How to Write Brand Messaging That Converts

You are a successful real estate investor because you know how to talk to motivated sellers and have learned the art of negotiating a deal. However, transitioning that power of persuasion onto your website or social media page requires a different approach and marketing mindset. 

Your online platform is your first point of contact for potential sellers in most cases. You need to craft a brand message that puts you in a position to negotiate the deals. Your message needs to connect with your audience compellingly and authentically. Most importantly, your message needs to reflect your brand accurately and who you are as an investor. 

Below, we look at some tips for writing brand messaging that converts.

Know Your Audience

You’ve heard it many times before: know your audience when crafting your message and posting content. However, what you are trying to target is your desired audience. Otherwise known as a seller persona, your audience is the ideal sellers you wish to reach and convert. Knowing your audience sets the foundation for your entire marketing campaign. 

There are several ways that you can get to know your audience better.

  • Perform comprehensive market research and analysis.
  • Perform competitor analysis.
  • Create a seller persona or target seller.
  • Interact with your audience regularly.
  • Monitor reader engagement (comments, emails, reviews, etc.).
  • Conduct surveys and questionnaires.

Create a Consistent Brand Across All Platforms

When your marketing efforts present a similar message with a matching voice, design, and visual style across all marketing channels, it enables sellers to recognize your brand and understand what you offer. Brand consistency helps you stand out from the competition and encourages people to engage or buy.

Having a unified brand message goes a long way toward helping you connect with your target audience. When you communicate your brand message consistently, your marketing is more persuasive and credible, driving business results. 

One way to ensure your content is consistent is to create a brand guide. Creating clear rules and standards for all content is an important first step toward establishing brand consistency. This upfront work will help you keep focused as you launch new campaigns. Your guide should include elements such as

  • Tone and voice
  • Color and design layouts
  • Logo and images
  • Writing style including font

Consistency is everything in marketing. The more frequently you interact with your audience, and the more consistently you tell your brand story, the easier it is to form a relationship with them. 

Keep Your Blogs Topics Relevant

One of the biggest mistakes real estate investors makes when writing blogs is wandering into territory not relevant to their business or industry. 

For example, if your goal is to negotiate a deal with a motivated seller and buy their house as-is, it does not help you or the seller write a blog about home renovation ideas. This blog topic is more relevant for interior decorators or real estate agents - not investors looking to make a deal on an as-is transaction.

Consider these topic examples below:

Topics Relevant to Your Audience

Topics Not Relevant to Your Audience

‘Can I Still Sell My Damaged House?’

‘How to Renovate My Damaged House’

‘Should I Hire a Realtor to Sell My House?’

‘Can I Negotiate Realtor Commissions?’

‘How to Avoid Showing My House in a Sale’

‘How to Prepare to Show My House’

‘How to Sell My House Fast Regardless of the Real Estate Market’

‘Should I Wait to Sell My House in the Current Real Estate Market?’

‘Can I Sell My House During Foreclosure?’

‘Will I Still Owe the Bank After Foreclosure?’

Keep in mind that although you are an investor in the real estate market, not every topic associated with real estate or home ownership is relevant to your business or your audience. Therefore, if you want to fine-tune reaching your target audience, make sure you write about important issues to motivated sellers - not just any sellers.

Keep Your Message Clear and Concise

The average reader stays on a web page for 15 to 20 seconds. To beat the averages and keep readers on your page, you need a value proposition that highlights who you are and what you offer in as few words as possible. That means learning how to write concisely and clearly to grab and hold your reader’s attention. When it comes to brand messaging, remember: less is more!

  • Choose words that directly convey your meaning.
  • Eliminate unnecessary words, ideas, phrases, and sentences.
  • Use clear and straightforward language.
  • Write in the active voice (instead of passive voice).
  • Keep sentences and paragraphs short.
  • Avoid flowery, filler language.

NOTE: It is important to note that word length matters in content writing. To compete with other websites in your market, you need to write pages that meet SEO standards. For instance, Google right considers 800 to 1,000-word pages the standard for higher rankings. So, you need to strike a balance between conciseness and SEO strategy. Regardless of how many words your page needs, make sure you fill it with relevant and engaging information.

Always End with a Call to Action

A call to action (CTA) is a written directive that encourages website visitors to take the desired action. A call to action can take up different forms:

  • Text hyperlink
  • Button
  • Plain text with no link

“Buy Now” or “Download Now” are typical examples of a call to action. A CTA can run longer, too, such as “Subscribe today so you’ll never miss a post.” Regardless of how you frame your CTA, the important thing is on every page of your website. It does not matter what type of page you are writing - home page, problem page, contact us, About Us, or a blog. 

Contact Freedom Leads for Automated Lead Follow-Up Solutions

Freedom Leads can help you get more qualified leads through Spark, our fully customizable lead generation tool. Learn more about how we can help you implement the Motivated Seller Prospects Marketing Program in your area. 

To check the availability of your market, fill out our application form or contact us at 877-399-2259, and we will walk you through the process. We work with a limited number of real estate investors per market, so claim my market today.