Episode #188 Copywriting to Attract Leads with William Adkison and Nick Tozier

In this episode of The Hyperfast Agent Podcast, host Dan Lesniak speaks with copywriters Nick Tozier and William Adkison. Nick and William are the copywriters on Dan’s team; they write marketing collateral every day — and they know just how important writing is when it comes to communicating your message to your clients. With differing backgrounds, Nick and William bring different writing perspectives, but they both agree that copywriting is essential to real estate marketing!

 

Episode Highlights: 

  • William began his writing career when he was teaching at a university, eventually progressing into academic copywriting.
  • Nick has been writing copy for over 15 years, touching blogs, articles, product descriptions, and real estate.
  • William outlines the differences between academic writing and sales copy, mainly the engagement aspect.
  • As a Masters student, William taught entry-level history to undergrad students before leaving academia.
  • People skim and scan online, only occasionally stopping to read content from front to back.
  • The hook acts as a tool to draw people into the story, whether it be in an article or an Instagram post.
  • There needs to be a clear call-to-action (CTA) or an offer at the end.
  • William aims to bring in organic traffic to the team blog through longer-form content, giving a lot more story to work with.
  • Nick tests small changes on emails, ie. colors, fonts, headlines, to see what works the best.
  • Make sure to track your email numbers, how many clicks, opens, etc., to see what works well with your audience and what doesn’t.
  • Start with some kind of blog, on LinkedIn or your website, and answer the questions that you receive as an agent.
  • Focus all your attention on the hook and the offer by reusing the content that you are already making.
  • The fear of having their words rejected stops real estate agents from doing this consistently and making it their own.
  • It’s important to trust that the message you are trying to send is the right one; some people will love it and some people will reject it.
  • Those that disapprove of what you have to say are going to be much more vocal than the ones that agree with you.
  • All engagement, whether it’s positive or negative, is useful because it makes it more likely that your content will appear in searches.
  • There is a sense of triumph that lies in flipping a negative reviewer into a positive one.
  • Consistency in creating content is key to getting results and building confidence.
  • Repurpose your longer-form pieces into smaller articles to address your clients’ pain points and efficiently use your time.
  • Create a swipe file so that you can take other’s creative ideas and adapt them to your business.
  • Both Nick and William were able to use their past experiences to create success in the real estate copywriting industry.
  • Each candidate in the election is going to have their unique effect on the real estate industry.
  • William spends his spare time writing for his personal blog and creatively, just for fun.
  • When Nick isn’t writing, he enjoys playing guitar because it’s a challenging hobby with a large personal payoff.

 

3 Key Points:

  1. At the end of the day, your marketing needs to engage the readers enough to get them through the story and to your offer.
  2. It’s important to dedicate some time each day toward creating decisive content, making sure to consistently provide value to buyers.
  3. It’s important for real estate agents to remain unique and not fear rejection when putting their content online.

 

Tweetable Quotes:

  • “The hook’s job is to just get them to stop and look and be drawn in.” – Nick Tozier
  • “The goal is to get them reading through and to get them to your offer, your CTA.” – Nick Tozier
  • “If you spent an hour every morning of focused time writing…you could be highly effective and probably double or triple your business.” – Dan Lesniak
  • “A lot of really incredible writers fail because they never write…Just get the content out there.” – William Adkison
  • “People will take a far bigger risk to avoid a loss than to press a gain because they don’t want to appear as a loser.” – Dan Lesniak

 

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