How to write an award-winning entry

Awards in real estate matter. They build brand recognition, boost team morale and work wonders for your digital ranking. But the best part? Credible exposure. Winning an award means getting on stage in front of a room of industry peers and putting your stamp on the sector. It means traffic to your website from a high-ranking publication. And it means earning a place alongside the best of the best. 

But, knowing how to construct a winning entry can be tricky. 

At TPMS, we’ve written a number of successful award entries for clients across real estate. We’ve also sat at the judges table for prestigious property awards such as the Student Accommodation Awards and the Co-Living Awards. 

With this in mind, we wanted to share our tips and tricks for crafting the perfect entry. 

Tip #1 - Read the entry requirements carefully. 

You don’t want to fail at the first hurdle. While most entry requirements are similar, it’s important to read through the specific criteria carefully. If one of the requirements asks for data from the past 12 months, stick to it. By fully understanding the criteria involved, you’ll also be privy to the awards that are more relevant to you. In turn, you’ll increase your chances of a win. 

Tip #2. Provide evidence—for everything. 

Don’t just say how wonderful you are, prove it. Use case studies, testimonials, conversion rates, reviews and whatever works (quantitative or qualitative) to make your case.  

Tip #3. Choose the right category.  

Often entries are very general. Make it easy for the judges to understand why you’re a good candidate by being specific to the category that you’re entering. Not every award will be right for your company or business goals. Our advice? Choose one category wisely and do it well.   

Tip #4. Show you care.  

You want to show the judges that your entry took time. Instead of just copying and pasting bullet points from your website, create a story. The judges will read through hundreds of entries, so you need to stand out from the crowd, and keep them engaged. If it’s relevant, weave in emotion. Paint a picture of the people involved with words. And stick to the age-old framework narrative of problem > solution > results. 

Tip #5. Create added value.  

Invest time into creating supporting documents that will add value. Want to show that you’re a leader of company culture? Create a video compilation of team testimonials. Keen to show off your sustainability credentials? Create a catchy showreel. Entering into financier of the year? Compile a clear and concise report. Creative assets that can help you stand out from the crowd will go a long way in the judge's eyes. 

Tip #6. Be strategic in your process. 

A well written award entry should take time. Instead of hurrying to write, be strategic around the entire process. Think about why you’re entering and what you want to achieve, research the judges and past winners, and think about who you would like to tell when you win. Not only will this help increase your chances of winning, but it will ensure you don’t waste time on an unsuitable category. 

Tip #7. Think about your content strategy. 

How are you going to announce being shortlisted? How will you communicate the win to your connections? Can you repurpose the entry into a blog? Tailor it for a downloadable report? Relating this back to your strategic reason for entering and campaign accordingly. If your original target was to generate more business, how are you going to use this opportunity to do that?  

Tip #8. Review the resources you have, and don’t have. 

Do you have a copywriter? Have you got time to write? Do you have a budget for the creation of videos, graphics and reports? Can you access the right information that you need, in order to gather the right research? Do your team have the capacity to campaign an award win? There’s a lot to consider to ensure you’re fully set up before you begin.  

Taking the time to step back and look at what you have achieved can be difficult. And eloquently writing it all down, even more so.  

But don’t worry, we can help. 

At The Property Marketing Strategists, we’ve worked with some of the biggest names in real estate. We understand the sector, and by asking the right questions, we know how to craft an impactful entry, catered to your brand's tone of voice. But crucially, we understand the process from the judge's side. 

If you have an award entry in mind but don’t know where to start, we can help you articulate your achievements. Our process begins with a short clarity call to better understand where you are currently and what you want to achieve. 

Ready to go for gold? Get in touch.