Google+

Archive for Copywriting

Copywriting: Sell Real Estate With Your Words

Copywriting - Sell Real Estate Your Words

Realtors® are often very focused on having great images in their marketing. They want the best pictures of the home and neighborhood to share on postcards, social media, and more.

There’s a good reason for that! Pictures tell a lot of the story when it comes to real estate marketing. As they say, “A picture is worth 1,000 words.”

But I’m going to create a new adage: “A picture with the right words is worth a million bucks.”

Let me explain.

What Words Do in Real Estate Marketing

Why do we use words at all in real estate marketing? We do it because the picture alone isn’t enough. It doesn’t tell the whole story.

Pictures alone allow the viewer to draw their own conclusions. They may decide a bedroom is too small, without knowing how big it really is. They may decide a kitchen doesn’t look new when in reality it’s recently been remodeled.

Words also help answer questions. What is the neighborhood like? How does the layout feel? What kind of life can you live in this home? What brand is the furnace, and how new is it?

Most importantly, though:

Words tell a story that creates emotion.

Buying decisions are made based on emotions and then rationalized with logic. With great copywriting, you can help a buyer fall in love with a house, and then fill them in with the details to help them justify buying it.

How to Create Emotions with Words

There are a lot of ways to create feelings with words, but many Realtors® don’t take the time to do so. Unfortunately, many agents have a “Just the facts, ma’am” approach to copywriting.

If you could take 30 more minutes to craft your message, and sell your listing significantly faster for a much higher price, would you do it?

I hope so!

Tell a Story

Stories are incredible at creating emotions. When you tell a story, people set aside some of their biases, concerns, and fears. Great storytellers can create a broad range of emotions in a short time – we see this in good movies, good books, and even good news stories.

You want to do the same thing. Tell a story that allows the buyer to imagine themselves living in the home. Talk about what they might do there on a Saturday. If it’s a family-oriented home, talk about their children enjoying the neighborhood and schools.

Tell a story that makes the buyer feel comfortable, happy, and fulfilled. When you connect that story with owning the home, you’ll have created a powerful emotional draw.

Use High-Emotion Words

Decide what emotions you want to elicit from the buyer. This will differ depending on where you’re advertising.

If you are advertising on social media or through the mail, you need them to respond. So work on creating curiosity and urgency.

  • Have You Heard
  • Insider
  • Off-the-record
  • Missing Out
  • Left Behind

If they are on your website, focus on happiness, comfort, and fulfillment.

  • Lifetime
  • Completely
  • Peaceful
  • Cheerful
  • Heartfelt

As you are showing the home, work on creating feelings of safety and satisfaction with choosing this home to make an offer on.

  • Certified
  • Protected
  • Official
  • Long-term
  • Durable

You can find comprehensive lists of words that help create these emotions – I’ve provided just a few to get you started.

Are You Ready to Sell?

When you combine great pictures with exactly the right words, the results really are worth a million bucks. When you prepare your listing, tell stories and use the right kinds of words. You’ll be amazed how much your sales will improve.

If you’re ready to get a new set of Just Listed or Just Sold postcards out the door with the perfect combination of images and words, we’d love to help. Contact us today!

Does Your Marketing Convert? It’s in the Words…

Sales Words for Real Estate

Putting a lot of effort into farming, email marketing, and social media is an important part of lead generation. You want to attract attention, get leads, and convert those leads into sales. However, many Realtors® get lost when it comes to exactly what to say.

You want to spin words that are convincing, educational, helpful, and build relationships with your prospects. You want them to trust you and reach out to you when it’s time to buy or sell. But how do you actually do that other than hiring a professional copywriter? Here are three keys to help your marketing convert.

Play to Emotions

Everyone likes to think their decisions are rational, but they really aren’t at all. Generally, humans make decisions based on emotion, and then justify that decision using reason. As a result, marketing that reaches to the emotional level is the marketing that will convert.

Make a list for yourself of the common emotions that homebuyers face. Make a separate list of the emotions home sellers face. Some ideas include fear, uncertainty, the desire to make the right investment, the desire to have a great-looking home, wanting to show off to friends or family, the desire to sell quickly, and greed (to buy or sell at maximum benefit to themselves).

Some emotions will be on both lists, but you will have better results if you divide one client type from another. As a Realtor®, you’ll have a number of messages – some should target specifically sellers, and others specifically buyers. Once you have your emotion lists, craft your farming, email, and social media outreaches to touch those emotions and position yourself as the way to achieving success.

Invite Rather Than Sell

Everyone likes to buy, but everyone hates to be sold. Rather than trying to pitch yourself with a hard sell through your marketing, try this: invite the prospect to join you on the journey to fulfilling their emotional desires (see above). Position yourself as the one that can show them how to feel secure, calm, wealthy, or successful. Invite them to join you.

When your copywriting does this, you’ll avoid a lot of the defensiveness that prospects have toward Realtors®. You’ll be talking about their needs instead of yours. And when you do a great job showing them that working with you is the best way for their emotional desires to be met, they won’t fight you on commission. You’re competing on a whole different level than price.

When you position your marketing as an invitation, you’ll also get prospects who are more serious. When you badger someone, or make them feel guilty, or engage in a hard sell, some people will say yes simply because they can’t say no. These are not the clients you want. You are looking for engaged, motivated clients – when you issue an invitation, those who say yes are the ones ready to get started today.

Use a Call to Action EVERY Time

Once a prospect has read your piece, what should they do next? If you don’t tell them, they’ll likely just throw your postcard or email away and move on with their lives. Instead, make sure to include a call to action every time. This means inviting them to take action on what they’ve read – either to read more, comment, share, or contact you.

Keep in mind that not every call to action will be to a sale! Many times you’re nurturing your prospects along, and you just need them to interact with you in some way. Have them reply to the email, leave a comment, or share something with their Facebook friends. Invite them to visit your website or enter a drawing or contest. These are all legitimate calls to action.

Of course, there are plenty of times when you should invite them for a sale. In that case, be sure to include urgency. “Contact me today – this home will sell quickly!” or “Let’s talk today to get your home sold now!” You’ll know your clients and their trigger words better than I do, of course, but these are examples. The basic principle is, use a call to action EVERY time, whether a sale or not. Always keep your prospects engaged with you.

You don’t have to be a professional copywriter to sell homes, but understanding the basics of why certain words and phrases sell is essential to your business. Draw on people’s emotions, invite them to work with you, and use a call to action every time. Your conversions will increase and you’ll get much more bang for your marketing buck.

If you need help crafting perfect marketing materials, Printerbees is always here to help. Let me know what I can do for you!