How to hire the right real estate writer for property descriptions, realtor bios, and more

real estate writers

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Finding a good real estate writer isn’t difficult. As long as they understand good copywriting and can deliver on your requests, they’ll fit the bill.

What’s harder, however, is finding a great real estate writer.

This writer has experience writing in the real estate industry, in particular. They can not only meet, but exceed their clients’ needs. And, most importantly, they know how to capture your tone and voice as if you had written it yourself (with a little professional polish, of course).

Let’s take a look at some of the most important things to consider when looking for an exceptional real estate writer—whether that’s for your next listing, your agent bio, or your website.

A look at home buying and selling today

According to the National Association of Realtors, 41% of buyers turned to the internet to find their next homes in 2021. Even in 2013, 9 out of 10 home buyers used the internet as one of their first points of research.

In short, your online presence is crucial. The quality of your listings—their ability to intrigue, engage, and ultimately convert potential buyers—is what sets you apart from the thousands of others browsed each day.

But your online presence is more than your property listings. Your agent bio, website, and social media outlets are all key touchpoints to attract and engage potential clients. After all, in 2021, 82% of sellers contacted just one real estate agent before selecting the right agent to sell their home. 

Whether you are that first agent contacted comes down to expediency (will buyers see you on page 1 of search results?) and reputation (how well your online presence communicates what sets you apart).

Why work with a real estate writer?

If you’re confident in your writing and communication skills, you’re likely wondering why to pursue hiring a real estate writer in the first place. Wouldn’t it be easier to just handle copy and content creation in-house?

It’s true that as a real estate agent, you understand what sets certain properties apart. You know how to sell to buyers; you can likely do the same online. But content marketing—quality, around-the-clock content marketing—is a full-time job in and of itself. You need your time to do what you do best: helping your clients buy and sell their homes.

That’s where real estate writers come in. But how do you find the right real estate writer for you or your agency? How do you sift through high-volume, low-quality content creators to find a true expert?

Here’s what to look for when hiring a real estate writer—from their knowledge of the industry to their ability to capture your unique experience and perspective.

A great real estate writer understands the industry—and content marketing

Anyone can write a property description based on some photos and specs. But a great real estate writer knows how to take that information and craft something special. They understand the “art” of a home. That means what makes a property unique, what details and features to highlight, and how to craft a narrative around these features. They can predict what the buyer wants, even if they don’t know it yet.

But a great real estate writer also understands the business of content marketing. Not only should they have a portfolio of quality writing, but they should also know the ins and outs of how to get that content in front of your audience. Search engine optimization (SEO), inbound marketing skills, and social media marketing strategies are all a must for writers who get buyers and sellers to take action.

A great real estate writer is a master of adaptability

As with any writer, a real estate writer must understand their audience. This comes from experience, as well as an innate understanding of what certain buyers and sellers want. Whether you cater to high-net-worth urbanites, multifamily renters, or high-volume commercial investors, a great real estate writer has the intuition and adaptability to truly connect with your audience.

Great real estate writers also understand how to approach different deliverables. While property descriptions are often aspirational, engaging, and inviting, your agent bio should inspire confidence, show your experience, and motivate leads to get in touch. 

Here is another point where the writer’s portfolio is a key asset. If they’ve shown their chops across a number of different projects (from property descriptions and realtor bios to long-form brochures and blog posts), they’ll understand how to approach the different types of content requested of them.

Great real estate writers are professionals

You’re already busy handling your clients and managing your business. A real estate writer won’t add to the stress of this—they’ll provide you with a seamless experience that ensures quality, on-time content. 

Is the writer responsible? Responsive? Do they understand the fast-paced nature of real estate—and can they keep up?

Though it may seem obvious, it’s crucial that you gauge the professionalism of any writer you work with. Meeting due dates, exceeding expectations, and maintaining clear communication are all musts. To ensure you’re working with a real professional, ask the writer for references from past work. A quality writer will be happy to connect you with satisfied clients.

Consider an agency for real estate writing at scale

If you’re looking for high-volume content creation, you may want to consider working with an agency. Agency writers have a wealth of experience working with large-scale clients on a diverse range of projects. After all, the success of their business depends on their professionalism, industry knowledge, and the quality of their work.

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