Sending Prayers and Good Energy to Missouri - 02/29/12 11:51 AM
Over the past few days my copywriter friend Kay Faulk has been talking about web copy she's writing for a real estate client.
I had commented on what an intersting market they had there in Branson, Missouri - where they were hit especially hard by the real estate crisis because so many of their homes are vacation homes or second homes. She said their prices had dropped to 1990's levels because of the large number of foreclosures and short sales.
Now was the time for to buy in Branson!
This morning she wrote me to say that her client's real estate … (5 comments)
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What are they thinking? And why do their "web guys" allow it? - 02/25/12 11:14 PM
If you as a real estate professional had a listing client who declared that they were going to paint the bathroom chartreuse before the house went on the market, what would you do?
Would you say "Oh, OK" and let it go at that?
I doubt it!
You'd explain that a more neutral color, or at least an "in" color of the day would be more appropriate. You'd tell them that their wild painting idea would probably lessen their chances of the home being sold.
If you had a client who said they were only going to … (11 comments)
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When you write marketing copy, think "So What?" - 02/23/12 06:34 PM
When you write marketing copy you usually make some statements about the service you provide.
And then, you just might assume that your readers know why it matters to them. But we all know how dangerous it is to assume.
Instead, make sure they know the reasons why.
One easy way to be sure you're including those reasons why is to give your copy the "So what" test.
When you choose a benefit to write about, think "So what?" Then answer the question. Look at your answer and ask again. "So what?" Keep doing that until you list all … (10 comments)
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Everything about this is WRONG - 02/22/12 10:37 PM
Mimi said it all - this is just plain wrong. In spite of years of progress, blatant racism is alive and well in the White House.
And this is just one of the ways he's trying to divide America.
How about we all pull together FOR America, and elect a new President who sees all colors and all economic groups as equal citizens.
Via Mimi Foster - Colorado Springs Realtor Managing Broker (EPIC Real Estate Group Colorado Springs Real Estate):
EVERYTHING about this is WRONG Whether you are a Democrat or Republican, Black or White, Christian or Jew, this video is SO … (4 comments)
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Close Encounters on a Sunday Night - 02/19/12 10:22 PM
This was a night for close encounters... and I'm glad we're home!My husband and I had to drive up to Sandpoint this evening and we were feeling glad that the highway was bare and dry in spite of this morning's snow. It was turning out to be an easy drive after all. Just past Laclede we saw a line of cars approaching, so naturally my husband hit his dimmers. A few seconds later... Wow! There's a big black moose! He had made it about half way across our lane, headed toward the side of the road, so he was right in … (14 comments)
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A Prime Example of How NOT to Use Psychology in Marketing - 02/18/12 04:28 PM
Using psychology in marketing is a good idea, but this marketer forgot an important ingredient: First, build trust. Do you ever get spam mail that makes you nervous about even clicking on "unsubscribe?" I do, and this message from this morning is one of them: This is today's message, from my friend "support."
WARNING: Do NOT share this link:(link deleted)
That was the message I sent you earlier. Whatever you do, do NOT show this to your friends or family: It's very UNDERGROUND It's very NEW It's very POWERFUL So please promise me you won't share this link: (deleted) … (13 comments)
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Dang! This is as high as I can reach! - 02/17/12 06:15 PM
The good news is... I've reached the #3 spot in Idaho. The other news is... I do believe this is as high as I can go. Mind you, I don't mind, because I thoroughly enjoy reading the words posted by #1 Deborah Byron Leffler of Boise, and #2 Janna Rankin Scharf of Coeur d'Alene. Active Rain just wouldn't be the same if I couldn't check in on them every day or so. So - Never mind the dang part... I'm happy with #3 and just a little bit proud to be in such good company. I do think it a little … (12 comments)
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What do you do when you get a request for a recommendation - and you don't know the person? - 02/12/12 06:56 PM
This morning's email included a request for a recommendation on LinkedIn - and I really don't know what to do with it.
The request came from a fellow Active Rain blogger - someone I think is probably well worth recommending.
But I don't actually know that. I've never worked with them - never even spoken with them. I've read some of their blog posts and that's the extent of what I know.
So when you get to the place that says "how do you know this person?" what do you say? You can't choose:
Colleagues working for … (16 comments)
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Throw a Frisbee on a California Beach, and Pay a $1000 Fine? Enjoy FLORIDA Beaches Instead! - 02/12/12 01:56 PM
What bothers me is that the citizens go along with more and more restrictive rules. What will it be next? Banning their surfboards? Not allowing a picnick basket?
Robrt Ringer calls this ever-increasing loss of freedom "gradualism." We just gradually give up more and more little bits of freedom until one day there isn't any left.
When will we say "enough!"
Via Fred Griffin Real Estate LLC:
Throw a Frisbee or a Football on a Los Angeles County, California Beach, and get a $1000 Fine! Dig a hole in the sand deeper than 18", you pay $1000. Why would anyone go to … (7 comments)
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Does Your Accent Reveal Your Roots? - 02/11/12 12:18 AM
Tonight a friend sent me a fun little quiz, the purpose of which is to reveal your accent. That, of course, is supposed to reveal where you're from. According to this, I talk as if I'm from the Great Lakes area - which is funny because I've never even visited there. What really amazed me was the little blurb. It said that I probably call soft drinks "pop." Well - of course I do. I always have. Why would I want to call pop anything but pop? There are only 13 questions, so take a break and take this quiz. Then … (15 comments)
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For More Effective Marketing Copy, Pay Attention to Your Compliments - 02/10/12 01:35 AM
Want to write more effective real estate marketing copy?
Pay attention to your compliments.
When you've done a fantastic job for your clients (as in all the time!) then they've probably thanked you for it. They may even have paid you some specific compliments.
These are like gold nuggets, so treasure them - then use them.
First, ask them for permission to use their comments as a testimonial. This is easier if you've sent a feedback form and you have it in writing, but even if it's verbal, go ahead and ask. Most people will be glad … (14 comments)
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The #1 Rule in Writing Marketing Copy - Don't Break It! - 02/08/12 10:33 PM
Copywriting – marketing with written words – has dozens of "rules." They range from keeping your copy "tight" to staying on one topic to avoiding jargon.
But there’s one rule that every marketing guru and copywriting instructor stresses and repeats - and yet I see it broken every day.
Maybe there's another rule that tops the list, but I really believe it to be the #1 most frequently broken rule of all. Unfortunately, it's the most important rule of all.
It's so important that I first learned it about a century ago, when I took a college course in … (39 comments)
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Why you can sell in person, but your marketing copy fails: You aren't spending enough hours writing - 02/07/12 10:33 PM
Why you can sell in person, but your marketing copy fails: You aren't devoting enough hours to writing.
Really good marketing copy looks like it took no effort at all. It appears to be stream of consciousness thinking from you to your prospect.
The truth is – to achieve that effect you have to spend some hours.
You start with what you want to say – and get it all out on paper. Then you re-arrange it so it makes some kind of logical sense as you progress from one point to the next.
Then … (8 comments)
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Why you can sell in person, but your marketing copy fails: You aren't addressing your prospects' concerns - 02/07/12 04:02 AM
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 … (7 comments)
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I'm Not a WalMart Fan, But... - 02/06/12 07:08 PM
I'm not a big fan of WalMart. They buy too much of their merchandise from overseas to suit my taste. Since I've quit buying anything that says "Made in China," I restrict most of my shopping there to the grocery aisles. But... it's only right to give credit where credit is due. We visited the Ponderay WalMart last night when the store was not crowded. There was only one regular checker working and I sighed as I realized that the person ahead of me had a rather large basket full of merchandise. But... much to my delight, the two ladies standing … (6 comments)
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Aggressive Salesmanship Chased this Customer Away - 02/06/12 05:57 PM
Can you be a little too aggressive in selling your services? You sure can! My husband, the original do-it-yourself man, has been talking about needing to fix the brakes on his pickup. He got the price of the parts ($150 at the local Napa Auto store) and he talked to Jeff - the man we trust at Les Schwab's. He quoted $250. Finally, this morning, he decided it was just too cold outside to wash the underside of the truck and for $100 extra he would take it to Scwhab's and have Jeff do it. Well... He arranged with our friend … (13 comments)
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Why You Can Sell In Person, But Your Marketing Copy Falls Flat: Blame FEAR - 02/05/12 12:30 AM
Over the past couple of weeks I've brought you a couple of reasons why you can sell in person, but your marketing copy falls flat. First I told you to "Blame Mom" and then to "'Blame Your English Teacher."This time ... blame fear. Fear of bringing the "Advertising Police" down on your head.
True, a whole lot of agents don't pay much attention to the rules. Just today I was searching through the Omaha MLS and saw a listing that was within "walking distance" of somewhere. It made me cringe. But then there's you. You may have no desire to be … (12 comments)
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Day 16 in ASUS Warranty Hell - 02/04/12 03:32 PM
Poor Gail! Her computer is who knows where and they won't even tell her when she might expect its return.
Looks to me like we need to get the word out: Don't choose products fdrom ASUS. They'll take your money and forget you when their products don't work.
Via Gail Robinson, Black Rock CT Real Estate blackrockhomesforsale.com (William Raveis Real Estate, Southport, CT):
A brief recap for those of you who haven't been following my saga with my brand new ASUS computer. Here is a brief timeline:
11/21/11 I paid $1,550 for the ASUS Zenbook UX31E (their top of the line model) … (6 comments)
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Please Reblog - Gail Wants Her ASUS Zenbook Back! - 02/03/12 09:32 PM
Glad to oblige Gail - and I Tweeted this too.
I have no tolerance for these companies with Zero customer service. So, I hope that everyone reading this thinks not just twice, but 3 or 4 times before purchasing from ASUS.
Via Gail Robinson, Black Rock CT Real Estate blackrockhomesforsale.com (William Raveis Real Estate, Southport, CT):
For those of you considering buying an ASUS Zenbook, I want to share my experience to save you the pain I've been through. I paid $1,550 for the ASUS Zenbook UX31E (their top of the line model) on 11/21/11 from New Egg.com. On 11/28/11 I received … (5 comments)
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"Foe painting" - This Week's Colorful MLS Bloopers - 02/03/12 03:52 PM
Everyone needs a good laugh sometimes, and Gwen Banta always provides it with her bloopers posts.
Yesterday I wrote about getting a laugh from excessive adjectives and strange words in marketing copy. Gwen brings us MLS bloopers that made me laugh even more.
Via Gwen Banta (Sotheby's International Realty):
As an experienced agent, I sometimes think I’ve seen everything, but when I read the remarks below, I realized I have so much to learn. For instance, how does one get enough pate for a road? Or enough figs to make drapes? And why would one shag on a roof? Read these … (5 comments)
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Will the new banking crisis help your potential home buyers? - 02/03/12 02:15 PM
Accurate record keeping is necessary to doing business. At least, that's what I've always believed. I've never been too shocked when the government revealed that it didn't know where millions or billions of dollars went. After all, they have thousands of workers making new errors every day - some of them no doubt intentional. With each new department, there's new opportunity for funds to become misplaced, diverted, or outright stolen. And record keeping oversight doesn't seem high on their priority list. But I was shocked when the robo-signing scandal broke. How could banks allow sloppy record keeping? Banks are trusted with … (2 comments)
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Excessive Adjectives – Too Much of a Good Thing in Marketing Copy - 02/03/12 03:26 AM
Excessive (or Unusual) Adjectives –
They're Too Much of a Good Thing in Marketing Copy
I don't use many adjectives as a real estate copywriter – and I never use any uncommon ones. They simply don't belong in marketing copy because they would draw attention to themselves and away from the message.
But not everyone understands that, so their copy becomes almost startling.
Knowing that I'd get a giggle from it, one of my ezine readers sent me the descriptive copy he spotted on a website a few days ago. He thought it was too funny not to … (8 comments)
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Yikes! I Thought I Was Kidding - 02/02/12 07:47 PM
The other day, when I wrote about all the strange things going on with computers, I said "Maybe it's sun spots."
Then yesterday, the owner of our local health food store mentioned that she thinks the solar flares are affecting her energy levels... she feels weird.
Today, the computer is doing more of the same strange things - I'm trying to edit and re-write Wordpress pages for a client and sometimes I can go there - sometimes not.
So I Googled "Solar Flares."
This is one of the LEAST scary articles I found...
I've decided not to … (12 comments)
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Body Talk: Top Tips from Body Language Expert - 02/01/12 02:18 PM
We convey SO much information with our body language. It's important not just in looking good for an interview, but for making customers, friends, and co-workers feel comfortable.
I think it also affects whether people believe they can trust us - or not.
Via Chris \ Patty Clark Real Estate Broker Aurora Homes for Sale 720-231-5200 (Serving the Denver Metro Area since 1979):
Body Talk: Top Tips from Body Language Expert
I don’t think body language ever lies. What comes out of the lips sometimes doesn’t go with the body language. Learning how to read people can be very beneficial.Body language says … (2 comments)
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