Writing for the Web: A Primer for Real Estate Professionals

Content is king, and there’s nothing that a real estate business can do but submit to its rule. Whether you are targeting property sellers, buyers, or investors, you will always need content to generate interest and leads. However, in getting the best results, quality matters a lot.

Unlike writing for other mediums, writing for the web makes use of a specific set of formulas. It’s how you understand and apply these formulas that enables you to create content that’s intended for your real estate audience.

Here’s a guide to help you write great content for the web.

Nowadays, people read an article and pick out only the information they need without sifting through the entire piece. In fact, according to research by Nielsen, at least 79% of internet users scan web pages. This only goes to show that, in this fast-paced world, people want instant information.

When writing content for your audience, it has to be:

• Concise. Shorter and more straightforward content is essential. It makes it easier to provide your target audience with value and, eventually, increase conversions.
• Simple. There’s always a right place and time for replacing the word “bad” with “execrable,” but not when you’re reaching out to real estate clients. If you want to attract more leads, you need to write copy that’s easy to digest.
• Logical. Great writing is anchored on sound logic inasmuch as compelling style. You need to write content that flows smoothly from point A to point B. You also need to make sure your paragraphs are properly structured so as to deliver your main point.

 

If your aim is to attract potential real estate clients, you will have to write content that answers the question, “How is this important to me.” Remember: You are writing for an audience and you need content that helps them understand topics such as underwriting and capitalization rate.

What should I look for in a real estate broker? How can I increase my home’s market price? What is due diligence? Answering these questions yourself will help you write with a purpose. If you are not sure where to get ideas for valuable content, use tools like Twitter Advanced Search and Buzzsumo for examples of articles and marketing collaterals that generate a lot of engagement.

You can’t have an effective content strategy without keywords. After all, your real estate business needs exposure, so you need to structure your content based on the most searched terms and phrases within your niche.

Search engine optimization or SEO is crucial to the success of your real estate business, so you will have to invest time and resources in keyword research and planning. To bring out the best results, you can hire a real estate virtual assistant with a digital marketing background to help you improve your SEO.

Aside from being informative, effective web copy should also be persuasive. It should compel users into taking action. An engaging call-to-action or CTA can serve this very purpose.

When composing a CTA at the end of a blog article or as part of your PPC ads, your choice of words is critical. In just a few characters, the CTA should catch the attention of your audience and show your audience a way forward through the sales cycle.

You can run an A/B test using with different versions of the CTA. That way, you can select a CTA variation that complements your content marketing.

Words are powerful when used the right way. With effective and carefully structured web content, you can definitely give your real estate business a good boost online.

Need more expert help with digital marketing? You may want to hire a real estate virtual assistant to write stellar web copies.

Contact us today and see if our expertise matches the needs of your company.