RISMedia's Real Estate Magazine

AUG 2018

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1007402

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to create a detailed buyer persona; it helps you better understand the challenges your reader faces, their pain points, how they learn and their goals. 4. Add to the conversation; don't rehash it. To cut through the clutter, your content should add something new, be of higher quality or more comprehensive than what already exists, answer all the reader's ques- tions about the subject, and include the most recent and relevant data for support. Before you write, research what already exists on the subject and ask yourself, "What's missing?" 5. Write the way people search. What words do people actually use to search and communicate? If your target reader searches for fi- nancial planning rather than wealth management, you'll naturally want to use the former in your headline and content. Use keyword research to guide you, but always default to what sounds natural and interesting to your audience. 6. Settle on one core idea. A clear piece of writing should have one main idea, and everything else should tie back to it. When you be- gin, identify the main object and how the reader will benefit, and add it to the top of your draft. 7. Support your brand messag- ing, values and strategy. In ev- ery piece of content you create and distribute, think carefully about the words you use, the tone, the subject matter and the details you provide. Every aspect should reinforce the reader's view of who your brand is, and why they should want to know you better. 8. Give it a relevant call to ac- tion. You might ask them to share the content or leave a comment, to subscribe to your newsletter, or to download a related piece of content to take with them. This encourages people to keep interacting with your company. Ask for it directly and make the conversion process as seamless as possible. 9. Comb through it for errors and poor grammar. The final stage of writing—the editing process—is of- ten rushed. Take time to refine your content pieces. This will ensure that you correct any errors that could damage your credibility and the trust you've built with the reader. 10. Use contractions. Contractions help you sound more conversational and more human in your writing, so be sure to change words like "do not" to "don't" and "would not" to "wouldn't." RE HELP YOUR AGENTS BUILD THEIR BUSINESSES WITH THE ONLINE www.store.realtor GET 20% OFF to receive 20% off your next purchase! USE DISCOUNT CODE SHOPRIS From sales and marketing to legal resources, research and more, the REALTOR ® STORE has you and your agents covered! NAR National Association of REALTORS®

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