Have you ever sat staring blankly at your computer screen willing the blinking cursor to zap some great copy into the marketing piece you needed done yesterday? It's sure happened to me more than once. Typically, I have no problem coming up with a few things to say about any listing. But after a while, it all begins to sound the same. Well, if Dr. Phil and Dr. Laura can help people sort out the perils of daily life with books and talk shows, I figured there must be something out there that could help with ad, listing, and flyer writer's block. I found something at a CRS (Certified Residential Specialist) class that sure fills the bill.
Mary Ellen Randall and Jamie M. Edwards have put together a spiral bound, flip-chart type book that really helps. The book is entitled Real Estate Advertising Made Easy. The book has interchangeable sections that you work with three at a time. It's similar to the kid's books where you can change the hair, eyes, nose and mouth to create different faces.
For example, the first section is Headlines. The second is Opening Line/Style and the third is Feature Benefits. One of my mentors, Joe Stumpf founder of By Referral Only has impressed upon me the importance of a great headline to immediately grab the reader's attention. Here's an example of just a few of the Headlines offered in this book:
•Ø DREAMSTARTER
•Ø OPEN FOR CLOSE INSPECTION
•Ø PREMIER SHOWING
•Ø GREAT BEGINNINGS!
•Ø SEE WORTHY
•Ø R.S.V.P.
Some of the things listed under Opening Lines/Style section on the Colonial Architecture page are:
•Ø TOUCHED BY TRADITION
•Ø AGELESS-UNDATED COLONIAL
•Ø COLONIAL-AUTHENTIC!
•Ø HISTORICAL APPEAL IN CHARMING COLONIAL!
The next section is Feature Benefits. Under this tab is a page addressing Entrance/Foyer. Here are some of the lines offered in this section:
•Ø Walk of mellow-old bricks leads guests to the inviting entrance
•Ø Enter through white picket fence with swinging garden gate
•Ø Country gardens inspired by English tradition
•Ø Atmosphere for charm...English garden welcomes guests
* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *
Okay, now let's just put one item from each section together to begin writing a sample flyer:
HEADLINE: DREAMSTARTER
OPENING LINE: TOUCHED BY TRADITION
FEATURE BENEFITS: Walk of mellow-old bricks leads guests to the inviting entrance
WOW! Pretty simple stuff, huh? This book really helps to get me into the mindset of what buyers are looking for. And it helps break the habit of using "realestatese" phrases and abbreviations. I wish I had a nickel for every time a first time buyer has asked me, "What does ‘turnkey' mean?" Or, asked me to translate an abbreviation that looks like nothing I've ever seen before.
There are four additional headings to choose from as well - General, Price/Financing, Call Realtor/Salesperson, and Seasonal Headings. This is a great tool to not only break through writer's block, but add some sizzle to the steak. Or, better yet, turn over the book and the responsibility to an assistant who enjoys this kind of stuff! Ah, well, that's a subject for another post.
Happy Marketing!
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Marlene Bridges, REALTOR® 800 777-1775
South Orange County Real Estate Website
Orange County Seniors Lifestyles Blog
SRES - Seniors Real Estate Specialist®
CRS-Certified Residential Specialist®
President - Laguna Hills/Laguna Woods Chamber of Commerce
Marlene is a highly experienced South Orange County CA REALTOR® specializing in residential Real Estate and the sale of Homes and Condos in South Orange County, California and Saddleback Valley cities of: Laguna Woods, Laguna Hills, Laguna Niguel, Laguna Beach, Rancho Santa Margarita, Lake Forest, Dana Point, San Juan Capistrano, San Clemente, Aliso Viejo, Mission Viejo.
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