Explore how adding professional real estate copywriting services can enhance your real estate photography business. In this 9 part ‘service series’ I will discuss nine services that you can offer through your real estate photography business. Although it is not essential to offer all these services, it is a good business strategy to offer at least the primary services required to compile an online real estate listing which usually includes interior and exterior photography, aerial photography, floor plans and copywriting for real estate.
Solely offering photography can discourage clients from using your services as they will be required to contact another real estate photographer for additional services (i.e. floor plans, copywriting) that are regularly provided by real estate photography businesses. If this happens, they will most likely use someone else’s photography services, as it will be much easier for them to deal with one business instead of two. In today’s Part 3 we discuss real estate copywriting as a service.
Real Estate Copywriting Services
Most real estate agents will write their own property descriptions for their real estate listings; however there are some that prefer to hire a professional writer to complete this for them due to a lack of time or creativity. Some may already outsource their copywriting and are not aware that this is a service that real estate photographers offer. Offering real estate copywriting services is a great way to increase your revenue through an up-sell on top of the photography services you are already offering your clients. There are two cost-effective methods of generating copywriting for real estate, including hiring your own contract writer and utilizing AI tools for real esate copy.
Hiring a contractor for real estate copywriting
Unless you are also a talented writer or plan to employ a copywriter within your business, it is best to outsource this service to a contract/freelance writer in your country who can research the property’s location and utilize the photos, floor plan and additional property information you provide to generate a well-written article. The reason it is best to hire a freelance writer in your own country is that they will have a better understanding of the proper language, the property location and grammatical structure for a real estate advertisement in your country.
You can find real estate copywriters via google search or on freelancers platforms such as Fiverr and Upwork. Simply use the location filter on the search results page to find real estate ad copy writers near you. A good rate for a 250-500 word real estate ad is 30USD-40USD, and this price allows you enough room to put a solid profit margin on top.
Using AI to Produce Copywriting for Real Estate
If you choose to write the real estate copy for your clients yourself, there are plenty of AI tools that can assist you with generating an outline to work with. If you can generate a well-constructed template, all that is left to do is customize it with accurate details the property and the highlights of its surrounding location.
8 of the best AI copywriting tools for real estate include;
It’s as simple as providing your writer with the photos and other materials (floor plan, video, etc.), property address and any key points that your client wants to highlight in the property description.
Pricing Copywriting for Real Estate
You may like to offer two or more options for your copywriting products in the form of word length with a small discount between the pricing. For example ‘Ad Copy – 250 Words’ for $100 or ‘Ad Copy – 500 Words’ for $160.
Ensure that your cost price for copywriting for real estate (the freelance writer’s fee for doing the work) allows you enough ‘room’ for a mark-up of at least 20-50% without pricing you out of the market – what your customers are willing to pay and what your competitor’s are charging if they are offering the service too.
Real Estate Copywriting Structure
If you choose to produce the content yourelf, here’s a concise guide to help you craft impactful real estate copy. If you are outsourcing the writing, you can also use this guide to check the quality of their work to ensure you maintain a high quality product for your clients.
1. Know Your Audience: Understand your target audience—whether they’re first-time homebuyers, investors, or families. Tailor your language, tone, and content to resonate with their needs and aspirations.
2. Highlight Unique Selling Points (USPs): Identify the property’s standout features that set it apart from others. Whether it’s a stunning view, modern upgrades, or a spacious backyard, focus on what makes the property special.
3. Start with a Strong Headline: Grab attention with a captivating headline that encapsulates the property’s essence. Use keywords like location, property type, and key features to pique curiosity.
4. Create a Vivid Opening: In the opening sentences, paint a vivid picture of the property. Set the scene and evoke emotions by describing the surroundings, ambiance, and lifestyle benefits.
5. Emphasize Benefits: Focus on the lifestyle benefits that the property offers. Highlight how it enhances the buyer’s daily life, such as proximity to schools, shopping, entertainment, and transportation.
6. Be Specific and Concise: Use clear and concise language. Highlight key details such as the number of bedrooms, bathrooms, square footage, and amenities. Avoid jargon and complex language.
7. Address Concerns Positively: Anticipate and address potential concerns, such as property size or age, in a positive way. Present challenges as opportunities or unique features.
8. Utilize Descriptive Language: Incorporate sensory and descriptive words to help readers visualize the property. Engage their imagination and create an emotional connection.
9. Call to Action (CTA): End with a strong call to action that encourages readers to take the next step. Whether it’s scheduling a viewing, contacting an agent, or exploring a website, make the action clear.
10. Proofread and Edit: Ensure your copy is free from errors. Proofread for grammar, spelling, and punctuation. Editing enhances clarity and ensures your message is conveyed effectively.
11. Test and Iterate: Experiment with different approaches and monitor the response. Adjust your copy based on feedback and market trends to continually improve its effectiveness.
Copywriting for real estate is an art that combines creativity and strategy. By understanding your audience, highlighting unique features, and crafting a compelling narrative, you can create copy that engages potential buyers and drives successful property transactions. Remember, effective real estate copy showcases not just the property, but also the lifestyle and aspirations it offers to potential buyers.
Copywriting for real estate emerges as a crucial component, working in harmony with visuals to craft compelling property narratives that resonate with potential buyers. By broadening your service portfolio and adapting to client preferences, you’re effectively positioning your real estate photography business for success in a dynamic market.
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