Good prospecting letters never begin with “I” or “We,” and there’s a very good reason why. It isn’t because it sounds a bit rude and self centered, although it does. It’s because of a fact which many of us would rather not believe. That fact is that our readers really don’t care about us. What […]
Will anyone read your marketing message?
Yes – if you begin with an interesting headline and an opening that grabs their attention. Usually that means writing something about the reader or one of his or her concerns. BUT… that’s not all. You also have to make the message EASY to read. I probably sound like a broken record because I nag about […]
Specificity in marketing leads to more real estate closings…
Specificity in marketing will help you get more closings by attracting more real estate clients. And, if you’re a listing agent, by attracting more agents who will promote and sell your listings. How does specificity create this attraction? Specificity in marketing will lead to more real estate closings in two ways: It will attract more […]
What Real Estate Agents Say That Makes Prospects Choose Someone Else
Do you agree that some ads on the TV and radio are so annoying that you would never buy the product? Obviously, not everyone reacts the same way, because someone is paying a lot of money to repeat them over, and over, and over, and over. So they must be working, but not on all […]
Make your real estate marketing copy the best it can be
How can you make your real estate marketing copy the best that it can be? Different methods work for different people, but here’s one that has worked for me – and may work for you as well. The first thing to remember is that in most cases, good real estate marketing copy demands an investment […]
Two rules for writing real estate marketing letters
Two rules for writing real estate marketing letters that people will read. You already know that you should never, ever begin any business letter with the word “I” or the word “we.” The reason for that lies in the first rule: Make sure your introductory sentences answer the reader’s question: “So what?” before they even […]
Grammatical pronouns – don’t let them get you down
Confused by grammatical pronouns? Are you unsure which are subject pronouns and object pronouns? And does the term “reflexive pronoun” make you want to run the other way? How about possessive pronouns? Worse, are you unsure about where and how to use those different kinds of pronouns? Don’t worry. It isn’t as difficult as you […]
Word usage goofs that destroy understanding
Do you ever wonder why some word usage goofs are so common in real estate blog posts? I’m beginning to think that it’s because people see these errors so often they begin to believe they’re correct. Meanwhile, those word usage goofs – whether in a blog post, an email, a property description, or a prospecting […]
4 Reasons Why Your Real Estate Marketing Letters Fail
Why you can sell homes in person, but your real estate marketing letters fail… When you get face to face with sellers, you can get the listing. It’s easy for you to show them what you’ll do for them. When you have a prospective buyer, you’re able to establish an instant rapport, find exactly the […]
Rule #1 in writing marketing copy – for real estate or anything else
Rule #1 in writing marketing copy is to remember that it is never about you. It’s always about your prospect. For that reason, you should never, ever, ever begin a marketing message with the word “I.” Even more detrimental to your success as a marketer is to begin your message with the words “I want…” Rule#1 in […]