As a Realtor you’re in business to sell your service. If it’s been a struggle, then you probably aren’t giving your potential customers and clients a good “Reason Why” they should choose you.

Take off your “Realtor” hat for a minute, and put on your “consumer” hat. You ARE a consumer when you need services other than your own. And why do you choose the vendors you choose? Not just because they’re there. Not because they need your business. You choose them because you think the service will meet your wants and needs.

How do you know? Perhaps you’ve used them before. Perhaps a friend recommended their service. Or perhaps the advertising gave you a good “reason why” you should become a customer.

The reality is -- we’re all tuned into station WIFM: What’s in it for me?

When you put pen to paper and begin to draft your next ad, put yourself in your customers’ and clients’ shoes and ask yourself what’s in it for them.

WHY will your service be the most beneficial to them?

• Do you offer better communications?
  
• Better negotiation skills? Greater market knowledge?
  
• More marketing savvy to sell their homes?
  
• Staging expertise to help get a house ready for market?
  
• Construction expertise to help buyers avoid “Money pits?”
• Financing experience to help buyers find the right loan?
  
• Problem-solving skills that keep transactions from failing at the last minute?

What makes you stand out from the crowd? Whatever it is, that’s what you must convey to your customer.

Since you are no doubt accomplished in more than one benefit area, think about your customers/ clients and what they need and want most from you. Then use that benefit as the focal point of your ad, with the other benefits as add-ons.

As a copywriter, I'm on a campaign to eliminate the "I'm here" ads we see everywhere. Help me win!