The rental business is a rather challenging niche to make money in. A lot rides on sales skills and impeccable copywriting. There's a distinction between content marketing and copywriting. The latter is what will be discussed here. Copywriting is a set of concepts that aims to make potential buyers more interested in the specific thing you advertise.
This article will go over some basic tips for writing an engaging rental post; you may find this especially useful if you have no prior experience writing copy for rental businesses or have no interest hiring professional writers to do the job for you. There are countless approaches and practices that expert copywriters use; they’re based on years of research and testing of various rental descriptions. Without further ado, let’s get down to business.
Pick The Right Vocabulary
Words matter! As a rental business, your main task is to convince interested visitors to become clients. But who are those interested visitors? In other words, who is your target audience? The descriptions you write should directly appeal to your demographic. You won’t garner much success by having one copy for every group of customers. Instead, come up with a separate listing for every group of prospects: be it young adults, couples, or elderly customers.
Once you got your target audience down, go over the things your audience may be interested in. What kind of a rental is it? Remember to focus on the needs of your target audience and use the language that would entice them, and convert visitors into clients. “Put yourself in your customer’s place” remains the golden rule for every business and it still very much applies to business writing.
Make Full Use Of Conversational Tone
It’s a piece of trivial advice, but it bears repeating. If you think that formal tone of writing adds to how professional your rental description is, you might be in for a rude awakening. Rigidly formal or way too relaxed writing formats may not bring in the desired results. Consider every client a friend; respect, occasional levity, and general accountability are what's needed.
Informal yet substantial in all aspects (informative, clear, concise) description will give you the desired advantage – you will break the proverbial ice. One thing of note, make sure to avoid tonal shifts. Do not change the tone throughout your description, keep it consistent.
Separate Yourself From The Crowd
The markets grow every day, and competition becomes stiffer by the minute. Increasing competition makes it more difficult to conquer a share in the industry. Consider the following in your quest to acquire new clients – unique value proposition. The best way you can relay this idea is by making your rental description stand out. Unfortunately, not many can find themselves in the position to offer something truly unique. Instead, concentrate on emphasizing the aspects that may give you the upper hand and draw attention to your listing description.
Avoid cliché terminology such as “best warehouse in the world” or any other commonplace shtick. Your potential customers have already had their fair share of similar rental descriptions and may be fatigued to the point of boredom.
Don’t Describe – Tell a Story Instead
Emotional response is a strong tool, and modern rental business copywriting can’t do without it. From a literary standpoint, the best way to evoke emotions is to tell a story. A story about what your customers will get should they choose your listing.
Trends in rental copywriting constantly change and visual storytelling are quite a useful tool as well. Consider adding images to your copy, images that will help support your vision. A notable, yet low-key suggestion – use images of smiling people. It’s much easier to pick up on emotions if you have them right in front of you.
Avoid Writing Too Much
Google’s “mobile first” index focuses on the content usability for mobile visitors. More users tend to browse the internet on their mobile devices. Optimize your listings to look good on smartphones, and do not write lengthy copies – make sure your writing is clear and succinct.
Do Not Get Carried Away
Specifics are what your clients need the most. They did not start reading your rental description to see a vague description of the property in question (however, location and prices do play a big part in any description). Remember: there are many competitors in your industry. Your rental copywriting should focus on what makes you the best among many similar offers. Stick to the important details, lost the junk.
Rental copywriting requires complete attention to the details. Unlike general copywriting, here you need to be succinct but thorough, use as many details as possible while making sure your clients clearly get the idea of what your property is all.
So there you have it, some basics to get started. Here’s hoping that these tips will boost the number of prospects and help raise your rental business to a new height.
About The Author: John Obstander is an occasional contributor to EssayClick. He is passionate about copywriting techniques. John shares his knowledge with students on the StudyClerk.co site. He also has a blog dedicated to spying apps.
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