Why you can sell in person, but your marketing copy fails: You aren't addressing your prospects' concerns

Services for Real Estate Pros with Marte Cliff Copywriting

Before you begin to write any marketing copy, consider who you're writing to, what matters to them, and why it matters.

It isn't your years in the business or your designations or even how many homes you've sold. It's what's going on in their lives that matters to them.

Unless your message zooms right in on your prospects' concerns, they probably won't read past the first sentence.

  • Is it their fear of choosing an agent who will ignore them?
  • Is it their desire to find an agent who can lead them through the buying or selling process and protect their interests?
  • Is it that their house didn't sell the first time around?
  • Is it that their buyer agent didn't keep them informed of new listings, so they lost out a house they wanted?

It could be something as simple as methods of communication – they worried real estate clientwanted their last agent to pick up the phone and call, but the agent insisted on texting or emailing.

For every bad experience that a prospect has had with a Realtor, there's a concern, if not a downright fear. And it doesn't have to be their own experience - it could be something that's happened to a friend or relative.

You can't pretend that those things don't happen, but you can address them head-on and give assurance that you are the solution to their problems.

Before you write... Take a bit of time to think about your prospects as individuals with concerns and problems you can solve.

Then tell them how you're going to do it.

Comments (7)

Bobbie Smith
Stroudsburg, PA

Hi Marte, Very valid points. Sometimes we forget to step back and put ourselves back in our clients shoes.

Feb 06, 2012 11:25 PM
Sue Ellett
Coldwell Banker Realty - Austin, TX
Austin, TX, Lake Travis, Dripping Springs

Good point - it's all about the clients, their needs and our ability to meet them in a way that works for them.  Thanks for posting,

Feb 07, 2012 12:08 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Bobbie - Easy to do when you're busy looking at things from your own side of the table.

Sue - It always needs to be all about them - or they won't be interested.

Feb 07, 2012 05:16 AM
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo and Home Specialists

Our main focus is our clients and we try our best to make sure all is taken care of for them throughout the whole process...unfortunately this is not always the case with other agents!

Feb 07, 2012 09:43 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Larry & Sheila - Unfortunately, no it isn't. Your marketing copy needs to reassure them abut the service they get when they choose you.

Feb 07, 2012 02:30 PM
Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices

Marte - "Then tell them how you're going to do it."

I think we also need to write about how it will help the customers, not brag about our integrity and decades of experience. I think we all know about it, but when I read profiles even on AR, it is often about us, not how it will make our customer's experience better

Feb 07, 2012 03:50 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Jon - Right - I nag about that a lot. People want to hear that you're going to listen to them, communicate well, pull out all the stops to market their homes, etc. But all too many agents are writing "I, I, I" and "Me, me, me."

Feb 07, 2012 05:00 PM