Did you know – there are even more kinds of copywriters than kinds of real estate agents.
The overall term “copywriter” encompasses a great many specialties, and only some of them are related to making sales.
Copywriters create catalog product descriptions, inserts in prescription medications, instructions that come with your new appliance or technical gizmo, political propaganda/advertising, and government articles, brochures, instructions, etc.
“Madison Avenue” Copywriters create those catchy radio and TV ads – both the ones that make sense and the ones that leave you wondering what they were talking about.
Then there are the high-powered copywriters who write “magalogs” and entice you to buy financial and health newsletters. They’re the ones who make the big dollars because they get their fee plus a percentage of the sales.
While the Internet is filled with people writing – some who are copywriters and some who are not – almost any marketing or informational writing you see in print was created by a copywriter.
When they need words that sell, smart marketers choose a copywriter who has some knowledge of their product – or at least of their product category.
Just as a smart property owner chooses an agent who specializes in his or her kind of real estate, smart marketers choose a writer who specializes in the kind of copy they need.
Just as there’s a huge difference between selling rural homes, waterfront condos, farm land, and high-rise commercial buildings, there’s a huge difference between selling / promoting pharmaceuticals, over-the-counter remedies, software, technology solutions, stocks and bonds, educational institutions, industrial equipment, cosmetics, and on and on and on.
In my opinion, real estate is in a class by itself.
Unless you’re exclusively a buyer’s agent, as a REALTOR® you have a twofold marketing mission. If you list homes, you must market them. You must also market your own services.
Additionally, your relationship with clients is of a personal nature. In many ways, it’s even more personal than that of a doctor with a patient – now that specialists have become the norm and doctors working in Associations are allotted only a few minutes with each patient.
You spend a good deal of time with your clients. In that time they share their hopes, dreams, and fears – and their financial position. You deal with them in a business transaction, but must be attuned to their emotions and how those emotions might affect their decisions.
You and they form a personal relationship, even if limited. Because of that, they need to believe that they can trust you.
Your message must make them feel that you’re a good person, that you know the market, that you know how to conduct a smooth real estate transaction, and that you will be available when they need you, will tell them everything they need to know, and will protect their interests at every turn.
This is the primary function of your agent bio, but should subtly transmit to them with every message you send. Something about your marketing must speak to your prospective clients on an emotional as well as a professional level, even if it’s subliminally.
A true real estate copywriter understands all that and will work to present you as the professional your prospects can trust both personally and professionally.
The writer who creates software promotions or sells financial newsletters must establish trust, but that is trust in the product, not the person. It’s on a different basis because the seller and the consumer will not form any kind of personal relationship.
By the way… No matter what you’re selling, it’s a terrible idea to begin your message with “I” or “We.” Marketing has to be all about the customer and his or her wants, needs, interests, or goals if you want to appeal to them. They’re all tuned in to station WIFM (What’s in it for me) and it’s your job to answer that question – quickly, before they run away.
In my opinion, the very worst opening line in any marketing message begins with “I want…”
When you need a real estate copywriter, call me!
Real estate is my specialty.
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