How many times have you seen this line or a variation of it?
“Your home may be the most expensive purchase you’ll make in your lifetime.”
It appears in dozens (Hundreds? Thousands?) of real estate websites across the country – perhaps in every country.
Why?
Do the folks writing that line think their clients don’t know this?
While there are many, many points to be made to help buyers and sellers make wise decisions (sometimes in spite of themselves) this one seems almost insulting to me. It’s kind of like saying “Now honey, remember that this is a lot of money we’re talking about.”
I just think this statement is a waste of space in a marketing piece. There are better things to say - ways to say you will help them protect that investment or make a wise investment.
- How about a buyer’s agent promising to listen well and help find a home that fits her clients’ wants, needs, AND budget?
- How about a listing agent promising to do such exceptional marketing, negotiating, and follow-up that the house will sell quickly and at the best possible price?
- How about offering advice regarding the often unmentioned costs that can attach themselves to a home purchase (or home ownership) and destroy a carefully considered budget?
The purpose of any marketing material – whether it’s a letter you send in the mail, an email, a blog post, a newsletter, a web page, or a print ad – is to catch your prospect’s interest and attention and get them to keep reading long enough to decide that you just might be the agent they need.
Telling them something trite that they already know is not going to make them think “This might be important. I’d better read it!”
So think twice before you write the same statement they’ve heard a hundred times.
Yes, making a statement your reader will agree with is always a good way to begin a correspondence, but come up with something a bit more original.
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