Real estate copywriter for upton Realty

How we made one wisconsin realtor stand out as the stress-free choice

Upton realty

The founder of Upton Realty, LeighAnn Carmody, is not your typical realtor. She’s not about the expensive cars or the pretentious attitude... She’s about taking the anxiety out of the buying and selling process. About finding the right home, for the right price. About treating her clients like friends, not numbers. So much so, that her ethos revolves around a singular principle: going above and beyond for each and every person she works with.

When she initially approached me, she wanted her brand voice to stand out in an industry often perceived as stuffy and impersonal. She sought a conversational tone that resonated with her audience, while still showcasing her professionalism, expertise and experience. We had already worked together on her other business, Covington Manor, so she knew I had what it takes to really nail her brand voice. Like many other business owners, she had tried herself and just couldn’t hit the mark. Not to mention–she didn’t have the time.

My mission for this project was simple. I wanted to channel LeighAnn's playful, cheeky personality into every word, all while showcasing her unwavering dedication to her clients. Because both LeighAnn and I agree that buying or selling a home should feel like chatting with a trusted friend over brunch – relaxed, easy, and totally stress-free.

This was a VIP Day, so all the copy was done in a day. A big day, but one day nonetheless.

Realtor

INDUSTRY -

Cambridge, Wisconsin, USA

LOCATION -

Website Copywriting VIP Day, Brand Story

SERVICES -

WORDS OF LOVE…

“THANK YOU! I think you’re amazing and I am so thrilled with your work! Honestly, I think this is absolutely brilliant.”

-LEIGHANN CARMODY, REALTOR

The Strategy

As I delved into Upton Realty's unique selling propositions and client testimonials, one thing became clear. It’s LeighAnn's authenticity that truly sets her apart. She's not just an agent; she's a problem solver, a declutterer, a home stager, a neighborhood guide, and, above all, a fierce advocate for her clients.

We injected personality and relevant anecdotes throughout, helping her truly relate to her ideal clientele. For example, in her ‘Meet LeighAnn section’, we didn’t just speak to her professional experience, but who she is as a person.

In crafting Upton Realty's brand messaging, we took a bold approach, embracing her unapologetic authenticity. We injected subtle humor, playfully poking fun at the stereotypical real estate agent image. Lines like "I will never turn up in a suit that doesn’t quite fit in a car that I can’t quite afford" add a touch of personality while reinforcing LeighAnn's genuine, down-to-earth nature.

We also recognized that many of LeighAnne’s clients are looking for their dream home. We used emotive language to reinforce that LeighAnne wholeheartedly understands the weight of that. "This is where you will make your memories. This is where you will leave your legacy," resonates deeply, capturing the emotional journey of home buying and selling.