Archive for August 27th, 2008

Marge gets some marketing tips on her first day as a realtor:

Marge: That house is awfully small.
Lionel Hutz: I’d say it’s awfully cozy.
Marge: That one’s dilapidated.
Hutz: No, rustic!
Marge: That house is on fire!
Hutz: Motivated seller!

And that’s pretty much the story when it comes to writing for the real estate client. You do what you have to do when your customer is making the biggest investment of their lives. The agent helps them make the right choice, and then tries to help them feel good about it.

I’ve always been into the aspirational aspect of marketing and advertising. That is, messaging that speaks to us in our daily lives, but also speaks to who we would like to be.  People love to dream big, and there are few dreams more evocative than home ownership. So the realm of real estate copywriting is ripe with potential.

I guess it depends on your market, as well. There are “real estate towns,” and Charleston is one of them. Not lately, of course, but overall. Here, I’ve written video scripts, print material, websites, blogs and SEO articles on:

  • New Home Construction,
  • High-end Residential,
  • FSBO-ing,
  • Flat-fee MLS,
  • Moving and Storage,
  • Mortgage Lending,
  • Homeowners Insurance, and
  • Home Improvement

I’ve also served real estate’s corporate cousins in commercial property development, leasing, property management and facilities management (which is different somehow.)

It’s a fun field because, as long as you are hitting the selling points, you’re pretty much free to paint the picture as eloquently and evocatively as your skills allow. Which also means it’s a great way to give the language muscle a workout. Feel the burn!

I’ll leave you with one of my favorite examples: and old industrial laundry building in a dying rustbelt town being transformed into luxury loft condos. Mmmm, ostentatious!

Read Full Post »