Yesterday’s email contained two very strange messages for August 31… The first one shouted that I had better be getting my air conditioning unit in shape for the coming summer. Well – OK. But I don’t live in Australia. Summer is not coming – it’s going. In fact, short days and cool temperatures are telling […]
When your headline lies – you lose
Have you ever opened an email or followed a link because the title or subject link promised information you wanted? Of course you have. We all have. And have you ever been disappointed by what you found when you started reading? My guess is “Yes, you have.” Quite often, the title or subject line makes […]
Staying in touch with past clients and your sphere of influence doesn’t need to be difficult
After Thursday’s newsletter, one my favorite copywriting clients wrote to share her method… She said she has a lot of time on the road, so she makes quick phone calls – never more than a couple of minutes. She might just call to check up and make sure they still love their new house, or […]
Rule #1 in writing marketing copy – for real estate or anything else
Everything has rules, darn it, but the rules in copywriting are at least useful – and there to help you succeed. Rule #1 is to remember that it is never about you. It’s always about your prospect. For that reason, you should never, ever, ever begin a marketing message with the word “I.” Even more […]
Why are Real Estate Prospecting Letters Sold in Sets?
Why are real estate prospecting letters sold in sets? Why not just get and use one good letter? Every now and then someone writes to ask if I can provide them with one good letter to use in prospecting. The answer is “Yes, I could. But contacting your prospects just one time is a poor idea.” […]
Two Ways to Maintain a Positive Attitude
Two ways to live in a positive frame of mind… First, never replay your failures. Most of us have a tendency to go over and over and over situations that we wish had never happened. If you need to do it once so you can think about how to do it differently next time, do […]
Do your potential listing clients realize…
If you live in one of the “Hot” real estate areas, your potential listing clients might not realize … Their choice of a listing agent may be more important than ever. When they read about how fast homes are selling and about the bidding wars going on, many of those potential clients might think that […]
Your Attitude Dictates Your Success in Real Estate
Long before Rhonda Byrne wrote “The Secret” and got people all over the world talking about the Law of Attraction, great teachers were telling their followers “You get what you think about most of the time.” It was no secret, but the trick to making it work was a secret – and it remained so […]
Real estate marketing – always make it easy for your prospects
Everything we write about grammar in real estate marketing, spelling, and even page design is for the purpose of communicating easily and clearly. When you make it easy to read your words, they’ll read them. When you make it easy to understand your words, they’ll absorb your message. When you make it difficult – they’ll […]
Why using ALL CAPS is a poor idea…
In an email or on a web page, capitalized letters are characterized as SHOUTING! And well they should be. When we capitalize, bold, italicize, or underline something in a sentence, we do it for emphasis. We want people who are reading to “hear” some words with more emphasis or volume, just as if we were […]