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Pre-written Real Estate Letters Save Time and Money

Whether you don't like to write, don't write well, or just don't have time to set up your own drip marketing campaigns... my pre-written letters will come to the rescue.

Choose from more than 25 different real estate prospecting letter sets...

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Products advertised on this site may be assumed to be directly from the site owner, or affiliate products, for which the site owner will be paid a small fee upon your purchase.

Do you need to create a drip campaign for your business?

This week a lady who works in the travel industry wrote me to ask how she could translate the drip campaign writing instructions from my FREE report from real estate to her industry.

Here’s what I told her:

I don’t know much about the travel agency business, so it’s not easy for me to give you an answer that will absolutely fit the industry. But you can use the same general principles.

First, think about Your prospect’s problem – or desire. What really matters to them when they’re making decisions about travel? What are they worried about most? What is there that they should know, but perhaps don’t know?

  • Is it cost?
  • Is it convenience?
  • Is it time?
  • Is it the number and nature of attractions in a given spot?
  • Is it safety?
  • Is it a guarantee?
  • Is it the difference in currencies?
  • Is it who and how to tip?

Think about the questions and concerns that past clients have voiced and use those as a guide. Once you have your list, create a “Special Report” that gives a brief overview of the major concerns, including things that a traveler should know and perhaps hasn’t thought about yet.

Next, write a series of letters that addresses each of the points in more detail. Talk about the pitfalls, give good advice, and stress the benefits of working with you to avoid those pitfalls.

Put the letters in a logical order and at the end of each letter add a P.S. that gives a preview of what’s to come in the next letter. And of course – include a call to action. Invite them to call you if they have questions or if they’re ready to discuss their next trip.

If you haven’t yet read the FREE report on drip marketing, just click here to request your copy.

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Did you walk past the store, or passed the store? Here’s the answer.

Here’s another pair that even some who consider themselves grammarians can’t keep straight: Past vs. Passed.

And this one is easy if you remember this simple rule:

“Passed” is ONLY used as the past tense of the verb “pass.” For everything else, use “past”

Please pass the peas (present tense). I already passed the peas (past tense). I will pass them again (future tense).

You may have passed a test, passed the football, passed up an opportunity, passed a friend in the hallway, or passed the last gas station before you realized you should have stopped.

But the problem doesn’t usually come from using “past” when you need “passed.” It’s usually the other way around. What we see is “passed” where “past” belongs. As in “I walked passed her in the hallway.” (Ouch!)

To see if “passed” is correct, substitute “went past,” “gone past,” or any action verb combined with “past.”

For instance:

He passed the library.
He drove past the library.

He passed her in the hallway.
He walked past her in the hallway.

See how the one word, “passed” takes the place of two words, “drove past?”

Where it seems many get confused is in making the switch from “passed” to “past” when they include that action word. Thus, we see many instances of sentences such as “He drove passed the library.”

So remember: Before you use “passed” you need to remove that action word.

“Past” can have several meanings, usually related to some time before the present or to indicate movement from one side of a reference point to the other side. It can be a noun, an adjective, an adverb, or a preposition.

Noun: “At Christmas, many of us revive traditions from the past.” (past is a time)

Adjective: “The past year has been challenging.” (past modifies the noun “year”)

Adverb: “The boat sped past.” (past modifieds the verb “sped”)

Preposition: “The boat sped past the dock.” (Past is part of the prepositional phrase: “past the dock.”)

Once more: “Passed” is only the past tense of “pass.” For everything else use “past.”

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Word usage tutorial: Should you use “that” or “which?”

Clearing up the “that vs. which” confusion

It seems like we all use that and which interchangeably, but after I wrote “These Two Two Words can be Too Confusing”   Lloyd Binyon wrote to ask me to research and clear up the confusion about which word to use.

We use both words often and for many purposes – such as “which word to use,” and “That’s a fact.”  Those uses don’t give us trouble. The confusion comes when we’re adding a descriptive clause to a sentence.

Should you say “which” or “that” before your clause?

The simple answer, according to Grammar Girl, Is this: use that before a restrictive clause and which before everything else.

Ok sure – so what’s a restrictive clause?

It’s a clause you can’t get rid of because it specifically restricts some other part of the sentence. If you got rid of the clause, the sentence would not have the same meaning, or would not be accurate.

For instance, cars that have 4-wheel drive make it easy to get through mud and snow.

Cookies that contain peanuts cause allergic reactions in many children.

Closer to home right now: Homeowners that pay more than the standard deduction in mortgage interest will be hurt if the mortgage deduction is removed. Of course in this instance I could have substituted “who” for “that.” Either way, the clause that follows defines the homeowners who will be affected.  More on who vs. that in a minute…

Clauses following the word “which” are those that are expendable. You could cut them from the sentence and it would still make sense and be accurate.

For instance, “The shopping mall, which is located at the West end of town, was busy today.”

“Lunch, which consisted of tuna sandwiches and chips, was served on the patio.”

“Short sales, which some agents refuse to handle, always take longer than normal sales.”

Who vs. That

Although technically either who or that can be correct when speaking of people, the accepted rule is to use “that” when speaking of inanimate objects and “who” when speaking of people.

You just wouldn’t say “The desk who sits under the window.” You would say “The man who sits at the desk under the window.”

There’s a gray area when speaking of animals, and some say they should always be “that.” My spell checker even says so, but I won’t do it when talking about a dog, a cat, or a horse. I agree with the Grammar Girl, who says that she would never refer to her dog as “that.”

In my example above about the mortgage tax credit, “that” seems OK when speaking of a group of unnamed people, but if I were to write about a specific homeowner, I’d say “who.”


 

 

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How to Choose Your Real Estate Sales Niche

If you haven’t chosen a niche, you should. Then you should promote it on your website and Give a thumbs up to the right real estate niche for youin your real estate agent bio.

But with so much to choose from, how do you do it?

You can begin with what you know.
For instance, a neighborhood or a type of property that you know well.

You can begin with the niche in which you have the most experience.
If the “luck of the draw” has had you working in one particular niche more than another, you can focus on it.

You should begin with the property and people you enjoy most.

When you’re working with the kind of property you like and the kind of people whose company you enjoy, you’ll be more successful.

Why? Because your enjoyment will show, even if you don’t talk about it. Your enthusiasm and your growing knowledge will draw even more clients to you. And those clients, having enjoyed your service, will send you referrals.

What you should NOT do:

You should NOT choose a niche based on price.

Yes, you can make larger commissions selling higher priced properties. But if you don’t enjoy it and don’t know it well, every day will be a struggle. You’ll close fewer transactions while enjoying it less. And your clients will know.

We all give off vibrations. If yours show that you love your work the results will be far different than vibrations that show you’re stressed out – or in over your head.

Let your real estate website and your agent bio reveal and promote your niche – and grow your business in a direction that will bring you joy.

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Can a New Real Estate Agent Still Have an Effective Agent Bio?

Yes, a new real estate agent can have an effective agent bio.

New real estate agent, ready to help her clients
The purpose of a real estate agent bio is to give your website visitors a reason to choose you as their agent, and they’re looking for more than just years of experience or professional designations.

What people are looking for when they choose a real estate agent is someone who has knowledge and skills and will use them to work hard for them.

They’re also looking for someone they feel they can trust.

Just because you don’t have years of experience in helping people buy and sell real estate doesn’t mean you don’t have experience that matters. For instance, your former work might have helped you hone your listening skills or given you the opportunity to know every neighborhood in your city. Perhaps you were a carpenter or a decorator or a teacher.

No matter what you’ve done before, it will help you be a better agent, and when I write a real estate agent bio, I tie those past experiences to benefits for your real estate clients – without stressing your “newness.”

Your agent bio should show readers that you’re a real person – one whose goal is to succeed by helping your clients reach their goals.

When you’re ready for a “better bio” write me: marte@copybymarte.com.

And to learn more about real estate agent bios, visit me at Copy by Marte.

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Need Photos for Your Blog Posts?

Photos and graphics can add interest and contribute to the thoughts you want to convey with your blog posts. But… where to get them?

  • Taking and using your own photos is always best, but not always possible.
  • Stealing photos from other people’s blogs and websites is possible – but illegal. You don’t want to land in a lawsuit or pay a huge fine for copyright infringement.
  • Buying photos from sites like istockphoto and bigstock is possible – but can get expensive.

The good news is, there IS a solution.

camera

Several online sites offer free use of photos. You do need to check their terms of service to be sure you don’t overstep their permissions, and different sites have different regulations.

My favorite is morguefile.com. That site not only offers a good selection of free photos, the permission to use them is clearly stated. About the only thing you can’t do is sell them as your own.

But there are several others. Mimi Foster blogged about them and I re-blogged her post. Read all about it and get the list of free photo sites. Just visit my Active Rain blog.

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Rule #1 in Writing Marketing Materials

Copywriting has plenty of rules for you to follow, and maybe even more than one that’s labeled “Rule #1,” but this one is too important to ignore.

The rule is: Remember that it isn’t about you.

Your marketing, if it’s to be effective, HAS to be about your prospective customers/clients and what they want or need.

Test each of your marketing messages (including web pages) by checking to see what the first sentence is about. If it says “we” or “I,” rewrite it.

Then count the number of times you say “we” or “I” or any variation thereof. Next, count how many times you use some version of the word “You.”

Unless you’ve used “you” at least 3 or 4 times as often as you’ve used “I,” – rewrite it.

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Avoid Stop Signs in Your Marketing Copy: Edit Carefully

Have you ever been reading along and run into a stop sign?

They make you lose track of what you were reading while you go back to re-read the last sentence and think “Huh?”

The one I found today wasn’t a major thing – but it was enough to make me stop. And I’m sure I know just how it happened. The write made some edits and changes before submitting the article. But he didn’t quite finish.

Here’s what I read: “There is still a huge backlog of these cases or foreclosures that have never been brought forward yet,” The sentence would have been fine if the writer had left off the word “Yet.” It would also have been fine if he had said “that have not been brought forward yet.” But “Have never been brought forward yet” was jarring.

Before you submit an article or a blog post – proof read your copy. See if there’s a word or two stuck in there that needs to come out.

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Blogging – Nice or Necessary?

Some real estate agents feel that blogging is absolutely necessary to their business. Others don’t blog at all and do quite well.

What’s the difference? We’ll have to assume that those who don’t blog have either

  • Built a strong referral base
  • Use other methods, such as pay-per-click to drive traffic to their web sites, or
  • Advertise heavily in more traditional ways.

No matter how you look at it, you have to do something to make yourself visible to future clients.

I happen to think blogging is a good way to do that for a couple of reasons.

First, if you blog on a platform such as Active Rain, you get the benefit of their “authority” position with the search engines. The links you send back to your site with every post help make your site more popular and thus it ranks higher in search.

Second, your blog is an extension of your agent bio, or profile.

As such, it allows your future clients an insight into who you are and how you do business.

I read blog posts on Active Rain in order to stay up to date with the real estate market across the country – and in the months I’ve been doing so, I’ve formed some strong impressions of various agents.

Some are self-centered and arrogant – I wouldn’t choose to do business with them.

Some quite obviously do whatever is necessary to help their clients – I would choose them.

In other words, your blog gives you the opportunity to show the world your attitude, your work ethic, and even your empathy toward the rest of the human race.

In a time when trust is such an important component of our various businesses, I think blogging is more necessary than merely nice.

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Do You Hide From Your Customers?

Years ago I attended a Realtor’s convention where one of the booth themes was “Don’t be a Secret Agent.” The whole idea was that when you’re in sales you’d better let everyone in your sphere of influence (and beyond) know, or they’ll use someone else and you’ll have hurt feelings and an empty bank account.

Lately I’ve been thinking about how that applies to each and every business in the universe. And the fact that there’s more to it than that.

People may know about you, even want to do business with you, but if they can’t find you easily, they’ll go elsewhere.

You have to make yourself “Easy to Get.”

Just the other day I needed to find an acquaintance that has a small side business. I knew the name of the business, but it wasn’t listed in the phone book. I knew her first name… no help there. Finally her last name popped into my head and then I only had to remember her husband’s name to find them in the phone book. I persisted because I knew she was the only person nearby who could provide what I wanted. But if there had been someone else in the Yellow Pages…

You get the idea.

So what can you do? First of all, if you have a local service business, hand out your cards all the time. Never assume that since you gave them out once, people still have them. They probably don’t. Or if they do have one, they won’t remember where they put it when they need you. Give your cards to friends and ask them to pass them along. Give them to every new person you meet. Post them on the bulletin board along with the others at the local cafe’. If you leave a great tip after dinner, leave your card with it. When you pay a bill with a local merchant, include your card.

When you do a mailing to prospective customers, include your card. They might not keep the whole letter, but the business card might go into their card file. At the same time, make darn sure that letter has all your contact information on every page. That includes your phone, fax, e-mail, and mailing address. If you use your cell phone often, include that too.

The same goes for e-mail. Never assume that everyone wants to communicate electronically. Add a signature to all of your email that shows what you do, along with your phone numbers and your postal mailing address, as well as your return email address.

Then there are print ads. Every once in a while I see a newspaper ad that was a complete waste of money. The ad might have gotten my attention, but they forgot the address of the business and/or the contact information.

In short, make it easy for anyone to find you … no matter which method they prefer.

Never hide from people who want to give you money.

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