A lot of sales agents end up writing their own marketing copy by default because they can’t find an experienced copywriter in their area, they want to save a few bucks on the campaign, or they just don’t see the value in outsourcing copywriting when they think they can do a perfectly good job themselves.
Fair enough. But remember when digital cameras became popular and everyone took their own property photos for those same reasons? Luckily agents have mostly realised that the money or time saved shooting houses themselves wasn’t worth it, and the results of a professional photography are well worth the money.
Is it the same with copywriting? Can you tell if your own writing is marketing the property as well as it should? In the same way that you can instantly spot a bad photo, people can also spot bad writing.
If you want to write your own copy, here are a few tips to help.
1. Describe the features of the property that match it’s target market.  The first thing you need to determine with any property is – who is the target market? Downsizers, up-graders, large families, young hipsters, investors, first home buyers, prestige lifestyle seekers … The list goes on and each market is looking for different attributes.
Investors want low maintenance, secure properties that are close to transport and amenities; first home buyers are looking for affordability and the chance to update and add value; families want outdoor space, multiple living areas and schools nearby (preferably good ones).
The idea is to highlight these saleable features and present them in a fashion that is clearly understood by that market.
2. Establish a cliché-free zone.  Real estate ad copy is littered with clichés. Overused terms reveal a lack of original thought and potential buyers (and sellers) are quick to associate this shortcoming with your brand values.
3. Make it easy for the reader.  People are time poor and skim copywriting for key bits of information. Auckland’s increasing buyer market of non-English speaking background is even more reason to write in a manner that is easily understood.
4. Writing for Web vs Print.  Do you use the same text for both print and web marketing?
You will have seen when browsing listings online the character limit only allows a few sentences show up before the ‘click here’ link, therefore you need to be careful how you craft that first paragraph.
Web readers are also more likely to be from ‘out of area’ so information on the suburb will be of interest, whereas print readers tend to be more local and know the area already.
5. Outsource copywriting for a professional result.
I write copy for agents all the time and have an excellent quick turnaround service for just $55+GST.
I encourage you to try it out to see the difference and how easy it is to outsource.
My number is 0800 300 311.
Market knowledge, attention to detail, professionalism and engaging copy works on many levels.
And that’s about it.  Happy copywriting.