In today’s competitive housing market, clients are more sceptical than ever about real estate agents. They want a real estate agent they can trust. Unfortunately, a lot don’t think real estate agents are authentic. They might get sales but they have problems with authenticity. That’s because they are so focused on sales, their image and time constraints.
Indeed, authenticity is now a problem world-wide.
Take for example the way, Tesla shares dived after Musk unveiled his “America Party” and the subsequent sparring between Musk and President Donald Trump, who Musk donated $288 million to help elect last year. Surveys show 53% of Americans now don’t like Musk. They don’t think he’s authentic.
Then there is Clive Palmer who burned $60 million on a party that won nothing in the 2025 election. The mining magnate promised to bring a Trump-style populist agenda to Canberra, vowing to “drain the swamp,” slash public spending, and legally define gender as binary. The party’s branding also borrowed heavily from Trump’s campaign playbook, complete with “Make Australia Great Again” caps. While Palmer’s Trumpet party ran candidates in all 150 lower house seats and across the Senate, it failed to convert that scale into support. Palmer’s former managers say Palmer can’t be trusted. Voters obviously feel the same way. They feel he’s not authentic.
Then there is Clive Palmer who burned $60 million on a party that won nothing in the 2025 election. The mining magnate promised to bring a Trump-style populist agenda to Canberra, vowing to “drain the swamp,” slash public spending, and legally define gender as binary. The party’s branding also borrowed heavily from Trump’s campaign playbook, complete with “Make Australia Great Again” caps. While Palmer’s Trumpet of Patriots party ran candidates in all 150 lower house seats and across the Senate, it failed to convert that scale into support. Palmer’s former managers say Palmer can’t be trusted. Voters obviously feel the same way. They feel he’s not authentic.
With both Musk and Palmer, people are saying we don’t give a stuff about the money: it’s the authenticity stupid!
Agents as we have seen above might have the same problem as Musk and Palmer.
For many agents, showing their authentic selves online is easier said than done. They have problems showing they’re authentic with busy schedules, sales pressures, and fear of sounding “too personal”. All that holds agents back from connecting with people on a deeper level
That’s where a copywriter comes in—not just to polish their listings or blogs, but to give their brand a voice that actually reflects who they really are
Here are five powerful reasons why every real estate agent should consider working with a copywriter—especially if they want to stand out for sincerity, not just sales record.
1. Most Agents Struggle to Put Their “Why” into Words
The agent might be deeply passionate about helping first-time homebuyers or guiding families through major transitions—but if that’s not coming across in their content, potential clients won’t know it. Real estate agents should provide expert insight into local market trends, recent sales, and area forecasts. A copywriter helps the agent articulate their story and values in a way that feels natural, not salesy.
2. Authenticity Gets Lost in Industry Jargon
Real estate is full of terms that sound cold or generic: “move-in ready,” “motivated seller,” “charming bungalow.” These don’t reveal personality or mission. Sneaky agents often use confusing buzzwords to mislead unwitting buyers. Let’s make one thing clear – not all real estate agents are expert manipulators. Most are caring and honest professionals whose goal is to match buyers with their ideal property. A copywriter helps strip away the fluff and focus on clear, heartfelt communication that resonates with real people.
3. Your Website and Bio Might Sound Like Everyone Else
If the agent’s “About Me” page starts with “I’m passionate about real estate and customer service,” that’s the problem. The agent’s website needs to show their capabilities, expertise and the services that they can provide. It’s a perfect place for people to learn about them and then see some of their wonderful testimonials. That’s how they start to build trust. When they have their own website, it is a custom website about them and one that is designed to bring value to their clients. Copywriters can dig deeper to write bios, social posts, and emails that are specific to them—their personality, their approach, and what sets them apart.
4. Clients Can Feel When Content Is Generic
Today’s buyers and sellers are savvy. They can tell the difference between canned marketing copy and genuine content. In the real estate industry, every transaction is more than just a deal; it’s a significant life event for clients. By embracing authenticity, the agent acknowledges this fact, treating each client not as a number but as a unique individual with specific needs and aspirations. This sensitivity and understanding can transform a professional relationship into a personal connection, making clients more inclined to trust the agent with one of the most important decisions of their lives. A copywriter creates messaging that reflects the agent’s voice, their community involvement, and their unique insight—building trust before the first showing.
5. Time Constraints Keep You from Writing Well
The agent is already juggling open houses, client calls, negotiations, and paperwork. Writing compelling, consistent content often gets pushed aside—or rushed. A copywriter ensures their marketing stays active, intentional, and aligned with their values—without them having to do it all. Outsourcing property listings and other marketing copy to an experienced copywriter can help save the agent time in their working day, leaving them free to focus on other areas, like sales. A real estate copywriter excels at writing about a property. All this saves the agent time and let’s them get on with the business of sales.
In today’s market, buyers and sellers want more than just numbers and features — they want to connect with someone they trust. That’s where authentic, compelling copy makes all the difference.
I’m Leon Gettler from GettlerInk — a seasoned copywriter who understands the real estate industry inside and out. I help real estate professionals tell their story with clarity, honesty, and a voice that stands out.
If you’re ready to turn listings, profiles, and marketing into authentic conversations that win clients, let’s talk.
📞 Call me on 0411 745 193
📧 Or email me at leon@leongettler.com
Let’s make your voice your greatest asset.
