The copy you find on most real estate sales associates' websites makes for excellent bed-time reading, especially if you are suffering from a bad case of insomnia! This is such a lost opportunity, because with a little thought, structure and effort your web copy can launch a flowing stream of wonderful and profitable new relationships with your online prospects.

The biggest mistake that sales professionals tend to make with their website content is using it to inform rather than "engage" their visitors.

Engaging Headlines

Keeping in mind that we live in a "scanner" society that skims for things of interest rather than reading every word, it is important that your site immediately grab their attention on every page. The easiest and most powerful way to do this is with attention-getting headlines. Your site can have brilliant, engaging copy but it won't be seen or appreciated if your visitors are not attracted to it in the first place.

A great headline is one that appeals to the primary emotional "centers" of your online target market. For example, first-time buyers will certainly be attracted to: "3 Steps To Beat Other Buyers To The Home Of Your Dreams"

This headline works because it strongly addresses both fear and opportunity as the primary emotions driving the typical first-time buyer. Keep in mind that your headlines need to be consistent with the emotional profile of your target market. For example, this same headline would fall flat if you used it on luxury property buyers.

"Leading" First Paragraphs

The first paragraph after your headline is known as the "lead-in" paragraph and its' main job is to continue building interest so your visitors keep reading. Each paragraph after that should address in some way the payoff implied in the headline (i.e. provide the promised value). 

You will find that your web copy will even be more engaging if it is written in second person. Just make sure most references to "I" are re-written to "you," "your," "yours" etc. When done this way it is like having a one-on-one conversation directly with your online prospect -- with them, not you, being the focus, which can be very powerful!

Interactive Copy

At some point in every page of your copy you want to give the visitor a reason to interact with you. This could be done through a compelling offer or with a "call to interaction." This is where you propose a scenario to the reader and have them generate questions that you can address via e-mail.

This structural approach to writing web copy is effective and straightforward.

At this point you are probably thinking, "This makes great sense, but who is going to write all of this awesome, deal-generating copy?" Anyone who follows these simple, structural elements (headlines, leading paragraphs, interactive copy, etc) can write deal generating copy. But if you still are having trepidations about writing your own copy, or just don't have the time, consider hiring a copywriter.

But don't expect your copywriter to come up with the content for the web copy unless that is part of your business relationships. Consider supplying your copywriter with an outline of the content you would like to have included.

Tips for Working with Copywriters

• Interview copywriters -- Try to find a copywriter that has experience in the real estate field. Ask for writing samples, but don't be afraid to take a risk on someone who is just starting out.

• Identified main sections -- For example you might have a section on the difference between Fixed and ARM mortgages.  

• Generalized titles -- You don't have to feel obligated to come up with creative headlines, just make it descriptive enough for the copywriter to know what you intend.  

• Main points -- Identify three to five points that need to be expounded upon for each section.

• Supply you demographics -- Make sure your copywriter understands the demographics of the market your site is targeting. 

• Review and edit -- Give the finished copy to a third party for review and edit. Make sure the copy is written in second person (using very few "I's"), and has all of the structural components mentioned earlier.

This may seem like a lot of work, and there is no question it will take a dedicated effort. But once the site is done you will have something so powerful and unique that your business will stand head and shoulders above any of your competition -- and that makes it worth the effort!

Published: June 22, 2005

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Michael J. Russer (a.k.a. Mr. Internet®) is an internationally acclaimed speaker, trainer, author, and strategic consultant to the real estate industry and small business. He is also the exclusive Internet columnist for REALTOR® Magazine, the architect of the revolutionary e-ProductivityTM system and leading voice for the use of Virtual Assistants in small business. You can subscribe to his free monthly leading-edge newsletter ePOWER NEWS by going to ePowerNews.com.