real estate marketing: Success Prep: BIG Think! - 09/08/17 03:49 PM
Amanda Thomas has written a thought provoking post which asks this question:
If you don't have enough faith in your abilities to invest in yourself and your career, why should a client have enough faith to entrust you with handling the purchase or sale of a major asset?
The answer, of course, is "They shouldn't."
Truthfully, I doubt if most new agents are thinking of it in that light. They're just looking at how much money they have in the bank and worrying about spending what they don't have before they've ever earned a commission.
As a real estate writer, I talk with many … (7 comments)

real estate marketing: Why creating and marketing to a niche makes good sense - 06/20/17 10:40 AM
If you’re still stuck on being a generalist, you may be tired of seeing so many of us pushing you to create a niche.
You’re worried that by focusing on one geographic area, one type of home or property, or one type of buyer or seller, you’re going to miss out sales.You're suffering from FOMO.
For one thing, that’s not true. You don’t have to exclude anyone. So if cousin George wants you to list his home and it’s not in your territory, you can go right ahead and do it. And of course, if your buyers decide that your geographic area isn’t … (25 comments)

real estate marketing: What is a senior citizen? - 05/30/17 04:29 PM
What is a Senior Citizen?
Unless you are a senior citizen, as I am, you may be tempted to think that “Senior Citizen” = “old person.” And if you’re thinking “old person” you may be putting us all into a category of real estate clients who are ready to:
Downsize Move to a retirement community Move to a retirement home You may also think we’re necessarily in poor health and / or have diminished mental capacity.
While those statements do apply to some, if you paint us all with the same broad brush, you’re sadly mistaken.
If you stop and think about it, … (45 comments)

real estate marketing: One Copywriter's Pet Peeve: Lazy Copy - 05/25/17 12:32 PM
Every writer has pet peeves that make him or her cringe. I actually have two.
The first one is “I want to thank…” It must just be me, because I see it and hear it all the time. Every time I do, my instant reaction is “Well, then why don’t you do it if you want to?”
The other pet peeve, however, I believe is simply the sign of a lazy writer. It marks someone who can’t be bothered to tell the whole story. It’s also generally an untruth.
What is the word? “Needs.”
Everywhere you look you can find ads that say “Call on … (33 comments)

real estate marketing: Ask An Ambassador: How To Beat The 800 Pound Gorilla - 05/23/17 10:01 PM
As Liz and Bill Spear so ably point out - if you're in it for the long haul and you're willing to do the work, you CAN beat the 800 pound gorilla!
The big portals make a lot of agents anxious. Z/T/ & the big brokers all have WAY more money then we'll ever hope to have.  They can out advertise us pretty easily. They make an announcement and the whole industry quivers.
They're 800 pound gorillas and we're chipmunks.
 Seriously, how can we as single agents or small teams take on that kind of ferocious opponent?
The answers are right … (5 comments)

real estate marketing: We’re hard-wired to resist sales pitches - 05/14/17 12:28 PM
Think about it - when you can see that someone is working hard to sell you something, don't you shut down? Even when you agree to an appointment with someone to hear all about what they had to offer, don’t you set up a shield of resistance? Most of us do.
Why? Because we want to make our own decisions. None of us wants to feel like we’ve been pushed or coerced into doing something – even when it’s something we want to do.
That’s why, as a sales person, you have to walk a fine line.
If you never … (15 comments)

real estate marketing: Successful prospecting demands consistency – so put it on autopilot - 05/12/17 04:44 PM
Successful real estate prospecting demands consistency – so put it on autopilot.
Whether you’re trying to gain dominance in a geographic area or a niche market, the key to success is consistency.
Just one letter might get you a response – if you send enough copies of that one letter – but don’t count on it. Those in direct marketing who track and test mailings say it’s lucky to get a 1% response from a first mailing to a cold list.
In fact, they say 5 “touches” should be the minimum, and if you want the full effect, go for twelve.
(Note that a “touch” … (25 comments)

real estate marketing: Sharing a master marketers advice... - 05/03/17 10:16 AM
As usual, Bob Bly’s monthly letter offered up some useful tidbits – some of which can apply to your own marketing efforts.
Do you use photographs of people on your brochures?
Then consider this advice from Bob:
“Show a photograph of your target market on the cover of your brochure. The first question anyone will ask when he or she picks up your sales literature is, "Who is this for -- for people like me?"”

“But remember the 20 percent rule. Show photos of people who are 20 percent younger than your target market, 20 percent more attractive, 20 percent better dressed, … (7 comments)

real estate marketing: Is “Need” a word we "need" to banish from our marketing? - 04/26/17 12:50 PM
Is "Need" a negative word?
Last week my son sent an interesting article about the word “need.” The message must have sunk in, because when I wrote this week’s newsletter, I caught myself replacing it with something else.
Now I’ll offer the question for your consideration.
According to that article, the word “need” is one of judgment – and a bit of bossiness. The writer mentioned those times in childhood when our parents told us all the things we needed to do – or else!
You need to clean your room. You need to clean your plate. You need to turn off the TV … (11 comments)

real estate marketing: Content marketing isn't new - 04/23/17 04:04 PM
Today everyone seems to be talking about content marketing as if it were a brand new concept, just discovered as the way to reach new customers and build brand recognition.
That simply isn’t so.
At least two companies were already using content marketing in the late 1800’s.
Dr. Oetker: In 1891, Dr. August Oetker, working at his pharmacy in Bielefeld, Germany,  developed Backin baking powder.
To communicate the superiority of this new innovation, he began using content marketing. The company published recipe booklets, printed recipes on packages, and ran newspaper advertisements with recipes – all designed to show housewives that with Backin, they’d get … (41 comments)

real estate marketing: Learn through writing – by hand - 04/22/17 01:21 PM
Writing by hand isn’t very popular these days – and that just might be the reason why our students seem to know less and less. (Do you ever watch Jessie Watters when he interviews college students? Ouch!)
Some time ago I wrote about one of the exercises I did when I first began to study copywriting. The assignment was to hand-copy each direct marketing promotion in a very fat book. These were promotions that have done well, bringing in millions of dollars in sales over the years. They were among the best examples of how to attract consumers and move them to … (22 comments)

real estate marketing: Work-Around for Adding Photos to ActiveRain - 04/15/17 11:11 AM
Debe Maxwell wrote this post to explain how members can add graphics even when the Active Rain "upload" function isn't working.
I didn't get in on the upload problem a few days ago, but I do get annoyed when I want to use something I uploaded a year or two ago. It may be my computer and it may be AR, but I cannot view ALL of the photos I've uploaded.
When I "do over" the system reminds me that I already have that title uploaded and the new upload will over-write it.
Perhaps even more important: Deb reminds us that using the alternate … (5 comments)

real estate marketing: Protect your credibility - tell the truth - 03/02/17 11:24 AM
Several months ago I wrote about a real estate team that sent my son a 9 1/2” X 12” 4-page, full color glossy brochure advertising their services. It was a beautiful looking brochure, but…
Almost every paragraph began with the word “We” our “Our,” and nowhere on the entire brochure did it give their location. They said they were North Idaho specialists. That could mean anywhere in 3 counties – and our counties are both large and diverse in terms of real estate values. We finally figured out from the phone prefixes that they are in Coeur d’Alene – which is about … (20 comments)

real estate marketing: What I love about being a real estate copywriter - 02/28/17 01:18 PM
Where to start? First of all, I love writing and I’m fascinated by the psychology of marketing. I also love playing with words, fitting them together this way and that until they come together in a clear message that flows well.
One of my favorite tasks is writing agent bios, or profiles. I’ve loved working puzzles since I was a small child, and writing a bio is like working a puzzle. I take the parts and pieces that agents send me and try to weave them together into a message that makes it clear why this agent is the best choice in … (6 comments)

real estate marketing: Write to a person, not to a crowd - 02/04/17 04:16 PM
How many times have you gotten a letter (or email) from a real estate agent (or any other marketer) that was addressed to “Dear Homeowner?”
If you get many letters, you’ve probably seen several like that.
Then, to make matters worse, the letter will go on to use phrases such as “people like you” or “all of you who…” or even “you guys who…”
All of those phrases clearly show that the person who wrote doesn’t know you – and wasn’t writing to you specifically. He or she was writing to a crowd.
But there’s no crowd opening your mail. There’s only you, even though you … (53 comments)

real estate marketing: If they won’t read it, why write it? - 01/29/17 11:57 AM
When you take the time to write – whether it’s a blog post, a prospecting letter, or even a property description – you want people to read it. After that you want them to understand it and be motivated to act.
But the first task is getting them started on the first sentence.
You already know about Rule #1 – Never begin with “I” or “We.” So let’s go on to what I’ll call Rule #2 – Make it look inviting.
That means using a reasonable font size and breaking your paragraphs into small bites. Small print and long paragraphs look like encyclopedia … (46 comments)

real estate marketing: Are You Embarrassed to Admit that you Need a Copywriter? - 01/15/17 03:18 PM
If so, you aren’t alone.
My own best friend is a prime example. Every time she calls me for help with a letter she's writing, she apologizes for needing help. She, like many others, seems to think that since she’s an intelligent person, she should be able to write great copy.
Why? She’s brilliant at accounting, and I’m not at all embarrassed to admit I need her help figuring out debits and credits. I’m also not embarrassed to hire a mechanic to repair my car or a professional to solve my computer glitches. I didn’t study those things and have no talent for … (18 comments)

real estate marketing: Should you post to an article sharing site? - 12/02/16 03:26 PM
Should you post to an article sharing site?
Back when I first started copywriting, I used a lot. At the time, I could usually count on getting at least one inquiry every time I posted a new article.
I DID get really frustrated because while those articles are free for anyone to take and post on their own websites, some people put them through “spinners” before posting them. I wouldn’t have cared, but part of the requirement is that the person leave the author’s resource box on the post, and I sure didn’t like my name associated with some of the … (17 comments)

real estate marketing: I don't believe this... - 11/15/16 05:47 AM
Tony Robbins, that famous motivational speaker, said: “If you want to be successful, find someone who has achieved the results you want and copy what they do and you'll achieve the same results.”
Perhaps, to some extent and in some careers, that can work. However, in real estate, only parts of it work for everyone.
After all, you're an individual. You bring a different attitude, different experiences, different feelings, and a different personality to your work. 
You're one of a kind - not someone else's clone. 
In my opinion, every agent needs to:   
Have an informative personal website that captures leads Prospect by postal … (10 comments)

real estate marketing: Still asking... Where are you? - 11/10/16 07:58 AM
Here I am, back on my soapbox, harping about letting your prospective clients know where the heck you are. 
An ad in today's monthly Co-op news magazine brought on this latest rant. 
A month or so ago a real estate sign with an agency name I'd never seen before went up on a neighbor's property. I've noticed the sign every time I've gone by, but haven't ever stopped and gotten out to read what it said and learn their location. So when I saw an ad for that agency in the publication, I was interested. 
But guess what? I didn't find it. Since this publication … (7 comments)

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Marte Cliff

your real estate writer

Priest River, ID

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Marte Cliff Copywriting

Address: 1794 Blue Lake Road, Priest River, ID, 83856

Office: (208) 448-1479

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