• Shannon

How to Choose a Real Estate Writer

Your website is a reflection of you – not only as a professional real estate agent but as a marketer as well.

Think carefully about that.

Since clients looking online for a listing agent are basically looking for someone to help them market their home, don't you think you should prove to them that you're a marketing genius?

If your website screams that you can’t even market yourself properly, how is a potential client going to believe you can market a house?

Don’t for one minute think that potential clients won’t walk away from your site with a first impression of you and your abilities and professionalism. And you know what they say about first impressions, right?

Hiring the wrong real estate writer may be hazardous to your image

Even if you aren’t the town’s top producer or even if you’re a new agent, there is just no substitute for quality content on your website. Sure, you can find “writers” to slap words together for a few bucks. And – cliché but true – you will get what you pay for.

Pay for a real estate writer.

Not only will your image reflect the quality of your marketing abilities but fees for writers are tax deductible.

How to find a good real estate writer

So, let’s say you’re in the market for a real estate writer. Of course you’ve asked for writing samples, correct? The best samples will come to you in the form of a URL -- proving that the writer has actually been published online.

Anyone can dummy up a writing sample and send it to you as a Word doc

Scrutinize these real estate writing samples with the same amount of rigor your listing clients use when looking over your CMA.

Here are a few things to consider:

  • Open the sample document and take a quick glance at it. Are there huge blocks of text or was the writer web-savvy enough to know to break down the blocks into smaller chunks? If it’s a long article, are there subheadings? Bulleted lists? Block quotes?

  • Web readers don’t have the patience for long sentences full of unnecessary words. Are the sentences overly long?

  • Check the first sentence of the sample article. This is known as the “lede,” and it’s the most important sentence in the entire article. Does it grab your attention and make you want to keep reading?

  • Does the article flow or does it sound like a middle-school student wrote it?

  • Check the information in the article. Is it accurate? I wish I had a dime for every short sale article I read during the housing crisis that repeated the erroneous idea that short sales are better on a FICO score than foreclosures.

In addition to looking at the writing sample, listen to the writer’s questions

While most of my real estate clients are pretty good about telling me what they want, and how long they want the blog post or article to be, I seem to always have the same questions at the outset of every project.

Here are some examples of things a professional writer needs to know before writing for a real estate agent. If your real estate writer doesn't ask these questions, hire another:

  • Do you do business in any areas other than your immediate town?

  • Are you an agent within a larger brokerage or on a team? How do you want to be referred to within the calls to action?

  • Do you specialize? Luxury homes, first-time buyers, seniors, ranch property?

  • Do you want these written in first person or third person?

  • Do you want a formal or informal tone?

  • May I see your website to get a better feel for you and your business?

Agents who have worked with writers in the past typically tell me that their “last writer didn’t ask these questions.” Which is, I remind them, why that person is their “last writer.”

Most of the folks out there trying to pass themselves off as professional real estate writers have absolutely no idea what they’re doing. Hire one of them, and the content will end up as nothing but dead weight on your site and a slap to your reputation.

Hire the pro real estate writers at All Writey Then and we'll do you proud.


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