How to write for social media

Social media is impossible to ignore if you’re in real estate: an industry that relies on making connections with people.

According to a recent report from Sensis, just under 70 per cent of Australians are connecting on social media, with Facebook users alone spending 8.5 hours – the equivalent to a working day – on the site each week.

Companies are following suit: the same data revealed 61 per cent of small businesses claim investing in social media contributes to an increase in sales.

Erik Qualman, US author of Socialnomics, said it best: “we don’t have a choice on whether we do social – the choice is how well we do it”.

This is especially true when it comes to real estate. If executed well, an effective social media presence with brilliant copy can help agents build trust and further connect with local clients. But how do you achieve this in just a couple of snappy sentences?

Here are five tips on how to write copy that connects with your target market on social media.

1. Keep it short

Keep copy down to one or two sentences on Facebook, a short sentence or phrase on Instagram, and 125 characters on Twitter. If your post is too long, try removing adjectives and look for places where you can use one word instead of four.

For example, turn:

“Given that even the most experienced of investors are prone to the odd blunder, it would make a lot of sense to add as much weight to your decision as possible."

Into this:

“Add as much weight to your decision as possible – even the most experienced investors make blunders.”

2. Keep it conversational

You’re not writing a corporate letter or a sales pitch, so ditch the jargon and keep your tone friendly and conversational.

Beware of sounding too casual, though! When a clothing brand recently experienced delays for online orders, it sent an email to customers saying, “Soz!” and drew complaints, as the word didn’t seem genuinely apologetic.

Keep it informal but polite: imagine speaking with a parent at the school gate or a work colleague at the pub, not your best mate.

3. Think in headlines

Advertising executive David Ogilvy once said, “When you have written your headline, you have spent eighty cents out of your dollar”.

The same is true on social media. You only get one sentence to make an impact, so keep your copy simple, direct and exciting. To add oomph, try words that create a strong sense of emotion (e.g. ‘boost your chances’, ‘don’t procrastinate’, ‘fall in love’, ‘live your dreams’).

Also, don’t forget about pictures. Did you know Facebook posts with images receive 84 per cent more clicks and 104 per cent more comments than the average post?

4. It’s not a monologue

Sensis found over 60 per cent of social media users are open to changing their opinion of a business if it responds to negative feedback online.

Responding to comments is just as important as your initial post, so be prepared to engage with people – whether the feedback is positive or negative.

Real Estate Copywriting Online provides copywriting and design services to leading real estate agents. Find out more.

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