It’s the early afternoon. I’ve just eaten the last of my snacks, and I feel like I am wading through almost-set concrete. I am trying to make this lovely property in Florida sound like the quality establishment it is, but I’ll be honest, I am stuck. “Write quality content!” they say. “Google is always watching!” they say. But unfortunately, I have a demon on my shoulder, and that demon is named Generality. I am not sure what makes this property unique, so try as I might, I’m going to be using general terms to describe this community and its amenities. This means a lower level of quality for you and a more difficult job for me.

This doesn’t mean you need to hire a think tank, though. Here are four tips to make your content better and your content writer’s job easier.

(Note: If you are having someone else write your content, then you may have a questionnaire to fill out. Even if you do, these tips will be helpful for you to fill out that questionnaire in a way that will illuminate the best qualities of your property.)

1. What is the purpose of this piece of writing? Or, simply, “what’s the point?”

You need content for your website/blog/social media, etc., and you want the best stuff. While your content writer can come up with all sorts of fanciful descriptions and ideas, quality writing starts with a clear, definable purpose. When you give your content writer a concrete purpose, the piece will be interesting and informative. A purpose can be something as simple as “informing potential renters about the available apartments”, and will give your content writer a basic idea to work from instead of shooting in the dark. See this excellent post for more ideas on constructing purpose for your writing.

2. Be specific. Be very specific.

Whether you are writing your content or giving it to someone else, the best thing to do is find the very specific (can I say that enough?) words, amenities, surroundings, and services that make your community stand out. When the most important things are emphasized, your content writer will be able to draw prospective renters in with clear, engaging writing highlighting your community. General statements mean that your apartments sound bland; specific, individual perks make it sparkle.

3. What are (really) the best parts of your community? Choose a few.

Believe it or not, a LOT of apartment communities have a swimming pool! I want to know what makes your community different from the rest, so I can highlight those things (as well as your awesome pool). Say your number one highlight is your pool. Great! What makes your pool so great? Is there poolside seating? Do residents love napping under the pergola? Let your content writer know, and they will paint a pretty picture. Example: a property I was writing for was a renovated building with a lot of cool history. Potential residents love to hear about those things, and your content writer does too! We want to brag about you, and when you point out specific perks, it makes writing easy.

4. What are words that (really) describe your community? Feel free to pull out a thesaurus.

Is your neighborhood “friendly”? Are your apartments “luxury”? What sort of an atmosphere does your community have? Is it exciting and fun? Or peaceful and relaxing? Is it surrounded by trees? Or on a happening boulevard? These descriptive words will often drive a content writer’s ideas and portray your community in its best light. For some inspiration, take a walk around your community or browse your open apartments. Make a list and your writer will give you a solid, well-deserved high five.

If you incorporate even one of these tips next time you’re creating content, you will have higher quality writing, better SEO, and a happier content writer. Have more tactics you use to generate great content? Comment below!

By: Sam Jenkins