Sometimes, writing real estate web copy, prospecting letters, or personal brochures for real estate agents is a mammoth chore!
You see, I encourage every agent I work with to get out of the "me too" mold and let their prospects know why their service is special. And that's where it gets difficult, because many agents have no idea. They operate under the mistaken idea that there is no difference between them and all the other agents.
I've even had them tell me "I don't do anything any different than anyone else does."
I suppose there are some agents like that, but they aren't the ones who are trying to build their businesses by hiring a copywriter to help. They're the ones sitting at their desks playing computer games all day. I'm not talking about that bunch, because they won't be in the business long enough to consider.
I'm talking about agents who are out there doing their best each day, working to build a solid business that might eventually be run almost completely from referrals. You know, like the kind of agents who hang out on Active Rain!
A whole lot of them haven't taken the time to take a good look at their service and compare it to the service offered by their competitors. And since they haven't practiced thinking about it, sometimes getting them to see it and admit to it is like pulling teeth with a tweezers! It takes a lot of conversation and questions before they suddenly come to that "ah-ha" moment.
If you aren't sure why you're special, start by looking at the comments your happy clients and customers have made. When they compliment you on something it usually means it was more than they expected. For instance, listing clients used to regulary comment and thank me for staying in touch from the time of listing clear through closing. Buyers also mentioned that.
Why? Because agents they'd used before didn't do it.
After that, think about the part of your job you love the most. When are you having fun at work? When are you most enjoying your contact with the public? At that point you're probably doing something special.
One agent told me she works extra hard to help first time buyers because she gets such joy from handing them the keys to their first home. Gee, do you think the service she gives them is a bit above average?
When you know why you're special, writing your promotional materials will become much easier - whether you're hiring a real estate copywriter or writing your own copy.
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