Thoughts on Marketing…

Prospecting is one of those activities that real estate agents know they must do, but one that gets shoved to the bottom of the list during busy times. They’ll probably remember to hand out a business card when they meet someone new, but getting a marketing piece written and sent to their sphere of influence [...]

This message was originally posted on Active Rain, a little over two years ago. It was intended for real estate agents, but the principles apply no matter what business you’re in. So here is the question: Is writing your own marketing materials the highest and best use of your time? You as a real estate [...]

Can you imagine… You walk into a hair salon and the hairdresser walks up and starts telling you that she (or he) is the top producer in the salon. She’s been a stylist for 15 years and has styled over 500 heads of hair this year. On top of that, she’s won awards for earning [...]

Multi-family properties have been taking up my time and my thoughts this week. Not buying them or managing them – but writing about marketing them. A client had asked if I had a set of email drip marketing letters to help him list expired multi-family properties, and I didn’t. So I wrote some. Writing is [...]

As part of an ongoing “check things out” exercise I’ve been trying to do, tonight I Googled “FSBO letters” to see how my web page ranked. It was on page one, but at the top of the page were a couple of Active Rain posts from 2007 – so of course I had to read [...]

Because so many real estate agents set their listings to expire on December 31, right now is prime time to go after expired listings. But what should you say? That seems to be a question that is uppermost on many agents’ minds right now. But first let’s talk about what you should NOT say. You [...]

Sometimes in my research for real estate clients I check out their competitors. And, as part of that research, I sign up to get follow-up emails from them. A few are well written and informative. The rest are… definitely not. The majority ask if I’m still looking for a house and invite me to call [...]

Write your real estate letters to one person – even though you may be mailing it to 1,000. One person at a time will read it, and that person needs to feel like it was written just for him or her.

Have you paid attention to the real estate prospecting letters you get in the mail? Most of those real estate letters begin by breaking the #1 rule in copywriting: It isn’t about you. Because those agents think the letters are about them, they begin the very first sentence with the word “I” or “We.” As [...]

If you own a home, you’ve probably received real estate letters suggesting that you list it for sale. And in all probability, most of them began with one of two words: “I” or “We.” This is the number one mistake made by marketers of all kinds, and real estate agents are at the top of [...]