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The Best Guide to Real Estate Marketing for Realtors

How to Build Rapport with your website visitors on the “For Buyers” page (Step 5c of 10 - How to create a Real Estate Niche Website)

[fa icon="calendar"] Oct 13, 2016 6:52:00 AM / by UberDara

UberDara

I’d be willing to bet my hard-earned money that over 80% of Realtors are using generic, "canned" content on the For Buyers page on their website.

The kind of text that makes any website visitor’s eyes glaze over before they start the second sentence.

If you’re going to the effort of creating a website that speaks to a special segment of the market - a segment you know and love - then this is the best opportunity ever to customize that boring “For Buyers” content with something genuine and specific.

Grab attention by knowing who your website visitors are (or will be). And then write to them.

As an added bonus, the more content your farm-area website has that speaks about that niche, the stronger your site will be in the eyes of the search giants . So take every opportunity to infuse your website with mentions of the area, or type of property, in your niche!

Remember my good website copy writing style tips:

  • Be conversational and lean towards writing the way you would speak.

  • Know that your writing doesn’t have to be formal (or boring!) to be professional.

  • Don’t be afraid to be funny and show personality. It’s easier to dial back the energy
    than to try to spruce up something dull.

  • Say it out loud! If words get stuck between your head and your fingers, try talking before writing.

  • Read it out loud (to a friend, or pretend you’re reading it to a friend)! If it comes out awkwardly, adjust.

As an expert in your niche, working with this area or with this type of home, chances are good you’ve answered many, many questions from clients. Often the same questions, asked over and over, by different clients.

Download the four writing articles in one convenient PDF:

Free PDF Download: Realtor Website Content Writing Guide

With those questions and their answers in mind, answer these questions to develop an effective “For Buyers”page:

  • Who are you speaking to? Identify your target audience to let the reader know that you’re actually talking to them and not to just any buyer out there!

  • What’s available? If a prospective home buyer (who doesn’t know you) has landed on your website from a Google Search, then they are looking for something in particular - listings, or information about buying in the area. Start by showing them where to find the listings they might be interested in.

  • What’s around? Why do you love to sell your clients into homes in this area or this type of home? Tell them about it. Reinforce their decision to buy.

  • What’s involved in buying? What details would be helpful to any buyer about the process of buying this type of home or in this area?

  • FAQs. What questions do you invariably get about this area or these properties?
    Don’t be afraid to spell this out. [TIP: You could make this its own page, if you had enough content!]

  • Sneak Peek. Tell them what to expect when they work with you on buying a home. What kind of service you provide, specifically to this niche. What makes you stand out from other agents serving this area?

  • Their Turn. The purpose of your website is turning your website visitors into contacts into clients. So ask them to reach out to you, whether it’s a call, email, or to fill out a form - whatever next step you want them to take.

You can always use the audio recorder on your smartphone to record your thoughts and ideas for the For Buyers page out loud.

You can also just draft bullet points and hand it off to a writer to make it flow just right.

Just remember to actually talk to the person targeted by your chosen website. As ever, this is not the place to be generic, or to be “everything to everybody.”

Take advantage of this space and have fun with it!

Click + Read the next article: How to make a great impression and
get the right leads, using the "For Sellers" Page (Step 5d of 10)

Download the four writing articles in one convenient PDF:

Free PDF Download: Realtor Website Content Writing Guide

Topics: niche websites

UberDara

Written by UberDara

Dara has been helping agents market themselves and their listings online since 2005. Have a topic you'd like to know more about? Drop Dara a line.

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