Do you remember Rule #1 in writing real estate marketing copy?
I seem to harp about it every now and then. But – since it still appears to be the #1 most frequently broken rule, it seems like a good time for a reminder.
Maybe there's another rule that tops the list – like keeping the copy tight or using better verbs instead of relying on adverbs, but I really believe that this rule is the most important one in real estate self-promotional marketing.
What is it?
Never, ever, ever begin a marketing message with:
Because focusing on yourself with the first word almost guarantees that your letter will be headed to the waste basket before the reader gets past the first line. If you've sent an email, it almost guarantees a fast finger on the delete button.
If you stop and think about your own reaction to the letters and email you receive, it shouldn't be too hard to understand this cold, hard truth:
Your prospects don’t care about you. They care only about what you might do for them.
So begin your letter with a "you" centered statement or question. Then continue with more about them and their concerns.
Look at the difference between these two introductory sentences to an expired listing letter:
- "I see that your house just expired off the market unsold." (Yeah, so. What's it to you?)
"Are you wondering why your house didn't sell?" (Yes, I do wonder.)
Later on in the message you'll need to mention how your service will benefit them. But even then, keep those "I" words to a minimum. Try very hard to use a form of “you” 3 times more often than any form of “I.”
If you aren’t sure of your ratios, go to your "find" feature and count. Then if need be, go back and re-work the offending sentences to turn the focus back to your reader.
Always remember this: It isn’t about you. Ever. It is always about your prospect and the benefit he or she will gain from reading your letter and acting upon it.
If your marketing copy isn’t getting the results you want, check to see if it’s about you. If so, that’s probably the reason. Of course, that’s not the only reason why some copy is ineffective.
Here’s another reason why your copy might not be getting the results you want: You aren't addressing your prospects' concerns. And one more: You aren't spending enough time.
And of course, if you want help with that copywriting, get in touch. Helping agents succeed through the written word is what I do.
Boastful man Image courtesy of bplanet at FreeDigitalPhotos.net
Depressed agent Image courtesy of graur razvan ionut at FreeDigitalPhotos.net