7 critical elements in your real estate investor copywriting

Real estate investor copywritingReal estate investors need to communicate compellingly to several different audiences. Since face-to-face marketing isnt always possible, they frequently use persuasive written content (“copywriting”) such as signs, ads, flyers, sales letters, websites, and blogs.

If you are a real estate investor and your want to create some persuasive content for your audience, make sure that you include these 7 elements in your copywriting…


The two easiest ways to build trust is by demonstrating that you have knowledge and experience. Before you start writing, list all of your knowledge and experience and then find ways to communicate that effectively.

If you don’t have a lot of space (i.e., you’re trying to squeeze the information onto a small sign), summarize your experience quickly with a phrase like “10x real estate investor” or “investor with 100’s of successful deals”.

If you have lots space (i.e., maybe in a brochure, slideshow, or long-form sales letter), give more detail — how many deals you’ve done, the average profit the deal, the average days on market… or whatever is relevant to your audience.


In copywriting for other businesses, a guarantee is something that I strongly recommend. But in real estate investing, guarantees are difficult to include (and sometimes illegal — depending on what you’re trying to guarantee!). So the alternative is to assure your audience that you will deliver on what you say you will deliver.

Some of that assurance will come from the trust you build (see #1) but for my real estate investor copywriting clients, I strongly recommend that you also include testimonials, which provide a type of assurance that other people have been happy working with you.

In some cases, you might include a guarantee of delivery instead of results. For example, you might be able to guarantee that you will return all calls within 24 hours or you’ll give someone a firm answer within 48 hours about whether you’ll buy their distressed home or not. Those are delivery guarantees because they promise a service-based effort. Compare that to the results-based guarantees (“I guarantee that you’ll get a 50% ROI on this house!”)… see the difference?


Each of your audiences (bird dogs, distressed homeowners, hard money lenders) have a million other real estate investors who want to do similar deals. So you have to stand out and you can do that with an attention getting premise. This might include any of the following:

  • Service-based premise. For example: You’re the fastest-to-respond investor
  • Results-based premise. For example: You’re the most successful investor in the Chicago area
  • Specialty premise. For example: You’re the investor who specializes in 4-plexes
  • Experience premise. For example: You’re the investor is also a military veteran
  • Unique/bizarre premise. For example: You’re the investor who was a world hot-dog-eating champion


People will have objections and concerns about working with you. It can be tempting to gloss over those objections under the misconception that if you don’t mention them, the reader won’t think of them. But that’s a mistake. Instead, anticipate ALL of their objections and handle as many of them as possible in your copy. Here’s a great way to proactively deal with objections.


Developing some great copy that helps to position you as an expert and compels people to act will only work if you think of your copy in the larger context of your sales funnel. How will people see your copy (i.e. what marketing will you use to drive them to your copy)? What are they thinking about when they are reading your copy? What do you want them to do as a result of your copy? And what happens after that? And after that? Where will you upsell them? Do you have ancillary products or services to offer?


People will only act when they perceive value. Your real estate deal might offer value to you when you sell/rehab/rent it… but will the people you want to work with see the same value as you? Beware of approaching your deals with so much tunnel vision that you completely miss out on the fact that the people you work with MUST see LOTS of value to them in the project before they act.

(Note: This is true of any business! I’ve had several potential clients ask me why I won’t take on their project even though it is such an exciting project. Well the harsh answer is: It’s only an exciting project to them. It looks like a money-losing, time-sucking, problem-festering project to me! YOUR bird dogs and distressed homeowners and hard money lenders will have the same mindset about some of your deals if you do not make the IMMENSE value plain to them).


All of your copy needs to have a call to action. You might already know that for your signs and flyers but too many real estate investors ignore this step for their websites and investor slideshows. Whenever you write ANYTHING, make sure that you know exactly what you want your audience to do as a result… and then write all of your content toward that desired step.

[Image credit: Atlanta123]

2 real estate investor sales funnels that I really like right now

I was talking to a prospective client late last week. He’s a real estate investor and he was asking me about different sales funnels that I thought were particularly effective for real estate investors. Here’s the answer I gave him:

There are two sales funnels that I really like for real estate investors right now. Each one is perfect for a slightly different audience.


Sales funnel overview:
Drive traffic > Blog > Newsletters > Become client

Driving traffic to your site: In this sales funnel, you drive traffic to your website through some fairly standard online marketing techniques. Right now I really like press releases and social media for driving traffic. I like articles, too, but because of the recent Google Panda update, I’ve become far pickier in recommending articles as a solution. I’ll only recommend them in certain situations.

Once a visitor is on your real estate investing site: On your website, visitors are greeted with a blog. You blog regularly about topics that are of interest to your audience and you build up your credibility and authority on the topic. You can present yourself as a solution but it needs to be a softer sell. You also prominently feature a newsletter subscription.

Once a visitor is subscribed: Here, you provide even deeper content that makes your subscribers feel like they’re part of an inner circle. You also present more clearly your ability to as a solution to their problem or need.

Buy from you: This is the action that your subscriber takes to contact you so you can help them.


Sales funnel overview:
Drive traffic > Sales letter > (Newsletter) > Become client

Driving traffic to your site: Just like the above sales funnel, you drive traffic to your website through some fairly standard online marketing techniques. But you can also drive traffic to your site through Google AdWords.

Once a visitor is on your real estate investing site: On your website, visitors are presented with a long-form direct response sales letter and a very clear call-to-action. The call to action can be either a subscription to a newsletter or to contact you. (It depends on what you’re selling. I’ll talk more about this in a moment).

(Once a visitor is subscribed): If the call to action (above) was to subscribe to a newsletter, you would send helpful content to them on a regular basis.

Buy from you: This is the action that your site visitor takes at the end of the sales letter OR it’s the action that your subscriber takes at the end of each newsletter you send them.


I presented 2 sales funnels that I really like right now because I think they both can work… it just depends on who your audience is and what you are selling. Here are some ideas to help you choose the right sales funnel for you:

  • If your audience is highly skeptical, choose the first sales funnel because you can spend time building rapport with them. For example, if you are a real estate investor who wants to find hard money lenders to help you buy properties, a blog might be good.
  • If your audience has a very time-sensitive need, choose the second sales funnel and the call to action of contacting you, because a direct response sales letter will help them move forward quickly.
  • If you have helpful content that you can divide into “great for everyone” and “great for only a few people”, then the first sales funnel can work because you’ll want compelling content in your blog and in your newsletter. This doesn’t work for everyone, though.
  • If you want to measure the success of your marketing and drive traffic more effectively, use the second sales funnel because Google AdWords tools can help you manage the metrics in your sales funnel far better than a blast of online marketing and social media efforts.
  • If your audience is already convinced of their problem or need, use the second sales funnel.
  • If your audience is facing a problem or need for the first time and needs to be educated before they can choose your services, use the first sales funnel.
  • If your message has a certain amount of exclusivity to it (i.e. you do something completely different than everyone else), use the second sales funnel.