Is it necessary for a real estate copywriter to have real estate sales experience?

It can be helpful if the person writing your real estate web copy, prospecting letters, and other marketing materials has experience in selling real estate, but I don't think it's necessary.

While a writer with real estate sales experience will know about things like the Fair Housing and ADA laws that restrict what you can say in advertising, that is information you can provide.

It's also important for your writer to know something about what you do and about what makes a house sell or not sell. Those are also things that can be learned. A good writer could absorb that information simply by spending some hours reading Active Rain blogs and talking with agents.

Mortgage rates and news about federal and state programs and laws affecting real estate are also available to anyone who searches. Google alerts can keep writers informed when there's something new to know.

young coupleBeyond that, the most important thing is that your writer can visualize your prospects and tune in to what matters to them.

Because I was an agent for 19 years, I know about YOUR challenges. But that isn't what's important when I'm writing to your customers.

When I'm writing FOR an agent rather than TO an agent, it's more important that I understand the real estate consumer's concerns.

In that regard, writing real estate copy is no different than writing for any other product or service sold to consumers.

One of the first steps is to visuzalize some individual who would want or need what you're selling.

Then think about them:

  • What do they want or need that you can provide? 
  • What problem do they have that your service can solve?
  • How can doing business with you make their life better in some way?

So to answer the question: Does your copywriter need real estate sales experience?

No.

It's helpful. But all your writer really needs is to listen well, do the research, and tune in to your prospects' wants and needs.

Well - A real estate copywriter also needs the ability to write well. But I'm assuming that any writer you consider will have that ability.

marte@copybymarte.com
www.copybymarte.com

Priest River, Idaho
208-448-1479

 

Call on Copy by Marte for:

Custom Web Copy....Agent Bios....E-mail Campaigns
Newsletters....Postcards....Custom Prospecting Letters
Articles....Blog Posts....Print Ads

PLUS

Pre-written real estate letters that save you time and money -
and keep you in touch with your prospects.

 

 
Star Posted by Marte Cliff on 06/01/2012 12:22 AM   Comments (23)   in the ActiveRain Channel   real estate copywriting, real estate copywriter  
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23 Comments on R E Copywriting FAQ's - Does my copywriter need RE sales experience?

20 Most Recent Comments Displayed Show All

JUN
01
1,521,064 Points 275 Featured Posts Localism Sponsor Outside Blog Attended Rain Camp Called Shot Master

Good morning, Marte.... one should know the business in order to write about it.... you know the business and that's a great advantage for you....not everyone has that but they should.
5:04am • #4
1,951,383 Points 478 Featured Posts Localism Sponsor Attended Rain Camp Called Shot Master

I agree with Barbara above.  You are a better writer of real estate matters BECAUSE you have the knowledge and experience.  Many writers about real estate do NOT.

 
5:17am • #5
730,739 Points 15 Featured Posts Outside Blog Called Shot Master

Marte, what you are saying here is true. However, the agent is fully responsible for everything the copywriter documents as if they had written it them self.
5:29am • #6
1,118,554 Points 101 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

I was an advertising copywriter for 9 years prior to my start in real estate 20 years ago... I think That was helpful for me.  And I write all my own advertising copy.
5:29am • #7
1,139,263 Points 154 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

I think a combo of knowing real estate and understanding the customer is key.  You should have both to be a great copywriter and provide added benefit to an agent. And, you do.
5:30am • #8
839,780 Points 69 Featured Posts Outside Blog Called Shot Master

There is no substitute for experience unless you want to bring in Science fiction....Then, anything is possible. Seems like the girls have this one covered...
6:57am • #9
300,008 Points 7 Featured Posts Outside Blog Attended Rain Camp

Hi Marte, yes, I know that it is not necessary, but I think it is highly advantageous  that you do posess that experience.
8:01am • #10
628,490 Points 1 Featured Post Outside Blog

Marte, you hit a key point, who needs,wants or can use your service and write to them. Excellent advise. 
10:04am • #11
569,544 Points 1 Featured Post Localism Sponsor Outside Blog

Hi Marte,   Put me with those who feel it is a definite plus to have worked in the field and been successful !    Have a great weekend !
10:07am • #12
107,942 Points 3 Featured Posts Outside Blog

Hi Marte, keeping your target buyer audience in mind does not mean writing to the masses...you're advice is spot on.
5:09pm • #13
1,125,896 Points 90 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

Interesting post. I don't use a copywriter as I write all my own posts but I can see that experience in real estate could really help the writer.
5:37pm • #14
1,526,617 Points 164 Featured Posts Localism Sponsor Outside Blog Attended Rain Camp Called Shot Master

Unfortunately not everyone has your understanding of the real estate business and it can show in their writing.  Anyone hiring you is fortunate to have a combination of writing skills and understanding of real estate.
5:58pm • #15
941,573 Points 94 Featured Posts Outside Blog Attended Rain Camp
Like you say... it is helpful to have a clue, for sure. Also, of course, good guidelines from the person that hires the copwriter are probably very helpful.
8:01pm • #16
1,116,433 Points 117 Featured Posts Outside Blog Attended Rain Camp Called Shot Master

Marte will stated....it makes a difference in how the copywriter looks at things...

When I'm writing FOR an agent rather than TO an agent, it's more important that I understand the real estate consumer's concerns.
8:05pm • #17
548,316 Points 9 Featured Posts Outside Blog Called Shot Master

Marte:

If I had a choice between a copywriter with real estate experience or without.  I would always go with the one with real estate experience.  You know what you are writing about.
9:21pm • #18
586,870 Points 106 Featured Posts Outside Blog Called Shot Master

 Wow - thanks for all the comments. I was gone all day, and came home to a surprise!

Wallace - the broker should definitely review an agent's marketing materials. But I'm not so sure that all do.

Bobbie - Thank you - but I'm only one of several.

Tammy - Yes you can. I'm sure you'll agree that that it's good fun to learn all you can about a product or service, then write about it. One of my favorite projects was writing web copy for men's hairpieces - and much of the fun was in learning all about how they're made.

Barbara - Thanks. And anyone can, if they take the time.

Lenn - Yes, I've seen some examples of that.

Michael - Absolutely. It's the agent's name on the copy when all is said and done.

Tammy - You have an advantage over your competitors - you know what makes effective marketing copy.

Debbie - Thank you. You always say such sweet things.

Richie - Science fiction and real estate. We could probably write a story about that...

Sandy - I know it's not necessary because I have a friend who writes web copy for real estate agents, and her only real estate experience is as a consumer. She understands the business from that point of view.

Adrian - Always write to that one person who needs you.

Bill - Thank you. I wish you a great week-end as well. I took my time off today - now had better work hard tomorrow!

Kim - Yes, writing to the masses doesn't work. You have to write to "someone."

Erica - and from what I've read, you do a fine job!

Cindy - Thank you. That understanding can be gained by having "been there and done that" or by study and discussion.

Melissa - Good guidelines from the agent are essential - because even if you "know the business" each agent is a little different.

Anna - Thanks. Yes, it's two entirely different approaches.

 
10:22pm • #19
292,425 Points 20 Featured Posts Outside Blog Called Shot Master

Marte,

That makes perfect sense to me.
11:11pm • #20
423,185 Points 16 Featured Posts Called Shot Master

Hi Marte, from what I have read on active rain, you seem to be a strong asset to have on any business team, with strong knowledge and concerns for many fields.
11:41pm • #21
JUN
02
1,068,614 Points 70 Featured Posts Outside Blog Called Shot Master

Going back to the basics and answering the who, what, when, where, why in the copy directed to a specific audience is a winning combination for the writer....the audience and the realtor...good post !
4:14am • #22
586,870 Points 106 Featured Posts Outside Blog Called Shot Master

Thanks Lloyd

Bob - Thank you. Real estate is the primary field. But I've had fun writing for a variety of businesses.

Sally & David - That's right - Copywriting always comes back to the basics.

8:31am • #23

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Marte Cliff

Priest River, ID

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Marte Cliff Copywriting

Address: 1794 Blue Lake Road, Priest River, ID, 83856

Office Phone: (208) 448-1479

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Author Bio: Marte Cliff is a freelance copywriter who specializes in writing for the real estate profession.

Thoughts, ideas, insights, and tips on real estate copywriting and real estate marketing.
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