Commercial Real Estate - Copywriting Tips and Tools to Reach Your Target Audience - By: Steven Barlow

Talk to the 'local' property owners to view if the property has any history or identity that may suit the marketing of the property. This is particularly relevant if the property has a name or is situated in a prominent location.

Produce a headline to use for the property adverts across the entire campaign. The same headline should feature in all adverts unless you are attracting several target audiences.

Out of your trigger words, create 4 or 5 short phrases that can be used in the advertising layout as 'dot points'. The phrases ought to be focused on the needs with the target audience that you determined earlier.

Use photos in your marketing advertising layouts. If possible get the photos done professionally so they really really capture the image of the property.

Long sentences and paragraphs in your adverts are not needed unless something special has to be said (adverts are certainly not normally the place to do that anyway). Keep all copy to simple together with short sentences. Dot points are great to capture the reader.

A good advert should grab the attention of the target audience; the photos you use and headline will normally try this. The dot points of features will extend the eye.

Always have a proactive approach at the base of the advert so the reader can easily see who to contact. An issue simple like, 'Call Brian Smith now on Phone 023827 for more detail' is quite effective.

Avoid giving an excessive amount information in the advert as you won't normally be fully read and could even stifle enquiry. Property people want the facts and not the 'fluff'. Simplicity is the rule here so anymore detail they want can be obtained in making the contact call back the salesperson.

The important thing rule of copywriting adverts is always to write just enough to obtain interest so the reader probably will make the call. In closing about this topic, it is remarkable just how long some agents take to go back a telephone call right now. Anything over 24 a long time is lost business. Take the call in regards in or return the call within 3 hours; this is certainly an acceptable time frame to answer an enquiry. If a call comes in too late at dusk (after 9pm), it is correct courtesy to return the call at 8 am the next day.
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When you're dealing with a copywriter, a few terms may come up that you're unaware of. If that happens, never hesitate to speak up; copywriters are pros at translating industry jargon into layman's terms, and they'll happily help you. But if you'd rather go into the conversation looking like an experienced guitarist yourself, here is a rundown of some of the basic copywriting terms together with what they mean.

Benefits : The way your product or service can help your prospective client or fulfill their needs (in comparison with features).

Telephone out: An additional little bit of copy in your project that's "called out" with graphics, such as an information box (otherwise known as a sidebar) and featured quote (often called a pull quote).

Call to action: The specific action you will want prospect to take after reading your marketing materials, such as call a toll-free number or submit a reply card.

About the Author

Copywriting is a ability and that's why it's safer for a business if you hire a seasoned writer. Take advantage of their experience and find out more about why a good copywriting can this impact on your company.

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