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Real Estate Content and Marketing Materials: How to Prepare Before You Plan

by Dina Giolitto

I get a lot of leads from real estate professionals who find me via the articles I post on my website, Wordfeeder.com. Quite a few of them make contact, show interest in my services, but then slip through the cracks.

I know this is because a real estate agent is typically very busy taking calls, scheduling appointments, sitting open houses, caravanning, and negotiating complex real estate transactions with attorneys, financial institutions, and the like.

Thus, not many of them manage to "get it together" as far as their marketing goes. Below, I'd like to identify some of the steps a real estate agent must take before letting a marketing professional run wild with writing their projects.

1. Identify the target audience. Even if you don't have immediate plans to create marketing collateral, it's worth it to have this information readily available. Take some time (I know – what time?) to type out the age group, income level, location, habits and attitudes of the person who you'd be most likely to sell a home to. Store this in a Word document on your computer. One day, when a marketing pro asks you to provide more detail, you can just whip it out.

2. Detail your career background. Whether one day you plan to create a brochure, website of your own, landing page on the website of a bigger entity (the real estate company you work for), or maybe even write a book... you'll need to track your career path. Talk a little about the steps you took professionally and how those led you to the successful real estate career you hold today.

3. Cover your core strengths. This information can be used in a number of places: your real estate agent bio, your company brochure, your website, and even a tear sheet you hand out at the homes you sit. What strengths differentiate you from other real estate agents? Are you patient and detail oriented? A take-charge kind of individual? Refine this document at your leisure, then when the time comes you can just pass it on to a copywriter who can polish it for future use.

4. List the pros of living where you sell homes. Is it a quiet neighborhood on the outskirts of a bustling city? Did the area experience a revival recently? Are the people known to be especially friendly and hospitable? Is this a Normal Rockwell sort of town, with a serene cascade of mountains in the background? Does this area boast the best school district in the county?

5. Write down common questions that first-time home buyers typically pose. What causes them the most discomfort... the financial aspect of home buying? The uncertainty of knowing what's going to happen from one minute to the next? Does dealing with legal experts seem confusing and/or intimidating? Are they nervous about moving to an unfamiliar place? All of these points can be effectively addressed in a future marketing piece published by your company.

6. List a series of tips for people who want to sell their home. Think about how your clients can add curb appeal and make other improvements while spending the least amount of money. Your experience in selling homes should have you sailing through this exercise with ease. One day, maybe this can appear in a Home Seller Handout that you supply clients with.

These five points will serve as fodder for your future real estate marketing materials. I hope they inspire you to create something great! For additional help with copywriting or marketing, call on Dina@Wordfeeder.com.

Wordfeeder.com is the home of Dina Giolitto's Copywriting, Copy Editing, Web and Print Marketing Services. Interesting in learning how to market your business successfully using the latest online and offline methods? Eager to master the art of writing copy that gets you more clients and sales? Then keep following along! We publish articles regularly and post them on our home page. Write to dina@wordfeeder.com with comments or for a project quote today.

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