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.
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!