As a real estate agent, you are probably aware that one of the most important elements of effective online marketing is the strategic promotion of your services or property listing with the ultimate intention of having the reader take some form of action. Easy as this may sound, copywriting that is geared towards this target is an art that requires practice in order to be successfully mastered. What you may not realize is that your prospects want more from your copy than just a description of what you do and how you do it. Many, in fact, will survey your words in search of a "relationship" of sorts.

A personal, inviting copywriting voice takes effort to project.  Trends in today's marketplace demand innovative copy. Generic wordage, industry jargon or excessively company-focused copy just doesn't cut it when you want to convey understanding and show concern and solutions for potential clients issues. You need to speak to your target customers in a language they will understand and communicate to them the benefit potential of a relationship with you. And it's quite simple, too - just keep in mind that it's not only about what you can do, but what you can do for your customer! 

There are some simple steps that can help you in your quest to engage potential homebuyers and sellers and make them want to choose you over the competition. When writing the copy that will be used on your website or blog post, it is important that you direct your pitch to an individual, rather than to the collective population.

 Since many agents out there think in terms of "what services do I offer?", you can automatically stand out if you just tweak your perspective to focus on "what benefits do I offer to potential clients?" Of course, your site will still include the listings and/or services you provide. Just make sure the descriptions of such integrate the advantages they present as well. For instance, pay close attention to the differences in the following:

With over 30 years of experience, XYZ Company takes pride in being one of the best in the industry.  Each and every one of our clients is entitled to dedication and outstanding service as they search for their dream home.

Here's the new version:

When you want to work with the best, give XYZ Company a call!  You will benefit from more than 30 years of industry experience and be entitled to quality service and detailed attention as we help fulfill your dreams of homeownership.

Of course, anyone can say they deliver benefits, but few can say it persuasively. Once you've identified yours and determined which are the most compelling, it's time to plug them shamelessly on your site!  However, you must also make a point of supporting these claims. You may get some insight on this from your sales team, or perhaps to just think of yourself on the other side of the fence. What do you look for when you are a customer? Convince the reader that you really can deliver these benefits, and keep it short, sweet, and directed towards them.    

In the end, the message is simple: allow potential clients to gain insight on the benefits offered when choosing to work with you. Remember to concentrate on using customer-oriented words rather than company-focused ones. When you put yourself in your customer's shoes, you're more likely to get their attention and connect with them so that they will be more inclined to respond in a way that will be valuable to you both.