Marketing your real estate services - first choose your audience

Services for Real Estate Pros with Marte Cliff Copywriting

You need to market your services – have you chosen your audience?

Today, informed buyers and sellers are choosy. They don’t want just any agent – they want one who knows how to help them in their specific quest to buy or sell.

And not every buyer and seller is the same. A first time buyer has different needs than an affluent buyer choose your target clientlooking to move up. A divorcing couple has different needs than an estate executor wanting to sell a house in probate or a member of the military who is being reassigned.

And then there’s you. You also have different wants and interests than some other agent. You might really enjoy helping first time buyers, divorcing couples, or seniors who are relocating, while the agent next to you is only interested in selling waterfront homes – or horse properties – or homes on golf courses.

Your marketing should be designed to attract the clients you most enjoy working with. After all – this is what you do every day.

Your task then, is to promote yourself in a manner that makes your most desired prospects think “That’s the agent I need.”

This is a 5-step process:

  • Step #1 is to decide which clients you want most.
  • Step #2 is to determine what is important to them.
  • Step #3 is to decide which of your skills, talents, and personality traits to share in order to show that you offer what they want most.
  • Step #4 is to put that information in writing or in a video, or both.
  • Step #5 is to get it in front of them.

Are you following these steps, or are you just throwing some information out there and hoping someone will see it and choose you?

We hear a lot about the evils of profiling, but that is exactly what you need to be doing in order to appeal to the clients you want. It has nothing to do with age, gender, familial status, race, or religion, and everything to do with hopes, dreams, worries, fears, and expectations.

All sellers want to get the highest dollar for their homes and all buyers want to buy the best for the least. They want to know that you have the skills and you’ll work hard to help them reach those goals.

But there’s much more to it than that, because buying or selling a home is an emotional transaction as well as a financial one. You need to create trust on both levels.

Whether you've chosen a territory or a niche...

If you’ve chosen to develop a geographic territory, you’ll need to demonstrate that you know that territory inside out. You’ll also need to understand the people. While some areas are a mix of young and old, some are populated primarily by people in a specific age group, and most do have a general income level, as evidenced by the average value of the homes.

  • What concerns the buyers who might want to reside in that area? Is it schools, safety, or proximityAsk yourself these questions to shopping, health care, or work?
  • What concerns the sellers? Is it privacy, security, or something else?

If you’ve chosen a property-specific niche, such as waterfront properties, historic homes, or condominiums, you’ll need to demonstrate your knowledge of all the rules and regulations affecting those homes.

You’ll also need to develop insight into the people who occupy or want to occupy those homes. What are their interests and passions? What are their worries? What do they want most from their agent?

If you’ve chosen a situational niche, such as senior relocation, probate, divorce, or financial distress, or even first time buyers, you’ll need to demonstrate your understanding and empathy for people in that situation. You might need to stress your patience along with your professional expertise.

In all cases, your knowledge, your expertise, your understanding, and your obvious caring are what will  will show that you are a trustworthy guide.

Take time to think about your perfect clients – the ones you want most to serve.

Create a profile of one buyer or seller to use as a representative of your target audience.

Describe that person (or couple) in writing – age, income, occupation, marital status, family makeup young woman washing car(including kids, pets, parents) health status, hobbies, dreams, desires, goals, worries, and fears. This might be a past client or a compilation of several.

Find a face in a magazine or on line and include that face with your description. Give him or her a name.

(This, by the way, is a tried and true practice in writing direct marketing materials for everything from financial newsletters, to dog kennels, to exercise machines.)

THEN create your marketing materials.

When you begin to write, whether it’s a blog post, an email, a print ad, a brochure, a property description, or a prospecting letter, write to that person. Direct your marketing toward him or her by emphasizing the knowledge, the expertise, and the personality traits that will be most appealing to that one person. When you write a property description, focus on the benefits and features that will most appeal to your target client.

Imagine him or her reading it (or watching it if you’re doing video) and imagine the reaction. Is this what that person wants to know, or will he or she think “So what?”

My real estate prospecting letters are a good start, because they’re written to appeal to people in a variety of different situations.

They can be used effectively just as they are, but you can make them even better by personalizing them with a sentence or two about your experience relative to the type of buyer, seller, or property.

choice Image courtesy of jesadaphorn at
Woman washing car Image courtesy of Witthaya Phonsawat at



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Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Good one Marte- Too often when marketing we try to cast a huge net and see what fills it up if anything.

Apr 12, 2019 08:21 PM #1
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Marte. This is a must read for every new agent and those agents who need to rethink their direction. Thanks! Enjoy your day!

Apr 13, 2019 05:28 AM #2
Adam Feinberg
NYC Condo, Co-op, and Townhouse specialist

I just past my 3 year anniversary in this business- and I had a plan from Day 1. The plan was neighborhood specific - which requires expertise in property types most don't understand well (including many agents selling these properties).

I think the best agents really understand what their interests and strengths are and focus on that. It goes beyond client type- but that is a large chunk of the equation.

Apr 13, 2019 10:24 AM #3
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Kathy Streib We see it all the time, and the truth is, not everyone is a good fit as potential client.

Thanks Wayne Martin I can see new agents not knowing what direction they should take at first, but they need to figure it out sooner rather than later.

Apr 13, 2019 10:51 AM #4
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Adam Feinberg Good for you! You started out with a wise plan. Too many new agents try to be all things to all people because they are afraid of missing out.

Apr 13, 2019 10:52 AM #5
Matthew Klinowski, PA
Downing-Frye - Naples, FL
Golf Community Real Estate Specialist

Good evening Marte, great post! Find a niche and target your marketing to set yourself apart from other agents.

Apr 13, 2019 06:02 PM #6
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good evening Marte Cliff ,

Another well deserved featured post! You can't be all things to to all people make a decision on who you want to work with and market to them! Sage advice!!

Apr 13, 2019 06:52 PM #7
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Excellent 5 step process Marte!!  Thank you very much.  


Apr 14, 2019 04:35 AM #8
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

The property narrative, imagery, video, all the helpful links to tell the story better be with the target, the other end of the signal in mind. Otherwise, the phone won't ring continuously, the email server stays stone cold and responseless Marte Cliff . Always enjoy your posts and learn something! Thank you!

Apr 14, 2019 05:37 AM #10
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

What a thoughtful post.  We can't be all things to all people and there are many benefits to identifying our niche.

Apr 14, 2019 07:58 AM #11
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Matthew Klinowski, PA I believe that. If you try to appeal to everyone, you appeal to no one.

Dorie Dillard CRS GRI ABR The bonus is that you get to work with people and properties you enjoy most.

Apr 14, 2019 07:59 AM #12
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

John Henry Thank you - and thanks for reading my posts.

They all work together, don't they Andrew Mooers | 207.532.6573.

Shirley Coomer Yes there are. I wish we could convince all new agents of those benefits.

Apr 14, 2019 08:02 AM #13
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

You are such a pro at blogging!  Always enjoy them.  I agree--different copy for different audiences, customize!

Apr 14, 2019 02:24 PM #14
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Mary Hutchison, SRES, ABR - I appreciate the compliment, even though I don't consider myself a pro.

Apr 14, 2019 03:30 PM #15
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

There should be no such thing as a cookie cutter marketing plan !

Apr 14, 2019 06:17 PM #16
Diane Lombardino
Keller Williams Realty of Jupiter - Palm Beach Gardens, FL

Great information! Thank you!

Apr 15, 2019 05:42 PM #17
Adam R. Cohn
We actually get mortgages closed FAST!

Great blog. Glad you shared it to the AR community.

Apr 15, 2019 07:34 PM #18
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Sally K. & David L. Hanson - Maybe when we get cookie cutter people we can have cookie cutter marketing plans!

Thanks for stopping by, Diane Lombardino and Adam R. Cohn.


Apr 15, 2019 07:52 PM #19
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