Writing the Best Web Real Estate Content - The Title

You Have Just Seconds to Catch the Interest of the Reader

Real Estate e-Newsletter to Stay in Touch
Real Estate e-Newsletter to Stay in Touch. iStockPhoto

You do a lot of original writing in your real estate business, mostly related to marketing.  We'll talk about the two areas where you spend the most time and effort in content and marketing ad creation and how to make that all-important title an attention-grabber.

Listing Marketing

Just when many of us thought we had a plan for our real estate advertisement titles, along came the Internet. All of our best practices aren't out the window though.

We still need a headline that catches the attention of the reader or prospect. We probably have limited space in which to place it as well. The Internet makes our job a bit harder because of the syndication of our listings.

Just take a look at Realtor.com, as it gets our listings from local MLS's and re-formats them for the site. Everything becomes a linked address. Sorry, but an address isn't my idea of an attention-grabbing headline or title. It creates a uniform display, but uniformity only means your home ad disappears into the pile.

Don't just start into your description with location, bedrooms, baths, etc. Make the very first description sentence an eye-catching title. This usually will show up in the aggregate display of listing search results, and surely will be the first thing they read in the detail view screen on just about any site.

Website Content Titles

The title of your internet page content is arguably the most important factor in getting a click and a page view.

 The title is what shows up in searches, and it only takes a second for a searcher to make a decision on where to click when presented with multiple choices.

There is a resource I use, especially in my freelance writing for clients, the Advanced Marketing Institute's Headline Analyzer.  To use it you simply type in the headline you intend to use and select a category for the material from a drop down.

 The analyzer scores your ad based on various factors, including empathy.  The idea is to try different headlines to get the highest score you can.  Of course, real estate is a bit tricky, as it's not as easy to generate emotion or empathy when talking about title insurance.  Here's how the site explains the scoring:

And for comparison, most professional copywriters' headlines will have 30%-40% EMV Words in their headlines, while the most gifted copywriters will have 50%-75% EMV words in headlines.

A perfect score would be 100%, but that is rare unless your headline is less than five words.

Let's take an example for a title of an article explaining the importance of title insurance with the category Real Estate.  I'll give you the proposed title and the score, and we'll see how important the words are:

  • "The Importance of Title Insurance" - Believe it or not, this got the absolute bottom score of 0.00% with this info:  Your headline either has no words that invoke emotional impact with people person, or the percentage of such words is so low as to be unlikely to make any emotional impact.
  • "Don't Lose Your Home for a Title Issue" - We jumped up to 25.00% with this title; here's the info:  Your headline carries words that have a predominantly Spiritual appeal. AMI research has found that Spiritual impact words carry the strongest potential for influence and often appeal to people at a very deep emotional level.
  • "How to Lose Your Home" - You just hit professional copywriter scoring at 40.00%!  Info:  Your headline carries words that have a predominantly Spiritual appeal.

Notice it's the shortest title, but it hits the sweet spot.  Try this tool, but don't become obsessed with the score.  You should be happy with anything in double digits in the long run.