Writing property copy is one of the most painful tasks a real estate agent is required to do. It’s up there with doing buyer inspections on a Sunday morning, but not as bad as pretending to like cats at a listing presentation when you’re more of dog person

Last year I wrote a blog outlining 3 reasons why you should outsource the stuff you hate doing. As we start a fresh new year, there’s no better time to elaborate on this further and outline the types of tasks real estate agents can outsource. If increasing productivity and time is on your new year’s resolution list for 2019, read on to discover the first of three tasks that I will be sharing in this series.


What is real estate copy? And why should I outsource it?

Writing property copy is easily one of the most painful jobs an agent is required to do. (It’s up there with doing buyer inspections on a Sunday morning, but not as bad as pretending to like cats at a listing presentation when you’re more of a dog person). Sure, you can whip up the usual bland and boring ad. But if you want to write something fresh and original, it can be a time-consuming process.

Types of real estate copy include:

  • Property ads (listing descriptions)
  • Blogs
  • Newsletters
  • Emails
  • Marketing material
  • Scripts for videos
  • Editorials

The time it takes to write the above content on a weekly basis is mind-blowing.

Say you list a house this week. You can expect to waste at least 1 hour writing the ad for realestate.com.au. If you’re doing a video, then allow another hour to write a script – keeping in mind that it needs to meet the requirements and layout of the videographer.

Then there’s the monthly blog, weekly newsletters, client emails, brochures – yadda yadda yadda.


How to outsource your real estate copy

So, unless you love writing and secretly have career aspirations to become a writer for Better Homes and Gardens Magazine (oooh a topical subject!) then consider outsourcing your property copy.

A specialised real estate copywriter can do this for and it’s easier than you think. Now that agents are engaging professional photographers instead of using the dodgy pics taken on their iPhone 3GS, the quality of the images used for marketing has improved. This makes it easier for the copywriter to see clearly the benefits and features of the home. Along with floor plans and Google maps, there very rarely is a need for the copywriter to attend an onsite inspection.

I once wrote an entire description from watching an agent’s “sneak peek” walk-through video on their Instagram page. Wow – what a time to be alive!

If you hate writing and or don’t have the time, your property copy should be one of the first things you outsource as a real estate agent. And if you need a hand with that, feel free to reach out here.

Keep an eye out on the blog for the next task that real estate agents can outsource. Sign-up for updates on my website here.

 PS: An added bonus to outsourcing your property copy, is when the seller comes back and whinges that you didn’t mention the dimmer switches in the 3rd bedroom – you can blame the copywriter!

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