Marketing

5 reasons proper business writing still matters in real estate

Clear, concise communication wins over clients
  • Proper business writing is key to creating good first impressions.
  • Explosion of texting and tweeting is hurting business writing.
  • Good writing produces real-world benefits.

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We’ve all heard the adage, “you only get one chance to make a first impression.” Traditionally, this has referred to one’s physical appearance or professionalism.

Of course, the saying also applies to that beautifully staged Tudor you just listed for half a million dollars.

What might not immediately come to mind when you think about making a good first impression is the importance of your writing. Effective communication, specifically the written word, is one of the keys to success in the real estate business.

Whether through email, sales letters, brochures or website copy, your business can only build positive relationships with customers and create great first impressions using effective writing.

Digital communications are hurting traditional writing

Hindering the development and further improvement of many agents’ business writing skills, however, is the explosive use of texting and tweeting as client correspondence tools.

Rarely do people adhere to proper grammar and spelling when texting or posting to a social media site.

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Although texting and social posts are not inherently bad when used for that purpose, they do have a potentially negative impact if that style of writing starts creeping into emails and other customer-facing communications.

5 benefits of good writing

Because most of us can agree on the importance of proper writing skills in the real estate business, let’s wrap this up by highlighting five tangible benefits of good writing — aside from creating a good first impression:

1. Boosts credibility

When a business is able to effectively communicate to its potential customers in clear, simple, yet professional language, it will most likely win more customers. This is because flawless writing sends signals of diligence and quality.

Poor writing, on the other hand, can destroy a business’s reputation and turn away potential customers who might draw a conclusion about an agent based on a poorly written email or newsletter.

2. Creates opportunities

Businesses need to reach out to potential customers frequently — generally through the written word. Prospecting in the form of sales letters, press releases and social media posts helps create opportunities.

When business writing skills are stellar, the sales cycle — from initial prospecting to closed business — is typically shortened because key messages are comprehended faster.

3. Turns your website into a lead-generation machine

A business’s website is perhaps its most effective lead-generation tool. As such, an information-rich and easily navigated website is essential to convert prospects into customers.

To achieve this goal, your website copy must be clear, concise and compelling, all of which require great writing.

4. Shows your expertise

Even with the best products and services, a business might not succeed if it is not considered an expert or thought-leader in its field.

Having solid business writing skills is one of the ways to demonstrate your expertise to potential customers.

It’s really quite simple — the transfer of knowledge or expertise via effective use of the written word strengthens your brand.

5. Helps build relationships

Positive business relationships, especially in the real estate industry, are key to business success. And the only way to establish such relationships is frequent communication and interaction, which almost always entails lots of writing.

In conclusion, though you need not write like a professional journalist in your daily affairs as a real estate agent, it will certainly benefit your business in the long run to at least be clear, concise and grammatically correct whenever possible.

Sean Whaling is the founder and CEO of eCommission in Austin, Texas. Connect with him on LinkedIn

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