So What?

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Services for Real Estate Pros with Marte Cliff Copywriting

So what? That's a pretty rude thing to say, so I'm not going to suggest that you say it to anyone but yourself.

It's the question to ask when you're writing a prospecting letter or any kind of promotional copy.

If you write a statement such as: "I have 16 designations, including GRI, ABR, ..." or "I've lived in the X area for 27 years," or "Last year I won the X award for X," then you MUST answer the question "So what?"

Unless you answer the question, the consumers you're trying to impress won't know why they're supposed to be impressed.

You need to tell them what those things mean to them. So what?

  • How does it benefit them for you to have 16 designations?
  • How does it benefit them for you to live there for 27 years?
  • How does it benefit them for you to win an award?

If that phrase is too rude for your taste, you can switch it to "...and that means..."

You've probably noticed that I started those sentences with the forbidden word "I." That doesn't mean you should do that when you're writing the actual copy, unless the copy is for your bio.

But if you start with those statements - on your scratch paper - and then write down the reasons why they matter to your prospects, it will be easy to turn your sentences around and focus on your reader. Instead of saying "I" have or do this or that, you can state the benefit and then finish with some version of "because I..."

Use the same method when listing features...

When you have the space - such as on your website - use the same method after you list a feature. You'll awaken your readers' imaginations and get them to start visualizing themselves actually using those features.

 

 

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Topic:
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Tags:
real estate self promotion
writing real estate marketing copy
presenting benefits in copy

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Peter Pfann @ eXp Realty Pfanntastic Properties in Victoria, Since 1986.
eXp Realty, Victoria BC www.pfanntastic.com - Victoria, BC
Talk To or Text Peter 250-213-9490

Hi Marte,

great blog, for decades, there heve been this trend of agents and companies boasting about anything and everything without really any reason how this benefits the consumer, that's what (is missing) in their message;0)

Mar 24, 2011 05:46 PM #1
Rainmaker
1,531,774
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Peter & Linda - Exactly. Too many real estate ads are what I call the "Here I am, I'm wonderful, hire me" ads. The "reason why" is important!

Mar 24, 2011 06:33 PM #2
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Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA

Focusing on the perspective of the reader is critical. One of my favorite tricks is to use words that evoke strong images.  Describing how a kitchen would have abundant space to cook a Thanksgiving feast, or that the deck is a great place to relax and listen to the bird's sing.  Creating those visualizations in a buyers mind is key.

Mar 25, 2011 05:55 AM #3
Rainmaker
1,531,774
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Chris Ann - That's right - when you create visualizations you get their emotions involved. And as we all know, people buy with emotion and justify with logic.

Mar 25, 2011 06:26 AM #4
Rainer
106,897
Elizabeth Byrne
Keller Williams Realty - Arlington, VA
Arlington Virginia Real Estate

Marte, you are right, benefits we offer to our clients are the key to winning their hearts. Talking about all designations and accomplishments we accumulated during our lifetimes sounds rather egotistical. Helping our clients should be about them, not us.

Mar 26, 2011 04:51 AM #5
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Elizabeth - Yes it does sound egotistical. And from the looks of some marketing, I think some agents use it as sort of an intimidation tactic.

However... on your bio page it's still good to mention designations and accomplishments. Just do it in a way that ties back to the client and shows you "did it for them."

Mar 26, 2011 05:03 AM #6
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Maureen Bray Portland OR Home Stager ~ Room Solutions Staging
Room Solutions Staging, Portland OR - Portland, OR
"Staging that Sells Portland Homes"

Hi Marte ~ what a good point ... use less "I" in any marketing materials and more benefits to the reader.  One of my pet peeves is seeing a flyer for a home on the market where the photo & logo of the listing agent is as big -- and sometimes bigger -- than the house photo!  This shows a serious ego problem and I'd avoid that agent if I were a seller :-)

Mar 29, 2011 05:31 AM #7
Rainmaker
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Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Maureen - It sure does show an ego problem! And how about those house signs that include a huge photo of the Realtor? Some agents forget that it's about the clients, not about them.

Mar 29, 2011 05:40 AM #8
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