QUICK: What are the two main problems with the writing that appears on most agents' websites and other marketing collateral?
If you answered "boring and poor quality," you'd be correct. The problem with these two DEADLY MISTAKES, of course, is that they diminish credibility, discouraging prospects from contacting you.
You may think you're "saving" money by doing your own copywriting or by adopting tacky boilerplate verbiage or by outsourcing the work cheaply to a freelancer whose low fees are a reflection of what you end up getting. But if the writing is boring and poor quality, are you really saving? Or are you rather engaging in what's known as a false economy, an action that costs less at the outset but ultimately results in a much greater loss than the initial savings?
There is no such thing as a first-rate real estate agent (or broker) who is represented by low-quality writing. Every prospect—buyer or seller—knows this, at least intuitively. This guides their decisions as to what degree they choose to be involved with you. They may contact you about your listing, for example, but if you don't inspire confidence in them through the quality of your message, they are not likely to engage you to represent them, for either a purchase or a sale. That of course translates over time into HUGE LOSSES for you.
What do I have to offer that other writers in this space do not? As far as I know, I am
the only real estate writer available for hire with these three key qualifications:
- 30+ years' experience as a (now retired) real estate broker
- 25+ years' experience as a professional copywriter
- Dozens of five-star third-party reviews on social media like Google and Yelp
Qualification #1 above means that I understand the business the way that only someone with decades of experience can understand it, which obviously translates into superior communication. (My experience spans residential, commercial and business opportunities, in multiple counties in California, as well as several other states and countries.) Qualification #2 means that I can write circles around all the inexperienced amateurs calling themselves professional copywriters. Qualification #3 means that dozens of clients have stepped forward to attest to my abilities, to the value that my talent as a writer has brought them. No one else writing today in the realm of real estate offers this unique and powerful combination of qualifications.
If you hope to prosper during the "new normal" arising from the COVID-19 pandemic and its many ramifications—including both procedures and economic trends—you need to communicate a clear and effective message to consumers. You need to distinguish yourself from the competition in a way that presents you as thoroughly up-to-date, competent and well-versed in all related matters. The landscape of real estate is now even more challenging and complex than it used to be. Consumers want professionals who are up to the task and will base their selection of agents in large part on how they present themselves through their marketing collateral.
To explore the possibility of working together, here's what you'd need to do: Send me a concise introductory email, telling me what you'd like to start out with and showing me at least one example of the general lines along which you'd like it to follow. For instance: If you'd like a new bio of yourself, include at least one link to a bio you like, saying what you like about it. If you'd like new website content, include the URL for at least one website you think is good, telling me why you've chosen this as your "model." If you'd like a new personal brochure that could be distributed either digitally or on paper, show me something you'd like to emulate. And if you have changes in mind, explain those to me, as well. For example: "I'd like website copy that basically follows this model but instead of A, B and C, I'd like X, Y and Z." I may ask you some clarifying questions but this will enable me to quote you a fee. You then decide whether you want to proceed.
You're invited to
email me (Dan@RealEstateWriter.US). I'd be pleased to hear from you. (Please note that because of time constraints, requests for free exploratory phone conversations—"Call me"—will not receive a response.)
FAQ
Q: Can I just call you to tell you what I want orally and get your quote immediately by phone?
A: I ask that you follow the simple procedure described above because I've discovered over the years through extensive experimentation that it's the only efficient approach—and one that ultimately works to everyone's advantage.
Q: Would you charge me a fixed, flat fee for work or would you bill on an hourly basis?
A: For well-defined jobs, I usually charge a fixed, flat fee. That way, there are no surprises as to what something will end up costing.
Q: How do your fees compare with those of other writers?
A: My fees are based on the schedule in Writer's Market, the industry standard.
Q: Do you have real estate writing samples you could show me?
A: Yes, samples are available upon request.
Q: Are you at all selective in terms of the work you take on and do you delegate overflow work to others?
A: By necessity, I am selective in terms of the work I take on, collaborating with those I feel I could genuinely help and who would be compatible with my approach. Because of the importance I attach to quality and meeting deadlines, I do not take on any copywriting work that I am unable to do myself. In other words, I do not subcontract out any writing work to others.
Q: Can you accommodate rush requests?
A: Schedule permitting, yes.
Q: Are you able to provide bilingual/multilingual content or material in languages other than English?
A: I can produce Chinese-language materials in house. For other languages, I work with outside professional translators.
Q: What are your payment options?
A: I accept payment through PayPal and Zelle. (Please note that PayPal involves a fee of approximately 3% added to the transaction amount, while Zelle does not involve any fee.)
Q: Can you provide me with references?
A: My reviews on Google, LinkedIn and Yelp constitute objective, third-party references that can be accessed immediately, at any time.
Q: Do you also offer design services?
A: Depending on what you're looking for, it's possible that I could include design services as well, as part of a package deal.
Have a question that's not on this list? Feel free to email me (Dan@RealEstateWriter.US), for a prompt response.