How to Write Website Copy for Realtors That Attracts Dream Clients (With Templates)
If you're a realtor staring at a blank screen wondering what to write on your website, I see you.
As a web designer based in St. Louis who works with service-based professionals like you, I understand the real estate world better than most designers—I spent years as a property manager before transitioning into web design. I've seen firsthand how brilliant realtors can negotiate deals in their sleep and know their market inside and out, but when it comes to finding the right words to describe their services and stand out online? That's where even the most experienced agents get stuck.
Here's what I've learned—both from my years in property management and now as a web designer: You don't need to be a professional copywriter to create a website that attracts your dream clients. You just need the right framework.
In this guide, I'm sharing the exact copy templates I use with clients—the ones built on what actually works in real estate. These are fill-in-the-blank templates you can customize for your business, whether you're building your site yourself or working with a results-driven designer like me.
Why Website Copy Matters for Realtors
I'll be honest with you: beautiful design can only take you so far. And coming from a property management background, I learned early that results matter more than aesthetics.
I've seen stunning websites fail because the copy didn't connect. And I've seen simple, clean designs convert like crazy because every word was strategically chosen to speak to the right client.
Your website is often the first impression potential clients have of you. In fact, 97% of homebuyers use the internet to search for homes, and they're not just looking at listings—they're researching YOU. They're asking: "Can I trust this person with the biggest purchase of my life?"
Great website copy does three things:
Builds trust - Shows you're a credible, experienced professional who understands their needs
Connects emotionally - Speaks directly to your ideal client's dreams and concerns (not just facts and features)
Drives action - Guides visitors to schedule a consultation, browse listings, or contact you
Poor copy? It makes visitors bounce to your competitor's site within seconds. Having worked in property management, I know how competitive the St. Louis real estate market is—and how important it is to stand out online when clients have dozens of agents to choose from.
The 5 Essential Pages Every Realtor Website Needs
Before we dive into the templates, let's talk about the pages your website must have. My approach is results-driven—every page needs to serve a purpose and move visitors closer to contacting you. Here are the non-negotiables:
1. Homepage
Your homepage is your digital storefront. It needs to immediately communicate who you serve, what you do, and why visitors should choose you. You have about 5 seconds to hook them.
2. About Page
This is where you build trust and personal connection. I always tell my realtor clients: this is your highest-converting page. Clients want to know who they're working with, especially for a decision as big as buying or selling a home.
3. Services Page
Clearly explain how you help buyers and sellers. I see too many realtors assume people know what a realtor does. Don't make potential clients guess what you offer or how you're different.
4. MLS Listings Page
Showcase available properties and make it easy for buyers to search and schedule showings. This is where function meets form—it needs to look beautiful AND work seamlessly. I offer IDX integration as an add-on to my website packages, which automatically displays up-to-date MLS listings directly on your site. No more manually updating properties or sending clients to third-party sites—everything they need is right there on your beautifully branded website.
5. Contact Page
Remove all friction from the process of reaching you. Multiple contact options = more leads. I always include at least phone, email, a contact form, and ideally a calendar booking link.
Now, let's break down what to write on each page.
Homepage Copy Template for Realtors
I design a lot of homepage hero sections, and I've tested what works. Your homepage has one job: Hook visitors in 5 seconds or less.
Headline Formula:
Option 1: Your [Location] Real Estate Expert
Option 2: Find Your Dream Home in [Location] with Confidence and Ease
Option 3: [Location] Realtor Helping [Ideal Client] Navigate Real Estate with Ease
My favorite approach? Be specific about who you serve. "Denver Realtor Helping First-Time Buyers Find Their Perfect Home" beats generic "Real Estate Services" every time.
Subheadline Template:
"I'm [Your Name], and I specialize in helping [ideal client type: families/luxury buyers/first-time homeowners] navigate [location] real estate with personalized service, local expertise, and a commitment to finding you not just a house—but a home you'll love for years to come."
Call-to-Action:
Schedule Your Free Consultation
Browse Available Homes
Get Your Home's Value
Designer's Note: I always place the CTA button in a contrasting color that stands out from your brand palette. It needs to be impossible to miss.
About Page Copy Template for Realtors
Here's something I tell every client: Your about page is where personality shines. This is your chance to connect on a human level, and honestly, it's often the page that seals the deal.
When I'm designing about pages, I focus on creating a warm, inviting layout that makes people want to read your story. But the story itself? That's what converts.
Opening Hook:
"Hi, I'm [Your Name]—your trusted partner in [location] real estate."
The Experience Statement:
"For the past [number] years, I've helped [number]+ clients find their perfect home, and I believe that buying or selling a home should be exciting, not stressful. That's why I focus on [your unique approach: personalized attention/transparent communication/expert negotiation] to make your real estate journey as smooth and successful as possible."
Your Personal Story:
This is where you get real. Share why you fell in love with your area. Share what drives you. People don't hire realtors for their credentials alone—they hire people they trust and connect with.
"I fell in love with [location/neighborhood] when [brief personal story: I moved here with my family/I bought my first home here]. Since then, I've made it my mission to help others discover what makes this community so special. Whether it's the [unique feature: award-winning schools/vibrant downtown/peaceful neighborhoods] or the sense of community, I know this area inside and out—and I can't wait to share that knowledge with you."
What Sets You Apart:
"What sets me apart? I don't just show houses—I listen to your dreams, understand your needs, and work tirelessly to find you a home that truly fits your lifestyle. My clients appreciate my [qualities: attention to detail/responsive communication/skilled negotiation], and many have become lifelong friends."
Credentials:
Licensed in: [State/Region]
Specialties: [luxury homes/first-time buyers/investment properties]
Certifications: [any relevant certifications]
Designer's Tip: Always include a professional photo on your about page. Ideally one that shows your personality—not just a stiff headshot. I love when my clients include photos from their community involvement or with happy clients (with permission, of course).
Services Page Copy for Realtors
When I design services pages, I keep them clean and scannable. People are skimming, not reading novels. Your copy should match that energy—clear, benefit-focused, easy to digest.
Introduction:
"Whether you're buying your first home, selling a cherished property, or investing in [location] real estate, I offer personalized services designed to make your experience seamless and successful."
For Buyers Section:
Headline: Find Your Perfect Home
"I'll help you navigate the [location] real estate market with confidence. From your initial search to closing day, I provide:
Personalized home tours tailored to your wishlist
Expert guidance on neighborhoods, schools, and local amenities
Strategic negotiation to get you the best price
Seamless coordination with inspectors, lenders, and title companies
Support every step of the way—from offer to keys in hand"
For Sellers Section:
Headline: Sell Your Home with Confidence
"Ready to sell? I'll help you get top dollar for your home with a proven marketing strategy:
Professional staging consultation and pre-listing preparation
High-quality photography and virtual tours
Strategic pricing based on current market analysis
Targeted marketing to reach qualified buyers
Skilled negotiation to maximize your profit
Smooth transaction management from listing to closing"
Designer's Note: I always add custom icons or graphics next to each bullet point to make services pages more visually engaging. It breaks up the text and draws the eye down the page.
MLS Listings Page Copy Template
Your listings page should invite exploration while making it easy for visitors to take action. I design these with lots of white space and clear filtering options—and if you add IDX integration to your site, visitors can search all available MLS listings in real-time without ever leaving your website. It's a game-changer for converting browsers into serious buyers.
The copy sets the tone for this experience:
Page Headline:
"Explore [Location] Homes for Sale"
Introduction:
"Browse my current listings and discover your dream home in [location]. Each property has been carefully selected for its [quality/location/value], and I'm here to help you find the perfect match for your lifestyle and budget.
Can't find what you're looking for? I have access to every listing in the [region/MLS]. Contact me and I'll create a custom search tailored to your specific needs."
Call-to-Action:
"Ready to See It in Person? Schedule a showing today and let me show you why [location] might be the perfect place to call home."
Below Listings:
"Not Seeing What You're Looking For? The perfect home might not be on the market yet. Set up a custom listing alert and I'll notify you the moment a property matching your criteria becomes available."
Contact Page Copy for Realtors
Make it ridiculously easy for people to reach you. When I design contact pages, I include multiple options because everyone has a preference.
Headline:
"Let's Find Your Dream Home Together"
Opening Copy:
"I'd love to hear from you! Whether you're ready to start your home search, thinking about selling, or just have questions about the [location] real estate market, I'm here to help.
Reach out today and let's schedule a free, no-obligation consultation. I'll answer your questions, discuss your goals, and show you how I can make your real estate journey stress-free and successful."
Contact Methods to Include:
Phone number
Email address
Office address
Hours of availability
Contact form
Calendar booking link (I integrate Calendly or Acuity into most sites)
Designer's Tip: Make sure your MLS integration is mobile-friendly and includes high-quality photos. I offer IDX integration as an add-on service, which means your listings automatically update in real-time—no more manual uploads or outdated information. Plus, when buyers search on your site instead of Zillow, YOU get the lead, not a third-party platform. Add a clear call-to-action on every listing for scheduling showings or requesting more information.
5 Website Copywriting Tips Every Realtor Should Know
After years of working with real estate agents, here's what I've learned about copy that converts:
1. Write Like You're Talking to One Person
Don't write to "potential clients" or "homebuyers." Write as if you're having a conversation with one specific person—your ideal client. Use "you" and "your" throughout your copy to create connection.
When I review copy with my clients, I always ask: "Would you say this out loud to someone at a coffee shop?" If not, rewrite it.
2. Lead with Benefits, Not Features
This is huge. I see this mistake constantly.
Instead of: "I have 15 years of experience and am a certified negotiation expert."
Write: "With 15 years in the business, I know how to negotiate the best deal for you and navigate any challenge that comes up during the buying process."
See the difference? One talks about you. The other talks about what the client gets.
3. Use Clear Calls-to-Action
Every page should guide visitors to the next step. I design beautiful buttons, but they don't work if the copy isn't clear. Don't be subtle:
"Schedule Your Free Consultation"
"Browse Available Homes"
"Get Your Home's Market Value"
"Contact Me Today"
4. Show Your Personality
Your website should sound like YOU, not like every other realtor's website. If you're warm and friendly, let that shine through. If you're detail-oriented and professional, reflect that in your tone.
I can design a gorgeous website, but if the copy sounds generic and corporate when you're actually funny and personable? That's a missed opportunity.
5. Keep It Concise and Scannable
Online readers scan more than they read. I design with this in mind—lots of white space, clear sections, visual breaks. Your copy should match:
Short paragraphs (2-3 sentences max)
Bullet points for lists
Subheadings to break up text
White space to make content easy to digest
Common Realtor Website Copy Mistakes to Avoid
I've redesigned a lot of realtor websites, and I see the same copy mistakes over and over:
Mistake #1: Being Too Generic
"I'm passionate about real estate and committed to excellence." Every realtor says this. What makes YOU different? What's your unique approach or specialty?
Mistake #2: Using Too Much Industry Jargon
Your clients don't care about your designations (NAR, CRS, ABR) unless you explain what they mean for THEM. Translate credentials into client benefits.
Mistake #3: Forgetting Local SEO
Always mention your location throughout your website. "Denver realtor," "homes for sale in Austin," "Seattle real estate agent"—these local keywords help you show up in search results. I build this into the site structure, but you need it in the copy too. And if you're serious about capturing local leads, consider IDX integration so buyers searching for St. Louis listings (or wherever you serve) find YOU, not just the big national sites.
Mistake #4: Not Having a Clear Call-to-Action
Don't make visitors guess what to do next. Tell them explicitly: schedule a call, browse listings, get in touch. I design CTAs that stand out visually, but the words matter just as much.
Mistake #5: Writing About Yourself Instead of Your Client
Your website isn't about you—it's about how you help your clients achieve their real estate goals. Make sure every section answers the question: "What's in it for me?"
Why Professional Website Design Matters for Realtors
Look, I'll be honest with you. These templates will give you a strong foundation for your website copy. But there's a difference between a DIY site with good copy and a professionally designed site that's built to convert.
Your website is often the first impression potential clients have of your business—and you don't get a second chance to make it count. A professionally designed website does more than just look beautiful. It strategically guides visitors toward booking with you, showcases your unique brand, and positions you as the premium choice in your market.
Having worked in property management, I understand what realtors actually need from their websites: lead capture, credibility, and functionality. That's why I offer IDX integration as an add-on—so your site displays up-to-date MLS listings automatically, keeping buyers on YOUR site instead of sending them to Zillow or Realtor.com where they might find your competitors.
I work with realtors, travel agents, designers, and photographers who are ready to elevate their online presence. My results-driven approach focuses on websites that don't just look beautiful—they actually convert visitors into clients. My one-week website service takes the stress out of the process—you get a stunning, strategic website without spending weeks figuring out design, copywriting, and tech setup yourself.
If you're a St. Louis realtor (or anywhere else!) who's tired of your website not reflecting the quality of service you provide, let's chat. I'd love to help you create a site that attracts your dream clients and grows your business.
Ready to Write Your Realtor Website Copy?
Writing compelling website copy doesn't have to be overwhelming. With these templates, you have everything you need to create professional, conversion-focused content that attracts your dream clients.
Remember:
Speak directly to your ideal client -
Focus on benefits, not just features -
Show your unique personality -
Make it easy to take the next step -
Keep it clear, concise, and scannable
And if you'd rather have a professional handle both the design AND the copywriting? That's exactly what I do.
Download Your Free Realtor Website Copy Templates
Want the complete, fill-in-the-blank templates for every page of your realtor website? I've created a downloadable PDF with templates
Download the free Luxury Website Copy Templates for Realtors below
And when you're ready for a website that looks as professional as you are? Let's create something beautiful together.
Explore my web design services →
About Jamie: I'm a luxury web designer based in St. Louis, specializing in elegant, results-driven websites for women entrepreneurs in real estate, travel, design, and photography. After years in property management, I understand the real estate industry from the inside—and I use that knowledge to create websites that actually convert. I help busy professionals like you show up online with confidence through one-week websites and custom design experiences that attract dream clients. My approach combines high-end design with conversion-focused strategy—because your website should be both beautiful and effective.
FAQ: Realtor Website Copy
How long should my realtor website copy be?
Each page should be long enough to be compelling but short enough to keep attention. Homepage: 200-400 words. About page: 300-500 words. Services page: 400-600 words. When I'm designing, I focus on quality over quantity—every word should earn its place.
What's the most important page on a realtor website?
Your homepage gets the most traffic, so it's critical. But in my experience, the about page often has the highest conversion rate because it builds trust and personal connection. That's why I spend extra time perfecting the layout and flow of about pages.
Should I write my own website copy or hire a professional?
If you're comfortable writing and have the time, start with templates like these and customize them. If writing isn't your strength or you want professional polish, working with a web designer who includes copywriting (like me!) is worth the investment. I include strategic copy guidance in all my website packages because design and copy need to work together.
How often should I update my realtor website copy?
Review and refresh your copy annually or whenever your services, location focus, or target market changes. Keep testimonials and stats current. I offer VIP Design Days for clients who need quick refreshes—perfect for updating copy and visuals without a full redesign.
What keywords should realtors target for SEO?
Focus on location-based keywords like "[city] realtor," "[neighborhood] homes for sale," "[city] real estate agent," plus service-specific terms like "first-time homebuyer specialist" or "luxury home expert." I build SEO optimization into every website I design, including keyword research and on-page optimization.
Ready to elevate your online presence? Visit jamiegsvirtualsolutions.com to see how I can help you create a website that attracts dream clients and grows your business—without the stress of doing it yourself.
