When we talk about copywriting for real estate agents, it pertains not only to sales letters you might be writing and sending to your list but also classified ads, postcards, your website, business cards, everything that is a marketing piece for your services that uses text. Copywriting for real estate agents boils down to writing great sales pitches, essentially.
It's OK if you have no interest at all in copywriting. Some people love it, and others don't want even to try it. And yet others like it but are horrible at (which is the worst). So you need to decide which category you're in so you can proceed with having effective copywriting in your business. You may be one of the many people who despise copywriting in any form, your job is simple; hire someone else to do it. There are tons of freelance writers who perform copywriting for real estate agents. One freelance website you should use to hire freelancers from is freelancemyway.com, you can simply post your project and within minutes you can receive bids from freelancers located all over the world. It's the simplest, safest, and most affordable way to get work done online. You can even post your project for free.
Now, if you're in the category who loves writing, or trying to write, sales copy but are horrible at, you need to realize that and hire a professional as I mentioned above. The bottom line is that this is about your business and making money. You need to have the best copywriting you can. If you want to have a hobby of copywriting, do it on the side in another capacity. But for you as an agent trying to get business through marketing and advertising, you need solid, intriguing, eye-opening copywriting intertwined throughout your marketing pieces. I know it can sound a bit harsh but just admit that it's not your "thing" at this moment and hire someone who's excellent at copywriting for real estate agents. You'll save more money and make more money this way, trust me!:)
OK, so that leaves the group who enjoys copywriting and is good at it. How do you know if you're good at it? Well, you can ask your friends and family to read some pieces you have and hear their opinions. Better yet, if you've been copywriting for a little while and have had good results from it, that's the best indicator. There are entire books on copywriting (like Dan Kennedy's, "The Ultimate Sales Letter ") so we'll go over the foundational steps and get you off to a good start, on your way to raking in the dough.
The very first thing you will need to do is know your audience. That will dictate how you write, what words you use and the style you incorporate in your copywriting. In your case, you're writing to consumers of real estate. But that could be segmented even further into high-end homes, first time home buyers, VA clients, etc. Each segment will relate and act differently than another, generally speaking. For example, if your target market includes first time home buyers, they will typically be more youthful and respond differently than would 5+ million dollar homeowners. You'll write differently to each one of these categories. But don't get too crazy with this because your market may be a geographic area and not necessarily different demographics.
Always keep this in mind: talk about your prospect, not to them. What I mean is still debate about what they're thinking, feeling, wanting. Don't talk to them about you and how great you are. They want to be talked about, not spoken to. Hit their emotions. Find out what they desire and write in such a way that it grabs them and hits them in the heart. Just try and see things from their perspective at all times. When you write something, clear your head and pretend you are your prospect. Read the piece to yourself and see if it hits you, if it grabs you or if you throw it away and keep walking. Always be thinking like your prospect and write about them and not to them. Relate to them, on a personal and emotional level.