real estate self promotion: Advice from a Master Copywriter: Bob Bly
- 04/11/17 04:39 PM
The following letter from Master Copywriter Bob Bly came to my in-box this week, and I immediately wrote to ask him if I could share it with my friends at Active Rain.
The reason I wanted to share, of course, is because Bob’s advice goes hand in hand with what I keep saying about agent bios: You need to share a little personal information.
If you let readers know a few things about your life, you’ll create a hook that allows at least some of them to identify with you. They’ll think you’re somehow “like” them, and therefore you must be a pretty
real estate self promotion: 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
real estate self promotion: When you know you'll need some help, don't wait!
- 01/27/17 04:01 PM
Avoid disappointment: Whether you need help from a copywriter like me, a graphic designer, a web guru, a stager, a photographer, or any other freelance service provider, don’t wait until the last minute to get in touch!
I’ve lost count of how many times I’ve had to say “Sorry, I can't do that” to someone who needed a real estate bio, a few pages of web copy, a property description for the MLS or a magazine ad, or a customized prospecting letter, simply because they waited too long to ask for help.
Last week I had an inquiry from an agent who said
real estate self promotion: Could an “Expert” derail your marketing efforts?
- 01/22/17 02:06 PM
Last week I decided to follow some advice I’d read here in the rain and check out my competition. Ever since then I’ve been thinking about writing this post and hesitating.
Because I have always hesitated to “bash” others in my line of work. I didn’t do it when I was a real estate agent, and I don’t want to do it now. So – I won’t mention any names.
As you may or may not know, I have more than 40 sets of pre-written prospecting and staying in touch letters available on my website. So I decided to check out other
real estate self promotion: 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
real estate self promotion: 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
real estate self promotion: It’s Wonderful that you have a real estate agent website – but ...
- 10/16/16 08:42 AM
Having your own website is a good first step, but it's not enough...
A bio on the company site is helpful, but unless there are only 2 or 3 agents in the company, it’s not going to get you much business. Its best function would be to give you a link to your own site.
You need your own site in order to gather your own personal leads. On your company site, you’re one of many. But on your own site you can use your home page, your buyer and seller pages, and your agent bio to show your visitors why YOU are
real estate self promotion: What’s the most impressive thing you can put in a mailbox?
- 08/26/16 04:35 AM
Do you know the one thing you can put in the mail that will absolutely make you stand out from your competitors?
It’s not your market reports. It’s not a well-written prospecting letter. It’s not even the request for feedback that you’re hopefully sending after a transaction closes.
It’s something much simpler: A Hand-written Thank You Note.
You can send them for any reason – any time someone does something nice or gives you exceptional service.
You can even thank your local grocery store manager for hiring such pleasant box-boys or check-out personnel. Notes like that can expand your sphere of influence by bringing
real estate self promotion: Seen on real estate websites...
- 02/25/16 08:40 AM
This week a client consulted with me about her profile on Trulia and Zillow, so I went there to see what other agents were posting, how much space was allowed, etc.
I found a few good profiles, and I also found people I wouldn't do business with if you paid me. They sound like pompous windbags.
I found MANY profiles that began with statements such as:
"I am the best agent in…" "I am the only one who delivers…" "I am the only one who knows…" Some of those super-smart, super-wonderful agents needed some instruction in how to put together an article, too.
real estate self promotion: Stay in touch with past clients/your sphere on Valentine's Day
- 02/05/16 08:05 AM
According to History.com, more than 62% of Americans celebrate Valentine's Day.
With approximately one billion cards sent each year, it is second only to Christmas in its impact on the greeting card industry.
I have no idea who keeps track of this, or how they do it, but they report that 85% of those cards are purchased by women.
Although considered by some to be a purely romantic holiday, many do also send affectionate greetings to parents, children, grand-children, siblings, and friends.
That means it's a great time to send a short greeting to your past clients, your sphere of influence, and the folks in
real estate self promotion: How to market yourself when you have competition...
- 02/04/16 08:37 AM
You've got a territory – or you've been working on developing a territory – but now there's another agent or two moving in on you. They're marketing to "your" homeowners.
What should you do?
The first impulse might be to "go political" and tear down the competition – but that might not be wise.
Years ago, market researchers learned that naming your competition in an ad brought an unwanted result. It made people remember the competition instead of the advertiser!
Instead, focus on what you do well. Toot your own horn.
Talk about your personal service or your extensive marketing techniques. If you've got good statistics to
real estate self promotion: When you leave a message...
- 01/25/16 02:50 AM
This seems like a no-brainer: When you leave a message, speak slowly, clearly, and with enough volume to be heard.
And yet... we get messages that we will never return because we can't figure out who called or what their number is.
Yesterday was a good example.
A woman - with a little-girl "sharp" voice, rattled off her name and the name of her business so fast that even playing it back three times I couldn't get it. She started off OK with the phone number, getting the first three numbers out, but then the rest was a mystery.
The only thing that gave me a clue
real estate self promotion: Revitalize your marketing - a challenge
- 01/14/16 05:24 AM
Have you noticed that the people who do the most - for customers, clients, and even friends - are often the last to notice their own efforts?
I find this to be common with my Realtor clients.
When they hire me to write letters, web copy, or an agent bio I ask them to fill out a questionnaire. Two of my questions are:
What special or added services do you offer to buyers and sellers? What do you do better than your competition? Quite often, they can't tell me.
In fact, some even tell me there's nothing different about their service. They swear that they do
real estate self promotion: This year - earn more by choosing a niche
- 01/08/16 03:30 AM
Are you earning as much as you'd like to earn?
If not, it could be because you're trying to serve EVERY possible real estate client within your marketing area.
Even if you think you need every customer / client you can get, trying to appeal to everyone could mean that you’re wasting time and energy, and actually serving fewer clients.
Why? Because your marketing efforts are scattered and you don't have time to actually become an expert at anything. You've no doubt heard the phrase "Jack of all trades and master of none." When you try to serve every possible buyer and seller in your
real estate self promotion: How do you build your real estate prospect list?
- 12/11/15 07:00 AM
Yesterday a new agent who had just received my weekly newsletter called me to ask a few questions. (I
love that, by the way, so if you've thought of calling – please do!)
She wanted to know how I mailed the newsletter. I told her that I used YMLP (Your Mailing List Provider), and that I was happy with them. Service is good, and I'm able to sort into as many different lists as I please. I can also add "capture boxes" to my site and they'll put the names into the correct lists.
I've thought of checking out Mail Chimp, but haven't
real estate self promotion: When is the best time to start prospecting?
- 12/07/15 02:44 AM
When is the best time to start prospecting?
The answer to this question is similar to the answer to "When is the best time to plant a tree?" The old Chinese Proverb says "The best time to plant a tree is twenty years ago. The second best time is now."
The best time to start prospecting is "The day on which you first became a licensed agent." The second best time is today.
Prospecting can take many forms.
You can network with people you knew in a former career, people in organizations whose meetings you attend, and people who simply attend networking events. You
real estate self promotion: 9 Reasons Why Salespeople Need 2 Use Caution This wk & Through Dec.
- 11/24/15 02:11 AM
Dan Dee McGinnis, DTM, NADOTA is absolutely right.
If you let up on marketing from now through the end of the holiday season, you're destined to have a bleak January and February. When I was a broker I saw it happen to agents every year, but they didn't seem to learn. They'd just say "Nothing is happening in December" and they wouldn't even begin to make an effort.
Of course nothing happened in December - because they didn't contact a single lead to make something happen! Then they'd spend January and February crying because they had no income.
Somehow you have to find the balance. Take
real estate self promotion: 6 Important Reasons Why Blogging is Crucial for Your Business
- 11/05/15 01:56 PM
Of course I had to re-blog a post that reinforces what I tell new agents all the time!
"Start blogging and don't stop!"
Too many tell me "I can't write," but that's a poor excuse. If you can talk, you can write. Sure, you might need a friend to proofread for you and perhaps edit a little as you hone your skills, but you CAN do it!
6 Important Reasons Why Blogging is Crucial for Your Business
It’s really disappointing when I hear a Realtor® say they don’t think there’s any value in having a blog. Au contraire. Your blog is one
real estate self promotion: Does your website have this strange hole?
- 11/04/15 07:55 AM
Does Your Website Have This Strange Hole?
You probably know what your website needs, at a minimum.
The home page, with search capabilities. A buyer page A seller page An "about me" page – and please not a blank page or a page that contains the exact same words as sixteen other agents in your company. (Yes, I have seen that.) In my opinion, the site also needs community pages and a number of informational pages flowing from the buyer and seller pages. The more informational pages you have, the better. I also think it's wise to link to outside pages about
real estate self promotion: Points to ponder from master marketer Bob Bly
- 10/03/15 07:59 AM
Master Marketer Bob Bly sends tidbits and advice to his subscribers every day, and once a month passes along bits and pieces he's gleaned from his email, and from other publications and newsletters he reads. This month two of his pieces of advice seemed applicable to the real estate industry.
So here they are, "Appearing courtesy of Bob Bly's Direct Response Letter." If you'd like to receive his advice in your own in-box, visit him at www.bly.com and add your name to his mailing list. (I promise, it's one email you'll read every day.)
***Satisfy customers by giving them a say***