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.
Beyond 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.
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