Are You Embarrassed to Admit that you Need a Copywriter?

Services for Real Estate Pros with Marte Cliff Copywriting

If so, you aren’t alone.

My own best friend is a prime example. Every time she calls me for help with a letter she's writing, she apologizes for needing help. She, like many others, seems to think that since she’s an intelligent person, she should be able to write great copy.

Why? She’s brilliant at accounting, and I’m not at all embarrassed to admit I need her help figuring out embarrased mandebits and credits. I’m also not embarrassed to hire a mechanic to repair my car or a professional to solve my computer glitches. I didn’t study those things and have no talent for them.

So what?

Unfortunately, too many people who think they “should” be able to write go ahead and do it. They write their own sales letters and ad copy – with results that are often detrimental to their success. A poorly written letter can be worse than no letter at all.

Real estate professionals often have a second problem: time.

In addition to thinking they should be able to write, some people suffer from thinking that they should be able to write a good letter on the first draft, or turn out a winning ad in 15 minutes — and they should be able to do it in between other tasks that have their minds spinning seven different directions.

When they’re running from one appointment to the next and trying to take care of client details in between, that might be all the time they have to devote to the task, and therein lies the problem.

I well remember my secretary hollering that the person from Homes magazine would be there in a fifteen minutes to pick up ad copy - "So get something written!" It always got written, but it wasn't good.

The truth is good copywriting takes time and plenty of thought. After that it takes proofreading. Depending upon the subject matter, one simple sales letter could take all day to write and refine.

One postcard could take several hours. In fact, sometimes the shortest copy can take the most time, because each word is so important. Copywriters spend a lot of time considering words and their impact and trying to choose exactly the right ones to evoke the desired emotions in their readers.

If you’ve been writing your own copy and not getting the results you want, hire copywriter. Do the job you do best — such as selling homes, staying in touch with people, and tending to all the details involved in a closing — and let a professional write the copy that will bring you more customers.

You may have a friend or someone in your family who would be glad to either write or edit/revise what you write. If not, I can help you - as can other real estate copywriters.

Quit feeling guilty because you’re not a professional copywriter, web designer, auto mechanic, hairdresser, or accountant. Instead, keep on being the best expert you can be in your own field and be thankful that you don’t have to do everyone else’s job in addition to your own.

By the way, that thankfulness is a good trait to practice!

Graphic courtesy of Master isolated images


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Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

Thanks for posting this. Many of us are always behind the eight ball tryin to do it all! You show us that it is okay if we don't.

Jan 15, 2017 03:20 PM #1
Karen Hellier
Freelance Writer - Big Canoe, GA
Freelance Writer for Professionals, North Georgia

Great post Marte Cliff. I had never thought about it in those terms. We can't all be good at everything now can we?! 

Jan 15, 2017 05:08 PM #2
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Marte what a great point about feeling embarrassed, some of us could use Blogging help too:)))Endre

Jan 15, 2017 05:43 PM #3
Susan Haughton
Long and Foster REALTORS (703) 470-4545 - Alexandria, VA
Susan & Mindy Team...Honesty. Integrity. Results.

You make so many excellent points, although I couldn't help but think about folks who also think they can sell their own home with no problems.  Some can, some can't, but we cannot be masters of every single thing. 

Jan 15, 2017 06:38 PM #4
William Feela
Realtor, Whispering Pines Realty 651-674-5999 No.

Great points and I have never been afraid to say I don't know how to write properly

Jan 15, 2017 07:08 PM #5
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

It makes sense to delegate the tasks we don't do well, and copy writing is a good example.  Thanks Marte for the common sense reassurance that it's okay. 

Jan 16, 2017 07:40 AM #6
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-755-2905

`Marte, alleviating guilt on this is the first step to allowing an expert to help...such a great point you made. I just had to do this the other day with my IT guy, and there are times when it sounds like another language. It's taken a long time for me to be "okay" with the fact that there are programs, changes etc. on a computer that I simply am too afraid to do for fear of screwing it up so badly that I will never get it back! However, it's been long enough that when he goes into IT language to explain my latest problem, I actually now understand him. But, I do say, "Thank God for you!!" on a regular basis. 

And another point you make: proofreading is JUST as important as the content you write. An objective eye can see a missing verb or wrong tense,; "the" or "a" that is missing, maybe verbiage that just doesn't flow. My husband is a brilliant writer but he can't spell very well at times. He will also exchange homonyms for the wrong ones, so I edit his work. 


Jan 19, 2017 09:25 AM #7
Nina Hollander
Coldwell Banker Residential Brokerage | Charlotte, NC - Charlotte, NC
Your Charlotte/Ballantyne/Waxhaw/Fort Mill Realtor

Great points, Marte... we, as real estate agents, can't be great at everything and all things to all people. For example, I'm a terrible photographer and hate being behind a camera... I don't apologize for using a professional.

Jan 21, 2017 06:00 AM #8
Debbie Reynolds
Platinum Properties - Clarksville, TN
Your Dedicated Clarksville TN Real Estate Agent

Two of my children are professional writers and one is a copywriter, writing national ads for major corporations. I was looking at some of her work last night and loved her approach. It was so fresh. Hiring it done can be a very smart move.

Jan 22, 2017 12:59 PM #9
Patricia Kennedy
RLAH Real Estate - Washington, DC
Home in the Capital

Hi, Marte!  I included this one in today's Last Week's Favorites.  And I so agree!

Jan 23, 2017 03:52 PM #10
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Hi Marte Cliff ,

I'm so glad that Patricia Kennedy posted this even if it was a day late! I missed your post. Great common sense advice. I try and do what I do best (like list and sell homes) and hire the rest.

Jan 23, 2017 05:30 PM #11
Nick & Trudy Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtors, Philly Main Line

Glad I caught this from Patricia Kennedy's post, good points and worth remembering the shorter the post the more time one needs to spend on it.

Jan 23, 2017 06:56 PM #12
Praful Thakkar
LAER Realty Partners - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Marte Cliff - we all are born with certain skill-set. We have to work on our strengths and not weaknesses.

I admit - I am not an avid blogger - I just scribble down some words here and there...

Jan 23, 2017 10:30 PM #13
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Anyone can write but writing thoughtful, well laid out and motivating copy is indeed a learned and practiced skill.  

Jan 24, 2017 06:11 AM #14
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Marte Cliff, my son is a writer and I don't even ask him to help, it makes sense to hire professionals for tasks we're not really that good at.

Jan 24, 2017 06:43 AM #15
Raj Banerjee Walkable Living
Weichert Realtors - Jersey City, NJ
Real Estate Pro. Jersey Girl. Made in India.

perfectly said!

Jan 24, 2017 02:36 PM #16
Paul S. Henderson, REALTOR®,CRS,
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

If it wasn't for ActiveRain I would have never found you Marte Cliff. Rather than being embarrassed I often praise you. It's proactive to use your services... 

Feb 04, 2017 01:58 PM #17
Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

Great post! I can see why Pat chose to high light it this week!

Feb 05, 2017 07:59 AM #18
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