Copywriting is any business writing intended to build brand awareness or to sell a product or service. Copywriting includes ad copy, website copy, blog posts, email marketing campaigns, agent bios, MLS property descriptions, listing and buyer presentations, and even video scripts. Copywriting can be digital or in traditional print media.
Great copywriting for real estate agents sells your services and expertise. It convinces potential clients to take action, ie. signing up for your email list or calling you to list their home.
Digital copywriting needs to tell Google and other search engines what your site is about. Search engines sift through millions of websites to find the information that their users are looking for. They have to present the best possible information or users will quickly find another search engine. Search Engine Optimization, or SEO, helps your website appear in relevant search results. Digital copywriting needs to be focused on both human readers and the search engines in order to show up in those first few results for a Google search.
Every one of your blog posts and online articles needs to be optimized for search engines. Once your posts show up it can be an ongoing, and free, source of leads for a long time to come but it takes time and effort to build this lead funnel.