Corporate real agencies are big and are prone to complacency.
They’re just focused on sales.
There are times when clients of big real estate companies complain and leave because they expect better service. They regard them as too big and complacent, they don’t really care about customers.
But corporate real estate agents have problems addressing this complacency. In bigger companies, agents may feel like they are part of a large machine, and strict corporate guidelines can stifle creativity. As a result they are less motivated to take risks or go beyond the basic expectations.
To address complacency and build trust and credibility in the corporate real estate space, real estate agents can leverage the expertise of a skilled copywriter. A copywriter can bring a more agile and creative approach, offering unique and personalized strategies that help differentiate the agent’s services within the company’s larger framework.
Here’s how a copywriter can help corporate real estate agents overcome complacency:
1. Refining Brand Messaging
Corporate real estate agents often get too comfortable with their messaging, relying on the same language and pitches.
A copywriter can:
- Evaluate existing materials and inject fresh, strategic content that resonates with a target audience.
- Position agents as industry experts through compelling storytelling and value-driven content that speaks directly to corporate clients’ pain points such as finance difficulties, complexity of the buying process, property management issues, property valuation uncertainty and legal and regulatory issues.
- Ensure consistency in tone and voice across all platforms, helping to maintain a professional and reliable image.
2. Crafting Thought Leadership Content
A copywriter can help agents build credibility by:
- Creating thought leadership pieces such as whitepapers, blogs, and articles that showcase deep knowledge of the real estate industry, trends, and market analysis.
- Publishing insightful content that addresses corporate clients’ needs, demonstrating that the agent is proactive, knowledgeable, and a leader in the field. One of the most important strategies to anticipate client needs is to listen actively to what they say and how they say it. Active listening means paying attention, asking open-ended questions, paraphrasing, clarifying, and summarizing what you hear. By listening actively, you can uncover your clients’ motivations, preferences, concerns, and goals. You can also identify any gaps, misunderstandings, or conflicts that need to be addressed. Listening actively shows your clients that you care, respect, and value their input, and helps you build rapport and trust.
3. Targeted Communication
Over time, agents might become less attentive to evolving client needs. A copywriter can help overcome this by:
- Developing tailored communication that speaks to different segments within corporate real estate, whether office, retail, or industrial. Real estate is the market for fixed properties, such as land, homes, and buildings. The main segments of the real estate sector are residential, industrial, and commercial real estate.
- Reworking client outreach strategies to ensure that communication is always relevant, timely, and solution-oriented..
4. Optimizing Digital Presence
In the digital age, an agent’s online presence is a key part of building trust. A copywriter can:
- Revamp web content to improve SEO, keeping the agent visible to corporate clients searching online for real estate services. The strategies can include drafting compelling content, targeting key words, using links, adding listings on the website that highlight the unique features of properties in a clear, professional, and persuasive manner.and adding optimised images, graphs and videos to engage users and improve chances of conversions.
- Develop client case studies and testimonials that show proven results and build confidence among potential clients.
5. Creating empathy
Corporate clients are looking for agents who understand their specific needs. A copywriter can:
- highlight solutions to common challenges faced by corporate clients, such as finding prime locations, reducing costs, or managing complex transactions.
- demonstrate empathy by crafting messaging that shows the agent is attuned to their clients’ priorities and is ready to offer valuable, customized solutions. Empathy and trust are essential ingredients for developing solutions, winning and retaining business and avoiding or diffusing conflict. Empathy and trust are essential for handling complaints and retaining customers. The ‘steps of the sale’ (persuasion, closing techniques, features and benefits etc) do not build rapport or relationships – empathy, trust, understanding and sympathetic communications do.
6. Dealing with overconfidence
Complacency often comes from overconfidence or a lack of adaptation to changes in the market. A copywriter can:
- Introduce fresh, dynamic content that encourages agents to stay engaged and continue evolving.
- Create marketing campaigns that push agents to focus on growth and adapt to the latest trends and client expectations. It takes a smart, effective, creative marketing strategy to stand out in the competitive luxury real estate market. A copywriter will dive into favorite tried-and-tested real estate marketing ideas that are sure to elevate the brand, develop new audiences, and keep leads engaged.
By partnering with a copywriter, corporate real estate agents can re-energize their approach to client engagement, overcome complacency, and build long-lasting trust and credibility with corporate clients.
Attention Corporate Real Estate Agents!
Are you struggling with complacency in your agency?
Tired of being under the thumb of head office and not making meaningful connections with your market? It’s time to take action!
Contact Leon Gettler at GettlerInk – a seasoned copywriter and finance expert who knows the real estate industry inside out.
📞 Phone: 0411 745 193
📧 Email: leon@leongettler.com
