What’s your style?
I’m not talking about the way you dress or the way your website looks. I’m talking about your writing style. And in an industry where all agents have the same core values (which is a good thing, don’t get me wrong) and similar services for their clients, you need a way to stand out that is more than just the information you provide.
You need the way you present your information to stand out. And that’s where your writing style comes in.
What’s Your Writing Style?
Writing style is how you write, and it’s a combination of what words you typically use, how long (or short) your sentences are, and how you “speak” in your writing, which is often similiar to the way you talk. You have a distinct writing style that sets you apart from everyone else, including from other real estate agents.
Your Writing Style is Compelling — Is It in the Right Way?
Your writing style directly relates to your real estate business, especially if you have a real estate website and write your own information about neighborhoods, the area, and fun things to do. Why?
Well, to quote MarsDorian,
“Your writing style either shoots air bullets that won’t even scratch the skin of your audience, … or it pierces through them like acid rounds and blows them away in pure “awe”.”
Your writing style and your content convey a message, either one that makes a potential client say “whatever” and leave your site or say “yes, this is great and I want to move here/work with this agent/sell my home right now!” and become a lead.
Great Examples of Writing for Real Estate
“As long-time residents of our cozy little area of central Florida, we’ve never given a second thought to the name “Celebration.” Like “Miami” or “Seattle,” it was just another name on a map and the city where we have our packages delivered. The man on the phone couldn’t get over it though, and his intrigue was a humbling reminder of how special the town of Celebration is, and how lucky we are to call it home.”
Their style here is more conversational; the longer sentences give a whimsical feeling to the information; and the use of “we” and “our” give personal touches to facts about the area. All of these elements of their writing style give the potential home buyer reading this area page a sense of who this real estate group is — conversational, a touch whimsical, and personal — and all of these elements help compel the reader to want to find a home in this area.
And how about Triangle Trusted Realty in Cary, North Carolina? This blog post about why Millennials should consider homeownership also includes compelling copy:
“I bought my first home in 1987 when I was 24. It was a small two bedroom condo and I paid $92,000 for it. At that time I bought it my husband and I were just starting out. We had a combined income of $60,000 but our loan was at a 10% interest rate, so to say that times were tight was not an exaggeration.”
Their style is a blend of conversational and formal, and it has shorter, more choppier sentences — but with all of the numbers and data included in this blog post, this style of writing works well to keep readers focused. Their style is also personal with the use of “I” and “our” and “we.” Like with Waypoint Real Estate Group’s area page, the writing style is appropriate to the audience, giving Millennials reading this blog post a sense of who the real estate group is and why they should consider buying a home.
Your Style Isn’t Inherently Right or Wrong
With that said, it’s important to note that there is no right or wrong writing style, just writing that is more or less appropriate for your audience. (I wrote a blog post about writing to the right audience last year, which you can read here.)
Your writing style is just one way of setting yourself apart from other real estate agents. If you want to talk about writing compelling content for your real estate website, just give us a call.