Five Persuasive Words to Energize Your Real Estate Marketing Copy

Services for Real Estate Pros with Marte Cliff Copywriting

If you read a lot about marketing and copywriting, you've no doubt come across a variety of lists telling you the most persuasive words to use in your copy.These words are designed to capture attention, energize your copy and explode your results.

Some are short lists and some are long, but most have several words in common.

These 5 "words of persuasion" are found on most lists:

  • you fireworks
  • free
  • new
  • instantly
  • because

You: By now, we all know that beginning a message with some form of "you" will get your message read far more often than if you begin with "I" or "We." People are interested in what concerns them, and what they want or think.

They don't really care much what you want, so those letters that start with "I want to introduce you to..." really make me cringe. I can just hear the readers thinking "Who the --- cares what you want?"

Free: Always an attention-getter, but a difficult one for real estate agents. You can offer free reports, but you can't offer a "Free garage with every home purchase."

New: "New on the market" will attract some buyers. And mentioning a new roof would add value to an older home's description. You might even gain benefit if you said there was a new supermarket, gym, or children's playground just 8 blocks away.

Instantly: You can offer your free report delivered instantly. What else?

Because: This, to me, is the most interesting word in the group. Perhaps because it ties in with "Reason why" marketing.

People really do need a reason why they should choose a particular product or service over any others. Using the word "because" removes any doubt and saves the reader from having to figure it out themselves.

Researchers have done studies and found that people will respond positively to the word "because" even if the reason is dumb. One of the most well-known studies has people cutting in line to use the office copy machine. Despite the fact that everyone in line has something they need to copy, saying "Can I go first because I need to make copies" brings a positive response more than 90% of the time.

So see where you can fit "because" into your copy and your call to action. (Your reason won't be dumb.)

Try some of these on for size:

"Your home it will be seen by nearly every buyer searching in our market, because ...."

"You'll never be left wondering about the status of your transaction, because ..."

"Properly staged homes sell faster and often for more money because..."

"Because I'm persistent, ..."

"60% of my business comes from referrals and past customers because..."

"Smart home buyers become pre-approved for a loan before they begin the search because..."

"Keep your home on the market during the holidays, because holiday season buyers are serious, and because your home will have less competition."

"Search for your new home during December, because you'll have less competition from other buyers."

"Call me today, because now is a fine time to find your new home!"

Comments (36)

Jill Sackler
Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY
LI South Shore Real Estate - Broker Associate

Thanks for the refresher course. I know you've said some of this before but I needed to be reminded.

Dec 06, 2012 10:53 AM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

Marte, I guess making a presentaton with a paragraph that starts 'You will want to use our New and Improved marketing because it will better expose your home to buyers' would be a home run

Dec 06, 2012 11:05 AM
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Marte~ this is very interesting and you have given us some great tips for marketing.

Dec 06, 2012 11:45 AM
John G. Johnston
John G. Johnston & Associates, LLC - Westcliffe, CO
An Exclusive Buyer's Agent ~ Westcliffe, CO

Marte  Great ideas and thanks for sharing.  We own a bed and breakfast so we never use the word "free".  Instead we say "COMPLIMENTARY".  That should work in some cases.

Dec 06, 2012 11:48 AM
John J. Woods
Big Dog Press, LLC - Winder, GA
Going where no man has gone before - wouldn't you?


   You made me feel like a new copywriter instantly because of your great, free advice...

Dec 06, 2012 12:00 PM
Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Marte, this is an interesting list - will definitely remember to use 'because' in our next copy and also may try it out in real life with the family :)


Dec 06, 2012 12:08 PM
Digital Digital
Alachua, FL
full service

Hi Marte,

This is a fantastic blog because the content is relevant and can helps us close more deals.

Book Marked!

Dec 06, 2012 12:15 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Brenda - Learning something new every day is a goal I reach for - don't always make it, but...

Jill - Did I? Could be.

Ed - sounds good to me - focus on the customer/client.

Joan - Thanks.

John - I haven't seen any research on that, but if I do, I'll report it. It means the same thing, so it should have the same effect, but who am I to say?

John, thanks for the grin.

Sharon - Yes, trying it out with the family would be fun. Just go ahead and tell them instead of waiting for "Why?" It's been a long time since my kids were small, but I do remember answering "Because I said so."

Wandanna - If my suggestions help you close more sales, it would make my day!

Dec 06, 2012 01:18 PM
Les & Sarah Oswald
Realty One Group - Eastvale, CA
Broker, Realtor and Investor

Just had to come up with a way to remember all these words, so here it is:

You are free to use new words because of instantly being a part of Active Rain!

Dec 06, 2012 02:27 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sarah and Les - I sense  kindred spirit - I come up with "mind tricks" to remind me how to spell some words.

Dec 06, 2012 02:44 PM
Lloyd Binen
Certified Realty Services - Saratoga, CA
Silicon Valley Realtor since 1976; 408-373-4411

Marte, thanks for the terrific free lesson.  In a face to face presentation I've also heard to end sentence with "the benefit to you...".  For example: "Search for your new home during December, because you'll have less competition from other buyers" so the benefit to you is you'll be able to negotiate a more advantageous puchase

Explain the benefit they get. A prominent real estate sales trainer (last name Brown) in the 80s used to train that.

Dec 06, 2012 03:04 PM
Ron Climer
Keller Williams Realty Mountain Partners - Tryon, NC

Here is a free pearl of wisdom that is new and we can start using it right now. Thanks Ron

Dec 06, 2012 07:01 PM
Olga Simoncelli
Veritas Prime, LLC dba Veritas Prime Real Estate - New Fairfield, CT
CONSULTANT, Real Estate Services & Risk Management

Agree that "because" is the most surprising word in the bunch; guess it somehow makes sense. Other words I've seen are 'best' and 'revolutionary'. The former might be easy to weave into a real estate ad, not so sure about the latter.

Dec 06, 2012 08:25 PM
Amanda Christiansen
Christiansen Group Realty (260)704-0843 - Fort Wayne, IN
Christiansen Group Realty

I wonder if I would get more sales if I offered a free garage with every purchase???  :)  Good post and thanks for sharing.  

Dec 06, 2012 10:10 PM
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Marte, great tips! Your point about using "because" makes total sense. I will start using it more. Thanks.

Dec 06, 2012 10:10 PM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Marte is a smartee...Thats all I can say...good post and thank you Marte

Dec 06, 2012 11:10 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Lloyd - Yes, it's always good to point out the benefits. That's why writers who concentrate on selling products talk more about benefits than features. No one cares that the vacuum cleaner has a fancy motor - they care that it gets the carpets clean. And then that leads to the other "hidden" benefits - so the baby won't get dirty crawling on the floor; so your mother-in-law will think you're a good housekeeper; so you can have pride; etc.

Think about all the "hidden" benefits of owning a home - especially for people who are buying luxury homes.

Thanks Ron

Olga - There are plenty more. I've seen lists that would fill a couple of pages.I guess you could get "revolutionary" into a real estate ad if you came up with some new method for getting short sales closed in 30 days :)

Christiansens - I'll bet you would!

Michael - I think I will too.

Richie - 'long as you don't call me a smart-alec.



Dec 07, 2012 12:31 AM
Gina Tufano
Ask Gina & Company with Pearson Smith Realty - Sterling, VA
Ask Gina & Company, Northern Virginia Real Estate

I like "instantly." I don't use that word enough in my marketing. Thanks for the tip!

Dec 07, 2012 03:36 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer
Gina - That's a tough one for real estate. What can you promise instantly? Maybe a special report delivered instantly by your autoresponder.
Dec 07, 2012 05:11 AM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Marte, thanks for writing this educational post.  I was unaware that those five words were the most important!

Dec 07, 2012 03:47 PM

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