Many real estate agents face challenges in carving out a unique identity because the industry is so competitive.
They need a brand that sets them apart from the crowd. But they have so many problems doing it.
For a start, they can’t differentiate themselves and rely on the same marketing tactics. That makes it hard for them to stand out. Also, they can’t develop cohesive branding across social media, websites, and marketing materials. Many struggle to tell good stories. Sure, they focus on properties but they fail to establish any compelling narrative about themselves. They need to know how to tell a story to create content that connects emotionally with potential clients. Another problem is they just don’t have time for marketing between listings, inspections and client calls. Agents need sales so selling homes takes priority. As a result, they leave branding efforts on the back burner.
This is why they need a copywriter to solve these problems. And a copywriter can build their brand in 7 ways:
1. Crafting a Compelling Personal Voice: A copywriter helps agents develop a unique voice, ensuring they don’t sound like every other agent in the market. A strong, clear brand voice gets the agent noticed. It keeps those heads turning and makes the agent memorable. This includes refining the agent’s value proposition and creating an engaging bio.
A copywriter knows how to create a tone that resonates with ideal clients. A copywriter will focus on building a well-defined brand that fosters trust, credibility and recognition.
2. Creating Persuasive Listings: Property descriptions should be more than just facts—they need to evoke emotion and highlight key selling points. A copywriter knows how to craft engaging listings that don’t just describe a home but make potential buyers envision themselves living there. The right words can create urgency, attract serious inquiries, and maximize sales.
Having a copywriter on the agent’s team can help create compelling and effective real estate listings that will attract potential buyers by appealing to their emotions. A copywriter knows how to create listings that are SEO-friendly and make properties stand out from the competition.
3. Engaging Website Content: A real estate agent’s website is a crucial touch point. If the content is dry or generic, visitors may not stick around. They just don’t have time. A copywriter ensures every page—whether it’s the homepage, a section, or the listings—tells a compelling story, provides value, and encourages leads to take action.
A lot of real estate agents get technical with listings on their real estate website, almost like they’re trying to impress other agents rather than the general public. When s copywriter puts the target audience first, the audience is able to imagine the kinds of things they want to learn about a property.
4. Effective Social Media Presence: Many agents struggle with consistent, engaging social media content. A copywriter crafts posts that spark interest, generate engagement, and build relationships with potential buyers and sellers. Whether it’s captions, blog articles, pics for Instagram, LinkedIn and Facebook posts or ad copy, a copywriter knows the right words to transform a social media presence into a lead-generating tool.
Over 80% of home buyers are using social media for research yet 74% of real estate agents admit they don’t have the knowledge or the time to properly invest in it. A copywriter knows how to do that.
5. SEO-Driven Content: Ranking high on search engines helps agents get discovered by potential clients. A copywriter strategically incorporates keywords into web content, blog posts, and listings to improve visibility on Google. This means more organic traffic, stronger online presence, and a competitive edge in the industry.
Having a website and posting on social media is not enough on its own. The agent needs to ensure their listings are getting seen at the top of search engine results when people start their online search. A copywriter will do that for them.
6. Emotional Storytelling: Real estate is more than transactions—it’s about people finding homes, new beginnings, and life-changing moves. A copywriter crafts stories that connect emotionally with buyers and sellers, making the agent appear approachable, trustworthy, and invested in their clients’ journeys.
When it comes to buying a home, emotions play a significant role in the decision-making process. A copywriter knows how to find words to build emotion.
7, Time-Saving Strategy Agents already juggle a packed schedule—negotiating with clients, auctions, paperwork, and networking. Writing professional, engaging content takes time. By hiring a copywriter, agents free up valuable hours while ensuring their messaging remains high-quality and effective.
Real estate is a fast-paced business. An agent has to write a property listing in a hurry, leading to rushed copy that they don’t have time to rewrite and edit before publishing online. That’s where a copywriter can help.
A copywriter is not just a luxury for real estate agents—it’s a necessity for standing out in a crowded market by creating a brand.
Too Busy to Build Your Brand? Let Me Handle It.
You’re closing deals, managing listings, and working around the clock. Who has time for marketing? That’s where I come in.
I’m Leon Gettler — a seasoned copywriter who specialises in property. I help real estate professionals like you build a standout brand with smart, strategic content that drives results.
Let’s make your name the one buyers and sellers remember.
Call me on 0411 745 193 or email leon@leongettler.com to get started.
