Heads You Win … Tails You Win
Some people will read your copywriting content … some won’t. It doesn’t matter, though, because as your real estate writer we turn both readers and non-readers into leads for you.
Everything we write for you is chock-full of strategy, designed to enhance your website’s SEO, and aimed at making you the subject matter expert and problem-solver.
We have 7 high-level techniques we use in your real estate copywriting: Impactful Words, a An Array of Strategic Headlines, SEO Wisdom, Powerful Calls to Action, Sticky Content, Extreme Niching, and Written NLP.
And, for the non-reader it is our SEO-wise content that brings them to your site in the first place and then plies them with subconsciously organized bites and sticky content to embed the message of your niche.
1 – Impactful Words
While people are different in many ways, research shows that certain common words evoke a favorable response in the majority of readers.
Just a Few of the Words People Warm Up To
We Deploy Benefits Over Features
Our language stresses benefits over features, meaning you will stand head and shoulders above your competitors who tend to focus on what a thing is versus what it will do for the client.
Example: Saying that a cell phone has a fast internet connection may seem like a benefit, but it’s only a feature that doesn’t mean anything emotionally to the reader. However, saying “our proven network guaranties to download your data faster!”, is directly meaningful and valuable. Clever nuance comes from experience.
We Solve Problems
No one buys anything that doesn’t solve a problem. The written product we give you is designed to not only tell the reader how to solve a problem, but to offer you up as the only viable solution to that problem.
2 – An Array of Strategic Headlines
Headlines are not only eye-catching, but they are critically important in getting ranked on Google and driving website traffic.
Readers like breezy and easy. Our headlines offer short, brisk descriptions for those who don’t want to read the entire article, and enticements to draw in those who do.
Headlines are a way of offering short-copy advertising right on the page beside the long-copy advertising.
Once the main headline gives the indication of what the piece is about, the sub-headline infuses a benefit of reading on (which makes readers stay on your website). The prospective client needs to easily grasp how they will profit from reading on, and brevity is key. Ernest Hemingway, who had a reputation for perfect word-economy, was asked if he could tell a compelling story with only six words, and he perfectly responded:
We suggests that if this was the headline, almost anyone would want to read to learn the rest of the story.
3 – SEO WISDOM
We don’t manage the SEO strategies for your website, video, social media, etc., but we employ your SEO strategies directly into the copywriting we provide.
In the world of SEO, the main title is defined as the “h1 header”, and the sub-headlines (depending on how many) are the “h2, h3 or h4 headers.” The body of the copy is simply the “content.” Search engines actively seek out and crawl through websites looking for both headers and content (also for images and video).
4 – Powerful Calls-to-Action
If we don’t tell the reader what to do, they won’t take action. Getting them to take action starts with “command verb” – here are some examples:
After this command we then provoke emotion and enthusiasm. We tell them what we want them to do by saying what the verb will achieve for them. “Click to ________.”
It is essential to provide reason for the commands – and to also imply that they will miss out (FOMO = fear of missing out) if they don’t take action.
We recommend you make sure our copywriting works on all devices and in all situations. It is expensive and time-consuming to get leads to consider your business, and nothing is worse than not performing.
5 – Sticky Content
We would like to think that in reading this page you found something “unexpected” – offering something unexpected is actually the number one strategy number in creating “stickiness” (keeping them at your site). People like tat feeling of “hmmmm … that’s interesting.”
People search online to solve problems by typing in phrases and questions. The goal of your content is to intercept people and direct them to your page as the solution. This is achieved by either:
- showing up near the top in search-engine results
- advertising to bring them to your site through clicks
Quite frankly, it is actually easier to get someone to look at your website than it is to keep them there. Once they’ve arrived, you have a very limited window of time to keep them there … if you don’t acknowledge the problem they’re trying to resolve and then demonstrate how you will FIX IT, they’ll go away. Your message needs to be:
- simple and clear
6 – Extreme-Niching
Time and frustrating time again, we see real estate professionals trying to be all things to all people. When you’re something of mild interest to a lot of people, you have no real value to anyone – whereas, the goal in marketing is to find a very, very, very small niche and be something of extreme value to that niche.
“California Real Estate” has less value than “Southern California Real Estate” which has less value than “Los Angeles Real Estate” which has less value than “Santa Monica Real Estate” which has less value than “Pacific Palisades Real Estate” … and so on, and so on.
Niching is a complex and nuanced topic, and we will have a strategy session with you to discuss the quality of your niche(s) and everything we write will be geared to that niche.
7 – Neuro-Linguistic Programming
We believe that strategic words transform website visitors into passionate advocates.
While proper NLP is typically done face-to-face, which requires paying close attention to unconscious inflections, body language, breathing, eye movements, and incongruities (among other things), written NLP persuasion techniques are also powerful.
Since our techniques are proprietary, we can only offer you an indication here of our approach … to your reader we:
- outsmart their objections
- reframe their objections
- appeal to their identity
- appeal to their values
- invoke emotion
- motivate them
- challenge them
- show them consequences
- employ metaphors
- flatter and compliment them
- appeal to what others are doing
- employ rhetorical questions
- offer to change their lives
- ask for a commitment