Obviously, making an EMOTIONAL CONNECTION is key to forming relationships with prospects ... but how to do it through the WRITTEN WORD is not so obvious. Here's some help ...

Services for Real Estate Pros with InHouse Writer

Making an emotional connection to begin a relationship with your prospects is necessary for getting new clients. It's what personal marketing is all about. If this were not true, those Sunday newspaper ads with your company name, photos of homes and agents' head shots would keep the phone ringing at least all day Monday, if not throughout the week.
By far, the best way to connect emotionally with prospects AND help them remember you is to use your personal brochure or Web site's "About" page to tell them a story. A story grabs attention and keeps prospects engaged. Plus, stories have the uncanny ability to fly under prospects' sales radar and deliver your message straight to their hearts.

See which of the following examples engages your interest ...

  • Example #1 - Story-based information delivery
    Marcie's love for sales began one fateful Saturday when she was just a sixth-grader growing up in the small town of Mason, Alabama. Marcie's parents owned the local drug store where her father was pharmacist and her mother was the store's only clerk. The drug store soda fountain was a popular hangout for local teens, and Marcie's big brother worked part-time as soda jerk. It was the middle of flu season. Both Marcie's mother and brother were sick, so Marcie had to help out. "I'd never had as much fun as I did that Saturday morning selling cherry Cokes and making change," she said. "And since that day, the thrill of making sales has never left me. Only now my passion is for selling real estate instead of cherry Cokes."
  • Example #2 - Fact-based information delivery
    Marcie grew up in the small town of Mason, Alabama. Her parents owned the local drug store where her father was pharmacist, her mother the clerk and her brother the soda jerk. Occasionally, Marcie had to help out. This was the beginning of her love for sales.


Which example do you think you'd be more likely to remember next week?


Now, if that were your story and  ...

Real Estate Copywriter


Your prospect grew up in the era of the 1950 and 1960's drug store soda fountain, the story in example #1 triggers a wealth of memories connected to all kinds of emotion within him.

And even if the prospect is younger, movies like The Last Picture Show and the TV series Happy Days and The Wonder Years are such a part of our shared culture and the American psyche, that the story in #1 still has the power to trigger a younger person's emotion-filled memories.




Maybe your story would be about your love for fishing ...Real Estate Copywriter






Or maybe it's about the fun you have gardening with your daughter ...

Real Estate Copywriter

Or coaching Little League.

Real Estate Personal Brochure



It doesn't have to relate to sales.

But whatever it is, my point is that stories paint vivid pictures in prospects' minds, and these pictures conjure up memories, which are tied to emotions.

And therein lies your story's power to make emotional connections with your prospects.

What story can YOU share in your personal brochure that would get you out from behind the Realtor® mask and show prospects you're real?


Writing for your success,

The Real Estate Copywriter




Kay Steele Faulk
The Real Estate Copywriter

P.S. If you'd like to WRITE YOUR OWN COPY for a new personal    How to Write & Lay Out Your Own Personal Brochure
brochure or your Web site's "About" page, I've created a GUIDE
to help you out.

It's entitled "A Copywriter's Guide for Real Estate Professionals - How to Write & Lay Out Your Own Personal Brochure." Check it out at www.RealEstatePersonalBrochure.com.










If you found this post helpful, you may like "What is a Personal Brochure and Why Should You Care?"



Copyright 2009. All rights reserved.

Kay Steele Faulk, The Real Estate Copywriter
Specializing in Real Estate Sales Letters and Real Estate Personal Brochures

In the Heart of the Mississippi River Delta ~ Lake Village, Arkansas
Direct 870-265-9897  |  Cell 870-265-6266  |  Email kfaulk@InHouseWriter.com


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Gregory Lohr
Freedom Foreclosure Prevention Services - West Columbia, SC

Hmmm...Love the advice, and as I sit here, I am thinking...if I could write like the example in #1, I would probably be an author.  Great advice, implementation could be a challenge.  I'll be working on this.  Thanks for the great post!

Jun 26, 2008 09:14 AM #1
Jon Zolsky, Daytona Beach, FL
Daytona Condo Realty, 386-405-4408 - Daytona Beach, FL
Buy Daytona condos for heavenly good prices


You may simply turn to Kay for help, and she would make your story very compelling and "sticky", meaning that your potential clients would have a desire to become your real clients.

Of course it is not that all easy, and there is way more to converint prospects to real customersand no one element, no matter how terrific it is, gets you there, or that would be so easy.

Ever thought why when you google software, Microsoft does not come first. With their talent, money and knowledge, how come they can't figure, arrange and buy?

Good job, Kay

Jun 26, 2008 02:59 PM #2
Kay Steele Faulk
InHouse Writer - Lake Village, AR
The Real Estate Copywriter

GREGORY: Thanks for the phone call yesterday. I hope I was some help to you. As I said in our conversation, one of the free bonuses included with my new guide on how to write your own personal brochure is a 99-point creative brief.

Good copy doesn't just magically happen, even for professional writers. It's the result of thorough, in-depth research. And a huge part of the research professional writers and ad agencies do involves a strong creative brief. When you have the one I provide with my guide, you do the same research a pro writer writing your story would do. Then, when you put your pen to paper or fingers to keyboard, you're so filled with information that's interesting and on-target, it just comes flowing out.

To the uninitiated, it sure looks like magic.

Thanks for commenting.........Kay

Jun 27, 2008 06:32 AM #3
Kay Steele Faulk
InHouse Writer - Lake Village, AR
The Real Estate Copywriter

Jon: Thank you! It's good to hear from you again. You may not recall, but you read my Thanksgiving post and wrote a comment that I really appreciated.

I'd like to expand on what you told Gregory above about no one thing being the answer.

The big thing about using a story to deliver your information to prospects is that it helps them remember you, which is the main purpose of marketing. And the simpler your story, the better. Think about the Jared story for Subway sandwiches.

There's a great new marketing book out about this: Made to Stick.

A good definition of marketing is "an ongoing process of getting your message to your target audience consistently over time through a variety of media." So, by definition, marketing is never a one-shot deal.

(Unfortunately, many people will do one marketing project, and when it doesn't deliver great results, they're disappointed and renounce marketing altogether. Or someone does a marketing project that just happens to get results, and she concludes that doing this one thing is *the* answer. But I digress...)

Everyone has to *begin* their marketing somewhere. And with personal marketing, you *begin* by introducing yourself. In print, this is done with a personal brochure. On the Web, it's done traditionally on the "About" page. And if you use these two places to tell your prospects a story, then the next time they hear from you they'll be more likely to remember you, and the contact with them will be warm, not cold. A series of these "warm" contacts -- in which you let the prospect get to know you -- build a relationship.

I still remember your story, Jon, of your family's move from Russia -- from just above the Artic Circle -- to sunny Florida and about not seeing the snow since. You painted that picture in my mind with your words, and it stuck!  Thanks for commenting...........Kay

Jun 27, 2008 10:51 AM #4
Diane Aurit
LKN Realty, LLC - Mooresville, NC
Lake Norman Real Estate

I'm glad Marti mentioned this in his weekly reveiw.  What a great set of examples to show the importance of the personal connection!

Jun 29, 2008 04:21 AM #5
Kay Steele Faulk
InHouse Writer - Lake Village, AR
The Real Estate Copywriter

DIANE: Thank you! And it's not hard stuff to write. Just give your story a setting and a character or two ... then BOOM! a string of facts is made engaging. Thanks for commenting. Please come again.........Kay

Jun 29, 2008 08:49 AM #6
Latonia Parks
Top Bragg Realty, Fayetteville NC, Home of the 82d ABN DIV - Fayetteville, NC
Certified Military Relocation Expert

I do see the personal connection we want to gain with painting a picture in their mind.  Great reminder so thanks.

Jun 29, 2008 02:18 PM #7
Kay Steele Faulk
InHouse Writer - Lake Village, AR
The Real Estate Copywriter

LATONIA: You're welcome! And thanks for stopping by. Loved that story you told on your blog about the attorney at closing! Hope you'll come again........Kay

Jun 30, 2008 02:21 AM #8
Christine L
Property Cupid, LLC - Chandler, AZ

Thanks for this post. I love to write, now I just have to come up with a story.

Jun 30, 2008 03:46 PM #9
Kay Steele Faulk
InHouse Writer - Lake Village, AR
The Real Estate Copywriter

HI, CHRISTINE: You're welcome. I just visited your blog and found your posts very engaging. You kept me reading. Your love for writing certainly shows ... as does your love for real estate. Coming up with a story is easy when you have a creative brief to guide you. It's what professional writers and ad agencies use to prepare for any marketing or sales project.

If you'll forgive the shameless plug, my new Copywriter's Guide for Real Estate Professionals on how to write your own personal brochure has as a free bonus a 99-point creative brief included. Among other things, it enables you to step back and take an objective view of yourself. You'd be pleasantly surprised at the personal stories that emerge ... things about yourself that you never realized were story material. And the good part is ... the simpler your story, the better. Thanks for commenting. And please come again......Kay

Jul 01, 2008 05:00 AM #10
Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents
Lyon Real Estate - Sacramento, CA
Put 40 years of experience to work for you

Hi Kay:

Rather than trying to teach non-writers to compose creative content, wouldn't it be easier for them to simply hire you to do it? Not everybody can write nor can they learn. In my younger days, I used to believe that any person who had a thought in the brain could transpose that thought into a cognitive sentence on paper. But it ain't so. Some people can't do it. They generally excel at other things, but writing isn't one of them.

elizabeth weintraub sacramento real estate agent

Jul 04, 2008 03:26 AM #11
Kathy Anderson
HomeSmart - Surprise, AZ
Arizona Retirement Homes For Sale, Sun City Grand

I have people tell me they love my website and come back over and over but I know I need to put more of a personal profile on there.  I haven't really let people know too much about myself yet.

Jul 04, 2008 03:36 AM #12
Kay Steele Faulk
InHouse Writer - Lake Village, AR
The Real Estate Copywriter

ELIZABETH: that's a very good question. And my answer, in a word, is yes. However, with the market downturn, my brochure fee sends agents into sticker shock. I wish I could lower it to help folks out, but copywriting is a business for me and I simply can't. So I've done the next best thing ...

I created a guide for those who want to write their own, and I priced it at about the cost of a Friday night's dinner out and a movie.

What led me to do this was the dramatic increase in the last 12 months of visitors coming to my Web site via variations of the search string "how to write a personal brochure," instead of the usual "copywriter for personal brochure."

Smart agents know that marketing must go on, despite a shrinking marketing budget. So for the do-it-yourselfers, the guide includes five free bonuses, which are the tools needed to make a personal brochure project a success:

  1. A 99-point creative brief -- a tool used by professional copywriters and ad agencies ...
  2. A ready-to-mail letter requesting a testimonial ...
  3. A list of questions and topic suggestions to include with each testimonial request ...
  4. A ready-to-mail letter requesting permission to use an existing testimonial and ...
  5. A must-see list of free and cheap resources.

Although the guide does include valuable tips on the writing process, it's not a course in creative writing, by any means. But by using the free creative brief, agents WILL discover their story, develop a core marketing message and have a blueprint to keep both their writing and their project on track.

Plus, by avoiding the mistakes pointed out in the guide and using its suggestions, agents wanting to do their own writing now have a way to ensure their personal brochure is the best it can be. I've also removed all financial risk with a 3-month money-back guarantee.

I apologize for the length of this answer. But I'm convinced "A Copywriter's Guide for Real Estate Professionals - How to Write & Lay Out Your Own Personal Brochure" can help agents. Thanks for commenting, Elizabeth...........Kay

Jul 04, 2008 05:40 AM #13
Kay Steele Faulk
InHouse Writer - Lake Village, AR
The Real Estate Copywriter

KATHY: I see why people come back again and again to your site. You do an excellent job of carrying on a conversation with your visitors, starting right there on your home page. That's how it's supposed to be done!

I think you'd be pleasantly surprised if you start letting prospects get to know you. But even without that, your personal "voice" comes through so well in your Web site copy, visitors get a sense of you. I can only imagine how wonderfully your story would come across written in your voice. Thanks for commenting........Kay

Jul 04, 2008 11:54 AM #14
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