When you need real estate marketing copy, use a real estate copywriter

Services for Real Estate Pros with Marte Cliff Copywriting

Did you know – there are even more kinds of copywriters than kinds of real estate agents.

The overall term “copywriter” encompasses a great many specialties, and only some of them are copywriter using laptoprelated to making sales.

Copywriters create catalog product descriptions, inserts in prescription medications, instructions that come with your new appliance or technical gizmo, political propaganda/advertising, and government articles, brochures, instructions, etc.

“Madison Avenue” Copywriters create those catchy radio and TV ads – both the ones that make sense and the ones that leave you wondering what they were talking about.

Then there are the high-powered copywriters who write “magalogs” and entice you to buy financial and health newsletters. They’re the ones who make the big dollars because they get their fee plus a percentage of the sales.

While the Internet is filled with people writing – some who are copywriters and some who are not – almost any marketing or informational writing you see in print was created by a copywriter.


When they need words that sell, smart marketers choose a copywriter who has some knowledge of their product – or at least of their product category.

Just as a smart property owner chooses an agent who specializes in his or her kind of real estate, smart marketers choose a writer who specializes in the kind of copy they need.

Just as there’s a huge difference between selling rural homes, waterfront condos, farm land, and high-rise commercial buildings, there’s a huge difference between selling / promoting pharmaceuticals, over-the-counter remedies, software, technology solutions, stocks and bonds, educational institutions, industrial equipment, cosmetics, and on and on and on.

In my opinion, real estate is in a class by itself.

Unless you’re exclusively a buyer’s agent, as a REALTOR® you have a twofold marketing mission. If you list homes, you must market them. You must also market your own services.

Additionally, your relationship with clients is of a personal nature. 

Agent dining with a clientIn many ways, it’s even more personal than that of a doctor with a patient – now that specialists have become the norm and doctors working in Associations are allotted only a few minutes with each patient.

Can you imagine a doctor taking a patient out for dinner?

You spend a good deal of time with your clients. In that time they share their hopes, dreams, and fears – and their financial position.

You deal with them in a business transaction, but must be attuned to their emotions and how those emotions might affect their decisions.

You and they form a personal relationship, even if limited. Because of that, they need to believe that they can trust you.

When your words precede you, they must evoke a feeling of trust.

Your message must make them feel that you’re a good person, that you know the market, that you knowtrust how to conduct a smooth real estate transaction, and that you will be available when they need you, will tell them everything they need to know, and will protect their interests at every turn.

This is the primary function of your agent bio, but should subtly transmit to them with every message you send. Something about your marketing must speak to your prospective clients on an emotional as well as a professional level, even if it’s subliminally.

A true real estate copywriter understands all that and will work to present you as the professional your prospects can trust both personally and professionally.

The writer who creates software promotions or sells financial newsletters must establish trust, but that is trust in the product, not the person. It’s on a different basis because the seller and the consumer will not form any kind of personal relationship.

By the way… No matter what you’re selling, it’s a terrible idea to begin your message with “I” or “We.” Marketing has to be all about the customer and his or her wants, needs, interests, or goals if you want to appeal to them. They’re all tuned in to station WIFM (What’s in it for me) and it’s your job to answer that question – quickly, before they run away.

In my opinion, the very worst opening line in any marketing message begins with “I want…”

When you need a real estate copywriter, call me!
Real estate is my specialty.

This message appeared first at: https://copybymarte.com/when-you-need-real-estate-marketing-copy-choose-a-real-estate-copywriter/

Laptop Image courtesy of punsayaporn at FreeDigitalPhotos.net
Agent and client at dinner Image courtesy of nenetus at FreeDigitalPhotos.net
Post-it notes Image courtesy of Stuart Miles at FreeDigitalPhotos.net



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Show All Comments
William Feela
Realtor, Whispering Pines Realty 651-674-5999 No.

It is like using the wrong type of atty. They will miss something

Apr 03, 2018 11:16 AM #1
Robert Hicks
United Country River City Realty - Savannah, TN

“A true real estate copywriter understands all that and will work to present you as the professional your prospects can trust both personally and professionally.”

Apr 03, 2018 06:52 PM #2
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

When in Real Estate it is about knowing Real Estate.

When seeking help for marketing Real Estate we need help from those who can speak the language and project the image that helps others see what we are trying to say. We want them to connect and that takes some well thought out words.


Apr 10, 2018 07:11 AM #3
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Marte, I would definitely want someone that specializes in real estate, and has that background!  

Apr 11, 2018 07:07 AM #4
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