6 reasons you should stop writing your own real estate copy

Real estate agents all across Australia face the same struggle, writing good copy.

You might love being creative and writing your own copy or you might be like many other agents who hate the idea of having to sit down and spend over an hour stringing words together.

You don’t take photos of the homes you sell with your phone, right? You use a professional photographer who will capture beautiful, crisp photos of the home.

So, why don’t you use a professional copywriter to create beautiful, crisp copy?

Whether you’re an agent based in Brisbane, Sydney, Melbourne, Perth or anywhere in Australia, a real estate copywriter can take all the copy needs off your hands, giving you more time to do what you do best – sell.

Still thinking, why should I work with a real estate copywriter?

Here are six reasons why you should give up writing your own copy.

Reason 1 – Hours of timesaving

You’re busy. Real estate is a 24/7 gig. When you’re not closing deals, you’re negotiating with vendors, talking buyers through the contract, dropping in and out of the office, prospecting and the list goes on.

The greatest tangible benefit of working with a real estate copywriter is the timesavings you’ll bank.

With 446,800 houses and 144,500 units sold in 2021 Australia wide according to Domain, that’s over half a million potential property listings to be written. That’s over half a million hours spent writing, with the average listing taking anywhere from 45 min – 1 hour.

What can just one extra hour buy you? Does it get you the chance to nurture another lead or the opportunity to negotiate a better deal for a client?

The value of these two examples could significantly outweigh the price of outsourcing your property listing descriptions to a real estate copywriter.

Now duplicate this by the number of properties you list a year and that quickly adds up to a lot of opportunities you could capitalise on.

Working with a copywriter could be as easy as filling out a short and simple online brief that captures what you think is the property's key features, the target audience and includes a space for you to drop a link to the property photos and videos. Then simply wait for the description to land in your inbox within 24-48 hours. It could be that simple.

Reason 2: Seal the deal with current buyers

We all know the real estate market is a crowded and often overwhelming place for buyers.

Make your property ads a place that buyers want to click through to with quality, non-shouty copy.

Quality ad copy is powerful. It can drive your ad click-through rates, generate more qualified enquiries, boost your open home numbers, and spark serious buyer interest resulting in less time on the market.

Each buyer’s ideal lifestyle is grounded by their core values. A good real estate copywriter will uncover exactly what those values are and use that knowledge to craft copy that resonates with your buyers and builds an emotional connection between the property and themselves.

Reason 3: Attract and score those prestige property listings

The investment in professional copywriting for prestige properties is invaluable.

A property listing without finesse and proper editing could harm not only the property's reputation but the listing price.

The best way to show vendors you’re professional and able to handle listings worth millions is to produce professional work consistently.

Quality work paired with a sharp agent bio and web content such as authoritative blog posts, can position you and your agency as the trusted experts in your area.

Reason 4: Get better results fast with typo-free copy

In a BBC article Duncombe states that ‘…sales figures suggest misspellings put off consumers who could have concerns about a website's credibility’.

Research conducted by Redfin a national real estate brokerage, and Grammarly, an online proofreading application examined spelling errors and other grammatical red flags in 106,850 luxury listings in 52 metro areas in 2013.

Reported by Sanette Tanaka for the Wall Street Journal, the analysis shows ‘listings riddled with technical errors—misspellings, incorrect homonyms, incomplete sentences, among others—log the most median days on the market before selling and have the lowest percentage of homes that sell over list price.’

On the flip side, Tanaka states the research shows '…listings priced at $1 million and up show that "perfect" listings—written in full sentences without spelling or grammatical errors—sell three days faster and are 10% more likely to sell for more than their list price than listings overall.’

The benefit is clear. Clean copy gets better results, quicker.

Good grammar instils credibility and respect which are non-negotiables when it comes to being a real estate agent. If you make basic errors in a property listing, it can look rushed and leave your clients thinking if you’ll also rush through something such as contracts and other important legal documents.

Reason 5: It’s a chance to ‘value add’

Imagine telling your vendors that not only will they receive professional photography and drone shots, but they will have a professional copywriter to write the listing material.

This takes your marketing offer a step above most agents. It shows your vendor that you are dedicated to doing all you can to ensure their property presents and sells for optimum results.

Adding a professional copywriter to your marketing suite can be a useful tool and instantly add value to your vendors experience.

Reason 6: Get all your copy needs sorted

You can have one point of contact for all your copy needs including property listing descriptions, estate listing descriptions, agent bios, blog posts, website copy, brochure copy, LinkedIn profile copy, and more.

Working with one copywriter gives you the peace of mind that your content will always look and feel like your individual tone and style.

Let your sales associates and assistants help you get valuable new leads and leave the copy details to a copywriter who handles words day in and day out.

Are you a real estate agent in Brisbane, Queensland or Australia and find writing real estate copy a drag?

Get more time to do what you do best - sell - and let me take care of the leg work.

Head over to my website to see my real estate copywriting services and rates.