The Real Estate Copywriting Blog

Have you noticed? Advice for first time buyers often includes a warning to start early and "repair your credit." I see it in articles, and yesterday I saw it in a series of letters offered with a CRM system. Isn't asuming that they have poor credit a good way to alienate potential clients? It sur...

Communicating with real estate prospects is important, whether you do it via letters or cards in the mail, email messages, or even blogging and posting on social media. The words in your agent bio and on your personal real estate website are also part of your communication.Your purpose in all of ...

Today’s email brought an article about the number of agents who come into the business and get out within a year or two. We all know that there are many reasons for their failure, including the fact that some got into it without realizing they would need to work hard.Without the hard work, guidan...

A few agents who responded to the survey I sent in July asked me to address the issue of getting real estate listings.As every seasoned agent knows, this is not a question that can be answered in 1,000 words or less, so I decided to take it one step at a time.The first step is one that new agents...

For nearly 30 years my husband and I relied on a China Diesel generator to run the house when the power went out. It was a huge, smelly, noisy beast that sat out in the garage. Starting it required about 6 steps, so I was glad the task never fell to me.Then, about 3 years ago, the engine that ran...

Did you know - some grammatically correct words convey a message that can undermine your self-confidence and your image as a professional.We all have words that we use routinely in speech. Unfortunately, a few of those words make us sound silly, while a few others make us sound weak and insecure....

When you hire a (trusted) car mechanic you can walk away, knowing that he/she will diagnose the problem and fix it. When you hire a writer that doesn’t work.You have to communicate your wishes – and you have to answer your writer’s questions. A really good bio is the result of shared thoughts and...

Last Saturday my friend and neighbor called to tell me he’d gotten a call from Publisher’s Clearing House. He’d won $2 million plus a new Mercedes. He was convinced the call was real because they didn’t ask him for any information – such as a bank account of Social Security number.He knew I’d got...

Back when I was an agent there were several in our market who had a habit of “buying” listings. It was pretty easy in the pre-Internet days. Homeowners and property owners didn’t know the value of their homes or land.Unscrupulous agents would promise a high price to get the listing signed, then w...

Choose your target, then market consistently.  Over the years I’ve met agents who mistakenly felt that direct mail for real estate prospecting was the same as direct response marketing. They thought they “should” get results from just one mailing.Unfortunately, marketing studies show that if the...