User8239_2_t Kay Frenzer ~ Real Estate SEO
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When you write content for your blog, web site, or direct mail advertising, from what perspective do you write it? Yours, the person who is already interested in your services, or the person you want to convince?

Dr. Jerry Lynch is a Santa Cruz, CA sports psychologist whose techniques have motivated athletic greats. One of the main principles he teaches is “Act as if.” This essentially means stepping into another persona.

Using his methods, if you're writing about why buying a home is a good investment even in the current real estate market, you don't want to write it for the person who has already decided to buy a home. You want to step into the persona of the person who is able to buy but thinks this is  a rotten time to do so. Become that person:

Can't buy a house."Wow, I'd sure like to buy my own home and stop paying rent. The tax benefit would be nice. I could qualify too - I just got a raise. But if I buy a house now, I'll lose money, because prices are still dropping. A year from now I could potentially have lost $10,000. At least with renting I won't have lost all that money. And since renting is cheaper, I'll have more money to spend on stuff. So I guess I should just wait a year or two, and see what happens to the market."

 

 

 

Okay, REALTORS®, you know all the flaws in that argument. This is how many of your target audience - potential home buyers  - are thinking now. How will you write your content to address those issues?

 

Kay Frenzer
SEO Diva
Razzle Dazzled Real Estate Postcards

P.S. Here's a nice freebie for you: free monitor screen cleaner 

 

10 Comments on Writing Content 'As If'

Something to think about in any type of marketing, thank you Kay.

01/24/2008 05:04 PM by Sonja Babic/Prudential Clear Water Realty New Bern NC


Kay,

This gives me some ideas for writing a blog post (open letter)addressed to "potential home buyers in Dyersburg,Tennessee"

01/24/2008 05:07 PM by Mike Frazier, Dyersburg Tn Real Estate (Carousel Realty of Dyer County)


Thank you Kay for bringing this to our attention.  It is definitely something you need to consider when writing any marketing material.

01/24/2008 05:07 PM by Linda Futral Sells Coweta, Heard, Meriwether & Troup (RE/MAX Today)


Kay, I have been personally having this conversation with quite a few people but have not tackled writing about it yet.  We are a bit of an anomaly here in Houston and everything is local.

01/24/2008 05:16 PM by Marchel Peterson Spring TX Real Estate E-Pro ABR (Results Realty)


Thank you Kay, I will gather my thoughts and be ready for these potential buyers.  I love working with 1st time buyers.

01/24/2008 07:55 PM by Pat Baker Real Estate Expert Needham, MA (Coldwell Banker Residential Brokerage )


Perwpective is everything.  We all write blogs but many times we lose site of our goal and target audience.  Great post.

01/25/2008 09:16 AM by Samuel Marcus Licensed Associate Broker (C21 Laffey Associates)


Kay - You make a good point. Although it is sometimes appropriate to blog for fun, it is best to target new clients when writing. 

01/25/2008 11:17 AM by Ryan Martin - Bellingham Real Estate Agent (Windermere Real Estate / Whatcom Inc.)


Everyone - just trying to throw something different in the pot - sometimes we need to think outside the box we've put ourselves in!

01/25/2008 01:44 PM by Kay Frenzer ~ Real Estate SEO (SEO Diva Search Engine Optimization)


Great concept, and I agree that thinking like someone on the outside is a key element to getting the message across.

01/26/2008 12:11 AM by Des Moines Iowa Real Estate- Brian Wentz REALTORĀ® (Burnett Realty)


Kay, wonderful concept.  Writing focused content for your target audience and then making calls to action to help them solve that problem is absolutely essential.

01/26/2008 12:13 PM by James and Joseph Bridges (Keller Williams Realty - Global Trust Team)


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Real Estate Media: Kay Frenzer ~ Real Estate SEO (SEO Diva Search Engine Optimization)
Kay Frenzer ~ Real Estate SEO
Chandler, AZ
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