Since 70-80% of all buyers start their search for a new home on the Internet, having a website is imperative for real estate professionals. But having a flashy site with lots of links isn’t going to compel your visitors to contact you; you need one that your target audience will read and use once they find it. And nothing is more important to attaining that objective than your site’s content. So finding a good copywriter is essential to helping you capture, hold and engage your audience’s attention.

Think you can write effective copy?

Writing good copy is a honed skill and one that is better left to the professionals who have experience in writing effectively. Lois Feinstein of I-CanDo-That and Evy Williams of Brochures By Design (and author of this column) are two such writers. “Professional writing sets you apart from the competition and lets customers know that quality is a hallmark of every aspect of your business,” Lois says. “Don’t be caught with typos and grammatical mistakes in your printed materials. Remember, you never get a second chance to make a good first impression.”

Grabbing their attention (and keeping it) is easier said than done

A good copywriter will write copy that will grab your reader’s attention and keep it! By using captivating headlines to attract their attention, copywriters can also entice them to continue reading. By offering something of value to the reader, you are accomplishing two important things: 1) providing additional information they want and can use, and 2) capturing their contact information for follow up from you. These "Calls to Action" can be anything from articles for first-time homebuyers to information on the closing process, anything that your target audience will find useful. Give them something they want and they will likely come back for more.

Give them what they want (or else!)

Internet viewers are often like spoiled children; you either give them what they want or they’ll find someone who will. Your copywriter’s job is to fulfill your reader’s expectations when visiting your website. So give them what they’re looking for. Are they searching for a home to buy? Looking for a local Realtor® to help them sell their home? Interested in finding more information about the market? Whatever their reasons for being there, you need to provide the answers while encouraging them to use your services. Lois comments, “A copywriter can help you develop a distinctive branding identity to be used in your website as well as all your other marketing materials. Your website should let potential customers know what you, as a real estate agent, can do for them.” Knowing your audience is crucial. Who is your target market? What are their demographics (age, gender, race, education level, income bracket, etc.)?

Know what appeals to them and address those needs and desires. Speak their language; use terms they are familiar with and write at their level. Disregard what your high school English teacher told you about writing. It’s okay, even preferable, to use contractions and slang, if that helps convey your message more effectively. Write in an active, rather than passive, voice. It’s more persuasive and compelling. For example, instead of “The house was measured by the appraiser” it is more effective to say, “The appraiser measured the house.”

Say "Bye, bye, bye" to all the "I, I, I's"

Write using second person pronouns such as “you, your, yours” and minimize the use of first person such as “I, me, mine.” Your site shouldn’t be a résumé narrative; it should tell your visitors what you can do for them. Relate the benefits you can provide your readers. If you give them what they came for, they’re unlikely to leave your site for your competition.

What do you do that your competitors don’t?

If you do decide to hire a professional, tell them what sets you apart from your competition. By providing bullet points of the benefits you offer and topics you want to include, your copywriter should be able to develop the content for your site. They should be able to help you decide what search terms are most likely to be used and include these keywords in the copy to enhance your Search Engine Optimization (SEO). This will increase your rankings on the major search engines to help people find your site.

As you can see, there’s much more to copywriting than writing about who you are and what you do. It’s important to emphasize the benefits that your readers will identify with and compel them to take action. When you’ve accomplished these criteria, you’ve cleared a major hurdle in becoming a top-producing agent. You know you’re the best; you’ve just got to convince your visitors that you are the right one for the job.

Evy Williams is our VA QUICK TIPS columnist. She specializes in designing marketing materials to sell homes through her company, BrochuresByDesign.com. She holds a Master’s degree in Administration and is a certified Master Virtual Assistant, Military Spouse Virtual Assistant, Professional Real Estate Virtual Assistant, Real Estate Support Specialist and is EthicsChecked. Contact her at Evy@BrochuresByDesign.com.

(NOTE: Mr. Internet, his company and staff receive no compensation whatsoever from any third party vendors or service providers. Also any virtual assistant or consultant mentioned in this publication is not to be construed as an endorsement of their services by Mr. Internet or his company. Always remember to do a thorough due-diligence before hiring any kind of assistant.)