Working with real estate agents has long been a desire of mine and I wanted to kick that off by sharing this post. As a written marketing expert, I understand that a business professional can win – or lose – clients simply because of poor writing. A badly written sentence can lead to a prospect trusting your credibility and expertise.
If you write and share great content, you build your authority and trust with your potential clients. Here are five writing sins that all real estate (and other business) professionals must avoid:
- Lose the clichés. Every industry has its own unique phrasing that, when overused, becomes cliché. Communicate in clearly thought out sentences. If you can’t think of anything to write, then step back and don’t write anything.
- Your sentences are essentially paragraphs. When you’re writing for the web you need to write short, concise sentence. A simple sentence will get your message across to potential clients than will a long, flowery sentence that leaves the reader scratching his or her head.
- Believing you can catch your own mistakes. If your forte and area of expertise is selling real estate, you may want to work with someone who will proofread and edit your blog posts. (You are blogging, aren’t you?) When you’re writing it’s easy to believe that you typed what you meant to, when in fact, your sentence needs some tweaking.
- Not understanding grammar rules. Yes, every rule is made to be broken, but there are some rules that you should attempt to adhere to. Yes, every industry has its own set of rules for capitalization and punctuation (think newspapers and magazines) and you should follow them. If your industry doesn’t have any guidelines, then you will want to make up your own set of writer’s guidelines. These guidelines should include rules for capitalization, punctuation, word use, acronym use, etc.
- Don’t make everything a list or a set of bullet points. Give your readers some meat when they’re reading your blog posts. If you’re writing about how to stage a home for an open house, use paragraphs; if you’re blogging about the best way to pack for a cross country home move, add a bullet or two, but share in paragraphs. (Remember point #2, though and use short sentences).
Do you blog for your clients? If you’re a real estate agent you could become the go-to resource if you’re sharing information that individuals who are buying, or selling, a home can implement. What is your blogging ritual?