Thoughts on Real Estate Marketing…

Q & A – Can You “Clean Up” The Real Estate Copy I Wrote? “I wrote my own bio, and it says what I wanted to say, but doesn’t say it very well. Would you be willing to fix it?” Every now and then this question comes up regarding bios, letters, articles, and even web [...]

Real estate marketing messages need to be free of distractions, right? In past blog posts I’ve harped about misused words, the use of abbreviations and initials that confuse readers, and the need to proofread multiple times to catch those typos. It’s important because errors are like stop signs and can cause readers to focus on [...]

Why are most agent bios written in the 3rd person? A good question, and one that agents often ask when I begin their bios. Agent bios are probably written in the 3rd person because it seems less self-centered. A narrative written about you sounds somehow “softer” than a page filled with “I,” “I,” and more [...]

On Thursday I wrote an Active Rain post talking about how funny it would be if real estate agents used the same tactics that many other marketers use. What if they said: “Scientific discovery reveals the secret to hypnotizing buyers into choosing your home – and paying top dollar!” But then… someone commented with an [...]

I often get emails and calls from agents who really are embarrassed to admit that they need a copywriter. I find that embarrassment strange. Some of those same agents have no trouble hiring a professional photographer to help them show their listings in the best light. They have no problem with hiring a stager, either. [...]

Use the rule of threes to keep your marketing message moving forward.

Your Website is supposed to be a Marketing Tool, Not a Public Service, and yet… far too many real estate websites merely provide a home search service – or a form that allows homeowners to estimate the value of their own home. (And in my opinion, those should be removed from ALL real estate websites.) [...]

Everywhere you look, someone wants you to buy what they have to offer. Whether it’s a product or a service, the push is there to buy, buy, buy. You have to wonder if marketers really think their prospective customers are a different breed of animal. After all, they themselves must be tired of of someone [...]

Most real estate ads are factual and boring. Use input from the sellers to learn the benefits of the home and make your ad copy come alive.

How many times have you gotten a letter, started to read it, and then set it aside? My guess is it happens to you even more often that it happens to me. I’m a copywriter, so I want to know what other people are writing even if I don’t want the product or service. But… [...]