Karyn Zoldan of Bridge Marketing in Tucson knows the power of choosing the right words; she makes her living at it and stakes her reputation on it. Can words alone make a huge difference in your business? —you bet, and here's how!

MI: Although not the typical VA, you do provide virtual writing and marketing services to clients who include real estate professionals. What appeals to you most about working virtually with clients?

KZ: I can work from home in my pajamas; 9 to 5 never suited my biological clock so I can work whenever as long as I meet deadlines. Also there’s no boring lunch meetings, no power suits, and no traffic jams.

MI: What services do you specialize in that are key for real estate agents?

KZ: I’ve written a marketing manual for new agents as well as website copy, brochures and newsletters; developed online marketing strategies which include pay-per-click; ghost written articles for print media and article portals; and created ad copy.

MI: My readers hear me speak often about using the right specialist or consultant for the task at hand. What would you tell us about using writers to create web copy rather than leaving it to the person who designs the website?

KZ: I’m not a website designer and most website designers are not content writers. You wouldn’t want a plastic surgeon to perform open heart surgery. Nor would you want a cardiologist to do breast reconstruction. Perhaps anyone can throw some words on a page, but how effective will it be? The right marketing copywriter understands who your target audience is and what motivates them to buy or sell.

MI: From a writer’s perspective, what are 3 key things anyone should keep in mind when creating content for a real estate website?

KZ: 1. Embrace content because people need information and the right information will make you look like the expert that you are. 2. Find your niche and focus. Be a real estate agent who has a niche. Do you sell horse properties, beach cottages, historical homes, urban renovations, or do you cater to first-time buyers or empty nesters? With focus, come attainable keyword phrases. You may have fewer visitors to your site, but you will attract a more committed audience. 3. Content needs to be updated frequently; at the very minimum, seasonally. For maximum results, at least monthly. The last thing you want to do is convey a stale, static site.

MI: One thing we hear a lot about today that may not be understood by those who aren’t extremely tech savvy is SEO or Search Engine Optimization. How do you explain the importance of this to your clients when working on their web copy?

KZ: This is a tough concept. People want SEO but are often afraid of too much web copy. A SEO-friendly page needs a minimum of 250 words, preferably more. A certain percentage of those words need to be keyword phrases or those terms that your target will use to do a search. For example, you sell real estate in Los Angeles. There’s no chance that you’re going to rank well for “Los Angeles homes for sale” because the competition is too saturated. However, if you specialize, you have a better chance of ranking well for “Westlake horse properties” or “foreclosures San Gabriel Valley” or “Marina del Rey condos”. Ethics prevent me from guaranteeing high ranking because it’s a crapshoot. If it sounds too good to be true, it’s a scam or you will pay thousands of dollars and then it could still be a scam. No company can truly guarantee natural (unpaid) listings. Another component of SEO includes link popularity or how many quality sites link back to yours which is another reason to become an expert so people will want to link back to you. I can help with your SEM (search engine marketing) which includes SEO and pay-per-click (PPC) ads on Google and Overture.

MI: Agents often use newsletters to touch customers on a regular basis. How can you help an agent build a relationship with a target market through customized newsletters?

KZ: Customized newsletters give the agent an opportunity to really shine. People are bombarded by useless information; but information that speaks directly to your target has so much value - which is why having a niche is so important. As a virtual marketing writer, I can help hone your focus and deliver valuable information and tips which is necessary to build a relationship with your target market.

MI: Many people think of having copy written as a one time task. Could you tell us more about how writers can work as a member of an agent’s team?

KZ: As I mentioned previously, content should not be static so a writer’s work is never done. This also includes ongoing newsletters – both in print and/or email – marketing campaigns, brochures, advertorials, ghost-written articles for local/niche/regional publications, classified ads, etc. For example, I work twice a year with a California real estate company to optimize current pages and write new ones.

MI: What things should an agent have in place before approaching a writer to work on projects?

KZ: An agent should have a budget in mind, even a ballpark budget. They should also have an idea who their target market is or who they want it to be. It also helps for me to see previous marketing collateral to discuss what you liked or didn’t like about it. Or if you’re starting out, then we start from the beginning.

MI: Karyn, you’ve given us a lot of food for thought. Thanks so much for sharing your expertise and helping our readers understand the role great copy plays in marketing messages.

KZ: Thank you. It’s been my pleasure.

EDITORS NOTE: Many articles and resources about topics mentioned in this interview can be found on Karyn’s website www.bridgemarketing.com. To learn more about Karyn and her services just send her an email at karyn@bridgemarketing.com or call her at 520-318-1222.

Always remember to do a thorough due-diligence before hiring any kind of assistant. This interview is part of an ongoing series of VA profiles designed to help you find the perfect VA or VA team to help you get organized, profitable, and in control of your business.