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6 Social Media Ad Copywriting Tips for Realtors

By Ben Shepardson | August 21, 2017

Compelling copy is crucial for real estate agents using social media to grow their brand and increase leads. Social media may be the first encounter a lead has with your agency, and using the right words can impact a viewer's continued willingness to engage with your brand.

These 6 social media copywriting tips for realtors can help you create effective posts with less effort than you might think:

Speak to your target audience.

Understanding who you're talking to can help craft the right tone and verbiage. The more specific your audience, the easier it will be to write appropriate copy.

For example, if you are targeting Millennials you might consider using pop culture references, memes, or in-the-minute buzzwords that show you "get" them.

Focus on What You Say and How You Say It

The sentence "I never said she stole the money" has seven different meanings, depending on which word you emphasize. It's an old example that's been around as long as the internet, but its purpose remains relevant: you can't always predict which word a person will emphasize in their minds while reading your copy.

If you want to bring attention to a specific word, italicize it or make it bold. Don't leave it up to interpretation. Make sure your intended message is as clear to others as it is to you. If possible, have someone else read your copy and get their feedback before posting it to the masses.

Know Your Character Limits

Each platform has its own limitations to the number of characters that will appear on an ad or post. Tweets max out at 140 characters, while Facebook ads limit headlines to 25 characters and copy to 90 characters. While Twitter's rule is set in stone, you can go over the character limit on Facebook ads if you don't mind part of your copy being cut-off.

The point here is to say what you want to say concisely. If your audience can't see all of your copy without clicking, they might not bother.

Opt for Action Words

As the old saying goes, "Actions speak louder than words." And when you have nothing but words, inject a little action into them by using strong verbs.

Real estate agents should opt for verbs that inspire participation while creating a sense of community. Words like "learn," "discover," and "join" can encourage the reader to become a part of what you're offering and engage with your brand.

Avoid Salesy Language

Social media is not a marketplace for homes and properties - it's a brand-building tool that lets others in your community get to know your brand. The last thing your audience wants is a flowery sales pitch interrupting their news feed of family vacation photos and birthday party highlights.

While you want to make 20% of your social media content revolve around your agency or brand, keep the sales language to a minimum. Instead, choose words that add value to every post, promotional or not. Your readers will appreciate the difference and may trust you more because of it.

Answer the 'What's In It for Me?' Question

Whether you're sharing property listings or your latest blog post, your audience wants to know why they should care. Make sure you address what's in it for them as clearly as possible. This means setting clear expectations in your headline and/or descriptive copy to ensure your viewers aren't disappointed after they click on your content.

Realtors should understand they don't need to be expert writers to create effective social media posts. With a little practice and testing, you can spend less time writing good ads and more time enjoying the results.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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