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The Copy Paste Function Is Not Your Friend When Listing Property

Real Estate Agent with Charles Rutenberg, LLC 4OT01039145

You've worked hard to become a real estate agent and as we all know, it was grueling. Fortunately, all those long hours studying contract law, finance, business, ethics, taxes and fundamental principles of real estate, etcetera did pay off in the end--because now we're all here with our shiny, valuable real estate licenses making a living selling property. Congratulations to us!

The coursework and wisdom within our real estate education toward passing the exam seemed exhaustive. What DIDN'T they leave out? I know; the kitchen sink! Not to bring back those memories and silly puns, but indeed it was the whole hog of real estate, inside and out--or so we thought.

Despite all of the information that got crammed into our brains, and regardless of us thinking that we know everything we ever needed to know about the real estate profession, some essential advice was neglected, and it's important.

Do Not Use Duplicate Content

How often have you seen identical listing descriptions of the same property? Let's take a look at an example from Austin, Texas. I chose a home listing at random in the SoCo (South of Congress) neighborhood, then copy/pasted the description in Google to see what would come up. The results are predictable: the whole page featured listings from different websites, but every single description for this property was exactly the same. I'm not impressed with this phenomenon. Why? While so much was taught to us in the business of real estate, something of utmost importance was missing. What they didn't teach us while prepping to become an agent was: Do not use duplicate content!

Run this test by yourself by entering this query in Google:

"Beautiful single story home in the highly desired McKinney Heights neighborhood. Open floor plan with the kitchen overlooking the living room. Large master bedroom with a huge walk-in closet. Just a short walk to the community pool and sports courts."

Why you should not use duplicate content on your own business website is related to all things Google. Google is a tricky beast and when it notices wording repeated verbatim (regardless of industry) on various websites, it sneers. When Google sneers, your website loses a chunk of power. In other words, unique content on your own website is a real estate must-have because Google values one-of-a-kind wording and in turn, your site will gain power and will rank better than those websites copy/pasting their power away.

Your Friend For Listing Property: Copywriter or SEO Consultant

"…But writing a new description for every single listing will take too much time!" You might be lamenting this right about now, but don't fret. There's an easy solution. Keeping up with our example à la Texan and assuming you're an agent in the "Blueberry in the Red State" why not hire a copywriter or SEO consultant in Austin? Being local, they will be the most qualified to do the job because they have the inside perspective of the city they chose to live in. As a copywriter their profession mandates that they provide unique and well-written descriptions for your listings, which overall, will save you an enormous amount of time, as well as strengthen the power of your website. So, unfriend the tired, old copy/paste function when listing property, and instead, commit to a more friendly relationship to a reliable copywriter or SEO consultant in Austin (or elsewhere) to write worthwhile, unique copy. After some time, your website will move up in rankings resulting in more people finding your listings, and you'll watch your number of sales increase.

Comments (6)

Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

Great point about the copy and paste and the effect that it has on Google. Thanks for the wake up call

Jul 09, 2015 07:44 PM
TeamCHI - Complete Home Inspections, Inc.
Complete Home Inspections, Inc. - Brentwood, TN
Home Inspectons - Nashville, TN area - 615.661.029

 Good Friday morning Anne. I have to agree with Lise  as the copy paste function is not the best in the West. Some folks are really lazy.

Jul 09, 2015 07:49 PM
Sandy Padula & Norm Padula, JD, GRI
HomeSmart Realty West & Florida Realty Investments - , CA
Presence, Persistence & Perseverance

Anne-Laure Touchard Frankly, listing agents resorting to this activity are creating their own monster. Readers are smart enough to bore easily when that déjà vu moment hits. The result? They find original, exciting content to read elsewhere.

Jul 09, 2015 07:55 PM
Alan Kirkpatrick
Austin Texas Homes - Round Rock, TX
Alan in Austin

Anne-Laure Touchard 

Nice post, I have gotten into touble this way one time and learned my lesson. 

Jul 12, 2015 01:03 PM
Anne-Laure Touchard
Charles Rutenberg, LLC - Manhattan, NY
Agent immobilier à New York - USA

Google also just published this article a couple of days ago https://support.google.com/webmasters/answer/66359?hl=en which tells you a bit more about duplicate content and what you can do to minimize it.

Jul 12, 2015 04:42 PM
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Good morning Anne-Laure. This is such an important topic, but one I have never understood. It doesn't matter if you are talking about listings or blogging, copy and paste is bad business.

Jul 16, 2015 08:04 PM