
Under the umbrella of “Words,” each writer has his or her own list of services.
Copy by Marte can provide:
- Web copy – for both promotional pages and informational pages, such as Community profiles and buyer and seller advice pages.
- Agent bios / profiles – for use in flyers or brochures and on company websites, agent websites, and social media sites.
- Mimi-bios – to be used as an insert with prospecting letters.
- Personal brochures.
- Prospecting letters – custom letters or the pre-written letters available at https://copybymarte.com/prospecting-letters/
- Postcard copy – Custom and pre-written
- Blog posts – Again, these may be custom posts or the agent may subscribe to my weekly blog post service.
- Property descriptions – for MLS comments, for flyers, for pages on an agent site, for entire websites devoted to one listing, or for magazine spreads.
- Community pages
Do you provide graphic design and layout?
In general, no. I’m not the least bit artistic. However, when writing a personal brochure, I do a general layout in Publisher in order to see how many words will fit in each of the spaces.
How does a real estate copywriter gather information?
A real estate copywriter gathers information from his/her client via both phone and email, does research where appropriate, and relies on his or her own knowledge of the real estate industry to produce copy that promotes the client.
How are real estate copywriters paid?
Copywriters, whether for real estate or any other industry, are paid in three ways:
- By the word
- By the hour
- By the project
Why does Marte of Copy by Marte choose to be paid by the project?
There are several reasons why I prefer to be paid by the project. One of the most important is that I believe my clients want to know the cost of their copy before they decide to go forward.
Personally, I prefer not to work by the hour because I don’t like to keep track of my time, and because it would be unfair to my clients. When I do research, I sometimes wander far from the original search – finding interesting information that would not be relevant to my client’s project.
I don’t believe in charging by the word, as I think it leads some writers to add fluff where concise copy would better serve their clients. On the flip side of that, a writer trying to keep a client’s costs down might leave out words that should be left in.
Are all real estate copywriters agents or former agents?
No, most copywriters are not. I am. I was an agent for 10 years and then an owner/broker for 9 years.
Why should agents choose a copywriter with real estate experience?
Because we understand your business. We know that along with competence and market knowledge, you must project an image that promotes trust. While listing agents must present their homes for sale in a manner that attracts buyers, most of the time an agent is selling himself/herself.
Why do so many real estate agents hire a copywriter to write their profile/agent bio?
Because writing about yourself is the most difficult writing of all. Even agents who write all the other copy for their websites and blog daily, often turn to Copy by Marte for bios. They find that after days of writing and re-writing, they feel “stuck” and frustrated, so they turn to a professional copywriter.
Why is a real estate profile/bio important?
Because surveys show that the “about me” page is the 3rd most read page on a service provider’s website. Today’s consumers want to know something about the people they plan to do business with.
Should a real estate profile/bio be written in the first person or the third person?
Most believe, and I agree, that a bio should be written in third person. It simply sounds less arrogant and “braggy” when someone else is talking about the wonderful service you provide.
What should a real estate profile/bio include?
A real estate bio should include details that reveal what you feel is most important about the service you provide. It could be your listening skills, your patience, your determination, or your willingness to go beyond what is expected from a REALTOR®.
Your bio might also make reference to your favored niche and offer proof of your expertise by mentioning how you acquired some of your specific skills. Lastly, it should offer insight into who you are as a person by mentioning hobbies, volunteer work you do, your pets, etc.
For a more detailed explanation of what goes into a good agent bio, click here.
Why is it important for clients to keep the paragraph breaks and blank lines in the copy provided by their real estate copywriter?
Because these paragraph breaks have been well considered and inserted to create a pause between thoughts. In addition, long blocks of copy without paragraphs breaks are difficult to read and thus turn readers away.
The words are important – and the page layout allows those words to be read.