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 to say yes. Be sure to verify permission to use their names, because names of actual people are important in testimonials.
A case study might be in order...
If theirs was a difficult transaction and you pulled it off despite all odds, you might even want to ask if you can use them as a case study – and even include their photos or a short video of them talking about how well you handled things.
But the "big compliments" aren’t the only ones that count.
The small "thank you's" also give you insight into what you should stress in your marketing copy.
Because you're a top agent, you do things as a matter of routine that lesser agents don't do. You take those things for granted because you feel it's the right way to do business. So when someone gives you a seemingly small "thanks," you might not even notice. Start noticing.
Those are things that set you apart from the crowd, and they do belong in your marketing copy.
For instance: When you return a call a few minutes after a client left a message and they say "Thanks for calling back so soon." How about when you guide buyers to a house that has some special feature they were hoping for and they say "You remembered!" Or even when a client thanks you for meeting with them in the evening because they couldn't take time off from work earlier in the day.
Your clients aren't taking those small things for granted because in their eyes, they're not only important, they represent better service than they've had in the past.
Before I write marketing copy for real estate agents I ask them to fill out a questionnaire. One of the questions asks what they do different/better than the average agent. Unfortunately, many agents can't answer that until I poke and prod for a while. They simply don't realize that what they do is superior to what the majority does.
So - pay attention. Keep a notebook handy and jot down the compliments you get. Then use that information in your marketing copy.
And if you aren't sure how to work it in, get in touch... I love writing copy that helps real estate agents let their prospects know that they are the one to choose.
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great points here. I think I am going to use these recent compliments as part of our ads bullet points! Thanks for the tip this is good stuff