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You are here: Home / real estate blogging / Real Estate Marketing – Avoid Writing a Wall of Words

Real Estate Marketing – Avoid Writing a Wall of Words

January 18, 2016 by Marte Cliff

Your real estate marketing should be an invitation to get to know you, like you, and trust you.

So when you write that marketing material, make it an invitation. Don’t turn it into an impenetrable wall of words that no one will try to get through. Add doorways – in the form of breathing space between your paragraphs.

And make those paragraphs short. When writing print copy, limit your paragraphs to 7 lines – on the Internet, reduce that to 5 or 6 lines.

Why?Reach out to prospects with easy-to-read messages

Because it’s harder for our eyes to track on a screen than on a printed page. I tried reading one of those walls a couple of days ago and gave up – because I kept getting lost. It simply wasn’t worth my time to keep going back to find my place. I suppose I could have kept my finger on the screen to track my path… but who wants to do that?

More ways to make your copy inviting:

  • Make paragraphs different lengths – some only one line, some 2, 3, 4, 5, or 6 lines. Mix it up.
  • Use subheadings – such as “Why?” above.
  • Use bullet lists – like this one.
  • Use bold and underline – and once in a while, add a little color.

Your goal as a marketer is to get your message from your mind into the minds of your readers with the least possible resistance. So whatever you do, make it easy for them!

 

Filed Under: real estate blogging, real estate self-promotion, real estate website Tagged With: real estate blogging, real estate marketing, real estate self promotion

About Marte Cliff

Marte Cliff is a professional real estate copywriter with a past - as a real estate agent and then owner/broker. She understands the real estate business, the challenges agents face, and the wants, needs, and fears that real estate clients face. She also understands the psychology of marketing.

When not writing, Marte enjoys reading, gardening, visiting with friends and family, and spending time with her canine companions. She enjoys life in a quiet mountain valley with wildlife as her nearest neighbors.

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