RECR's Blog

I wrote a featured post recently about choosing your words carefully when it comes to an agent's tag line and how to make that better. As I was writing that post, I kept thinking to myself.....Well, what about all of these listing ads??  Why not write about them as well??

I see examples all the time of bad MLS photos. But, what is more prevelant to me is the incredible lack of decent COPY in these same listing ads.

See...One of the more routine activities of a Realtor's job is to write copy for the ads that are used to support your listings.  Whether those be online, print, brochures, or flyers, the goal of these ads is create a positive explanation of the property that will increase the flow of traffic to that ad from interested buyers.  And, lets face it....that is the ultimate goal in this form of advertising. 

However, it is fairly easy to fall into the grey area and start to make statements that aren't necessarily true...perhaps even blatently false...and even worse, bordering on discriminatory. 

Now, I know that no one actually intends to write copy that is discriminatory.  But, the fact of the matter is that some of the text used can be just that depending upon who is reading the ad.

Here are some of the reminders that I have compiled both from some of the listings I have seen and a list that I found in BrokerAgentPro:

1. Describe The Features Of The Property Remember to stick to the facts about the property.  Obviously, you can embellish a bit to make the language more fun, but don't blow it out of proportion.  Also, don't profile your potential buyer by focusing the ad on one specific style of buyer.  We all have some idea of what type of buyer will suit the need for the property, but isn't every financially qualified person a potential buyer? Here are some examples of what you should say:

• Condo with exercise center and pool
• Historic home with wrap-around porch
• Qualified Senior Housing
• Located On Cul-De-Sac
• Bring your Hammer and lots of ideas!
• Extensive Remodeling including windows, new floors
• Bright and Sunny living room
• Comfortable and Spacious
• Designer colors!

Avoid phrases that focus on the buyer.  Also, consider subtle little things that might be interpreted wrong by a potential buyer:

• Empty Nester's Paradise (Are kids welcome??)
• Great family neighborhood (Will singles be allowed??)
• Hispanic Community (Uhhhh...Do I need to elaborate??)
• Near Indian grocery (Is this the Indian part of town??)
• Perfect for a single guy (Is it not safe for a single female????)
• Bring your kids! (Uhhh....Sorry, but I dont have any....)
• Totally remodeled (Really???  EVERYTHING was redone????)
• New heat and AC (The entire system or just the unit itself???)
• New carpet! (Well, it was new last year...)
• Wonderful neighbors (Rock bands are fun neighbors!)
• Kept in perfect condition (Oh yeah??  Is that what the inspection report will tell me???)
• All new appliances (Does that include the water heater and the furnace?)

2. One thing that agents like to do in the ad copy is make descriptions of the neighborhood that the listing is located.  This is all well and good and adds a sense of the community, as well as the home itself.  Some good examples are:

• Gated neighborhood 
• On golf course
• Horses allowed
• Tree-lined street
• Secluded off-street location 
• Close to Shopping

Now, remember...its perfectly OK to talk about the neighborhood.  But, it is NOT OK to talk about the neighbors!  Don't use language that establishes a preference to the type of person that will fit with the local flavor.  Phrases to avoid:

• Exclusive area (Really....excluding whom???)
• Elite neighborhood (Who qualifies for this???)
• Country Club location (Are non-members allowed to buy there??)
• Surrounded by young families (So...elderly need not apply.) 
• Mature area (So, you young people...you go somewhere else.)

3. Whatever you do, do not offer up assurances about what CAN be done with the property.  Not only can adding onto the existing home be more difficult that you anticipate, but the buyer could take your statement at face value and then be very disgruntled later on.  Between permits, easements, building codes, and neighborhood opposition...who knows. Anything could stop them from being able to do what YOU said could be done.  So, avoid things like:

• Un-obstructed view of the lake (From now til when???)
• Perfect for a bed and breakfast
• Add a second story and see all of downtown
• Ready for a new master bathroom 
• Plenty of room for a pool (Of course, we have to move your sewer line and the underground gas line and the......)

4. Lastly, in the attempt to remain perfectly accurate, dont use brand names in generic ways...

• Jacuzzi tub (Umm, its says Whirlyride on the drain...)
• JennAire grill (Umm, the lid says Coleman...)

When it comes to marketing a home, the goal of the ad copy is to describe the features of the home and to attract quality buyers.  It is increasingly important to use accurate language.  But, more than that, it is vitally important that you do not violate anything within the COE or the Fair Housing laws. NEVER refer to the sex, racial origin, family status, or age of ANY potential buyers or current residents of a particular area.  And remember, if you direct your advertising to target a specific type of buyer, you are discriminating against other buyers that may be just as capable perhaps even more capable of buying the same property. And even more importantly, if you submit an offer from a potential buyer, and the offer is rejected, the buyer could feel that the rejection is a result of some form of bias against them based on the descriptions put in the ad. 

One of the best lines that I was able to find when it came to writing ad copy -- "Ignore the ambiguous meanings...Remember that YOUR REPUTATION IS AT STAKE!"

If you would like more information on Real Estate Client Referrals, please contact Clint at 800-977-7058. Or, fan us on Facebook! Or, follow Clint on Twitter!

Reblogging something from THE @HeyAmaretto (aka Diane from the Twitterqueens) because she wrote about something Im very passionate about.....

Me! :-)

Ok...not me....but using humor to help attract clients!

Well....that, and me! :-)

Enjoy!!

Let's take a quick quiz...

Name the companies that use the following tag-lines.

1. The Real Thing
2. The King of Beers
3. Mmm mmm mmm mmm good
4. Good to the last drop

Pretty simple stuff, right?

Coke is the "real" thing. (After all, Coke was first on the scene in the cola world. So, you can either have the real cola, or an imitation, right?) Let's look at Budweiser. Long has it been known that Budweiser is the "king" of beers. (It doesn't get any better than being the king. The king is the top of the heap, the head honcho, the alpha dog. Why would you associate with something that isn't the best??) Campbell's soup is "mmmm mmmm" good. Maxwell House coffee really is "good to the last drop".

Recognize the pattern yet? Did you catch what was being said?

All of these tag lines have been used by these very successful companies for years. Not because they are excellent brand references that people have literally heard for years...although that is certainly true...but because they SELL! Not only do the help sell the product, they sell the brand.

How much more effective could your advertising be if you treated your tag line -- your branding slogan, if you will -- as a sales opportunity rather than a contest to see who can come up with the cutest catch-phrase??

You can immediately improve your own tag line and achieve better results from your advertising by simply changing the words you use to words that actually mean something.  For example, what's the more effective tag line....

1. Your (honest, hard-working, professional, friendly...feel free to insert any other adjectives here) real estate expert for life.

Or...

2. Working to deliver the best results for you. Always.

I can tell you from personal experience, if I had a dollar for every time I have seen the first one on a website, business card, flyer, postcard, etc, I could retire. It is probably one of the most over-used and, forgive me for saying so, weakest tag line an agent could use.(Hey, someone has to be honest with those of you that use some form of this line...)

There are a group of words that are used in real estate advertising that just simply don't deliver the punch that the agents thinks they deliver. Here is a list of words you should avoid:

FRIENDLY -- Of course your friendly. You work in a position that requires it. I have never met a single agent ever anywhere that doesn't possess the ability to at least fake his/her way through an appointment appearing to be friendly. Go to an appoint and be an ass and see how far that gets ya...

PROFESSIONAL -- Ummm...duh. I would hope so. Why would you waste valuable advertising space promoting something that the client is already expecting to exist merely by the fact that you hold the position that you do. McDonald's food is safe to eat. Fords will help you get from point A to point B. My service is professional. See the problem??

HONEST -- (See friendly and professional)

HARD-WORKING -- I have met very few agents in this industry that are not working hard. I have met a bunch that don't work very smart, but I think all of them work hard. Do you really want to be measured by how many more hours you will spend working for them versus how many hours your competition will put in? Or, would you rather be measured by how much more effective you are at selling homes?

Pretty much any word that you can use as an adjective about yourself falls into this category including knowledgeable, reliable, trustworthy (dear Lord, please don't use this one!!) etc...

Now, by the same token, there is a group of powerful words that can be used to deliver a better message about your ability and maintain the aspects of your ability that the client is already assuming exist within you. Those are:

RESULTS -- People are buying results when they hire you. It only makes sense to promote that fact in your tag line. You are hired to sell a home. That is a result that your client wanted. Bring that to the forefront so that other clients know you can deliver those results.

DELIVER -- Delivering something is hugely important. You are bringing them something they want. I order a pizza...I don't want to go get it. I want it brought to me. Bring me something I value and I will pay you for it. Do it well, and I will tell other people.

BEST -- Being the best at anything positive will bring you results. Be the best blogger in your area, you will get clients from it. Being the best at any aspect of your job gives the ability for you to leverage this aspect and you will get new clients coming to you because of it.

YOU -- If your advertising is a message to a potential new client, why talk about yourself?? Why not talk about what they want? Using the word 'you' implies that a specific focus on the individual client and will create a connection between you as the agent and them as your customer.

GUARANTEED -- The value of a guarantee is implied by the client, not you. Offering something that is guaranteed implies that you are true to your word; you can produce a desired result and are willing to back it up. Guarantees provide that same feeling of confidence in your clients by removing doubt and potential risk.

LARGEST -- It has long been thought that there is strength in numbers. The size of an organization has typically been thought as being the 'safest' choice merely based on the size. Remember, nothing draws a crowd like a crowd. So, whatever you can say about being the largest in your market space will help you. It doesn't have to be the largest brokerage. It could be the largest internet presence, the largest service network, etc.

There are certainly more words that fall into this group, but I think you get the hint. Your tag line isn't about a catchy slogan or a cutesy jingle. It is your very first attempt at selling your client that you are the best choice for them. In order for this to work effectively, you should be talking about what THEY want from you rather than what you want to be seen as in their eyes. Talk about what the client wants...not about patting yourself on the back for possessing those same qualities they automatically assume exist merely based on the fact that you hold the position that you hold. Therefore, choose your words carefully.

Need more clients?? Real Estate Client Referrals can help you!! Fan us on Facebook; Follow Clint on Twitter; Call 800-977-7058 for more information on how we can help you make more money!

It's a new year!

Well, its almost a new year...New business plans in the works...new budgets being considered (shoestring, though they may be...). New attitude attributed to a new year.

All good things....

But, none of that will mean diddly if you continue down the same destructive path that a good portion of agents find themselves on currently.

It amazes me on a daily basis how many agents that I deal with actually set themselves up for failure by making simple, yet deadly, mistakes in their business.  Some of these mistakes seem to be so simple to overcome.  Yet, time and time again, they repeat the same thing expecting a different result.  That is the definition of insanity. 

So, in the hopes that I can in some small way help YOU avoid making these mistakes, I wanted to summarize an article I found in BrokerAgentPro that lists 5 of the things agents do that hinder their own efforts...and ways to avoid getting caught in these commission killing traps.

Getting ‘Busy Work' confused with actual ‘Work' - Many agents across the country suffer from not having a consistent game plan for their daily activities.  There are several things that you should do daily.  These include: Lead generation; Contacting prospects that are potential clients; Work and sort out the motivations of existing clients; Negotiate contracts on pending deals; Present findings to your clients.  All 5 of those things MUST be done on a daily basis to maintain a consistent level of effort on all aspects of your business.  If you are not getting any one of these done, you are attempting to build a business on a weak foundation and you will fail. 

Not working a set schedule - Lack of motivation is the biggest cause of not working a set schedule.  "I don't feel like it today."  Guess what...no one *feels* like it.  But, they do it.  Successful agents work a set schedule every day whether they ‘feel like it' or not.  That set schedule might be any time between 8am and 9pm, but its a schedule none the less.  What do you do on days you don't feel like working?  See #1 above.

"It's a numbers game" - Well, sort of.  But, no, not really.  Yes, you need to track your numbers.  Yes, those numbers are important.  But, in no way will those numbers lead you to making any money!  This is a PEOPLE game!  If you are not out helping people with or talking to people about real estate, you are doomed to fail.  Focus on what you have to offer - your talents and abilities to assist people in buying or selling a house. 

Lacking multiple lead streams - That's right.  If you do not have multiple streams of leads, you will fail.  If your only source of leads is making cold calls, asking for referrals from clients, calling expired listings, etc...You are limiting your ability to get new clients.  If you take a day off, you don't make ANY progress.  None.  What if you lose your phone for a day?  What if you lose your voice for a day?  No progress.  So, having several good lead generation sources is a must in order to keep bringing in new potential clients.  Just remember, not every lead will close.  But, every lead needs worked.  That's what you do!

"Its all about the Benjamins, baby!" - This philosophy will ultimately be your demise in real estate.  You should never put earning a commission above your ability to be of service to your client.  If you are not out there to help your clients, you will fail.  If you don't know how to help your clients, LEARN!  The ‘rules' have changed.  Make an effort to adapt to those changes and *help* your clients.  The money will follow.

Looking to add to your client base? Contact Clint at 800-977-7058 and ask about how he can help you. Or, follow him on Twitter. Dont forget to fan us on Facebook!

I admit, this post has NOTHING to do with real estate...

Car. Pool. Tunnel.

That's what the orthopedic surgeon said I had yesterday...

Well...Its actually "carpal" tunnel syndrome...a compression of the median nerve (one of the two main nerves that drive feeling in your hands) in the center of your wrist at the base of the palm of your hand that causes pain, numbness in the thumb and first two fingers, and loss of muscle mass or control at the base of the thumb.

Fun!! Joy!!

Yeah, not so much...Ive been putting up with this in both hands now for roughly 5 years now...and finally decided to do something about it.  Thus the reason for the orthopedic surgeon. (Hey, it's not a carburator. I can't fix this one by myself.)

Who am I trying to kid? I can't fix a carburator either...

Anyway...After having my initial consultation with him, here are 10 things I learned about carpal tunnel syndrome that I didn't know before....

1. In order to determine if you have carpal tunnel syndrome, you have to go through a "nerve conduction test".

2. "Nerve conduction test" is a medical term used specifically to hide the fact that they are going to shock the living crap out of your hand not once, not twice....but roughly 20 times PER NERVE (Remember, there is two per my previous statement above)! And, this is on both hands!!

3. Now I know why Frankenstein was so pissed all the time.

4. Faking a heart attack while getting electrocuted a nerve conduction test will cause a medical office to go into full-blown panic mode. For real!

5. My orthopedic surgeon's office staff does not have a sense of humor.

6. Nerve conduction test data is sent via computer to Harvard Medical....Yes, THE Harvard Medical. It takes less time to get the results back from Harvard Medical than it does to do the actual test. So, when the doctor comes in with the results, your fingernails are still smoking just a bit.

7. When an orthopedic surgeon uses the phrase, "...one of the worst cases I have ever seen...", you know you are about to finance something really expensive he has on his Christmas list.

8. You can not do a carpal tunnel surgery on both hands at the same time unless you have some REALLY close personal friends that are willing to do ANYTHING for you. And, I do mean ANYTHING!

9. Opting to do this one hand at a time has given me the ability to say that my wife is incredibly grateful about my decision. (In case you didn't get those last two jokes...We have a 19 month old. She already has one butt she has to wipe during the day. Yeah...now you get it.)

10. "Hand-to-Shoulder" syndrome isn't the same thing as the rubber arm you get when you fall asleep on your arm wrong and cut of the circulation only to realize it when you roll over and try to shut off your alarm clock but your arm is roughly as responsive as a flesh baseball bat. Yeah, it's NOT that.

Comedy aside, carpal tunnel syndrome sucks. It causes pain and numbness, loss of grip, even loss of muscle mass in your hands. And, if left untreated, it can cause permanent damage including loss of feeling, loss of muscle mass or specific movement, even complete breakdowns in moder skill. (How important is typing to you???) From one lucky recipent to another, if this is you, get it checked out.

Oh yeah, if you're curious..."Hand-To-Shoulder" syndrome is a side effect of SEVERE carpal tunnel syndrome. It is a pain transferance from the crushed nerve in the wrist and manifests as stabbing pain in the center of your shoulder joint. Yes, it hurts. No, pain pills dont help. Trust me on this one. I should have stock in Advil.

You will probably hear more about this episodic adventure as my journey continues......

Believe it or not, the human nose can detect and clarify about 10,000 smells.  That's right....10,000!  We know that the power of smell is one of the strongest senses we, as humans, posess.  And recent studies have shown that scent is the strongest of our 5 senses that is tied directly to memory. 

In my parent's house, for example, my mother always made fresh peach pies in the late summer.  To this day, I can smell a peach pie from a mile away and instantly Im transported to my mom's kitchen as a 7yr old boy in my swimsuit pacing around the table hoping to get a shot at sticking my finger into the peach filling while my mom wasn't looking.  (I got caught every time).

Retailers have been using smells to get people to buy their goods with thousands of scents for literally thousands of years.  Scents, as a whole, have a power of their own and, depending on the scent, can even have a profound effect on the very psychology of a person.

It is the same when showing a home!  Strong smells like cat oders (pet orders in general, really.  I just pick on cats because it is the most obvious example of a gross smell that everyone can relate to) or even cooking smells (burnt oil, grease, hard fish smells) can send buyers away faster than any screwed up floor plan or poor staging effort.  In fact, you can stage a home perfectly, and have the perfect floor plan, but if the house smells like 50 cats used it for a latrine, you may as well burn it down where it sits because it will probably never sell.

If you are showing a contemporary condo or loft in a hip, upscale urban setting where young singles and urbanistas are buying, you would want your clients to be highly attentive and excited.  Putting out scents of rosemary, peppermint or grapefruit will help them make decisions more quickly as these scents improve alertness and stimulation.

If you are showing an older home in the suburbs with numerous rooms and a ‘creative' floor plan, you may want them to feel more calm and relaxed.  Lavender is the perfect scent for this.  Mixed with citrus smells, you will have a calm, yet mentally alert client that can make calm, rational decisions.

Aside from those, here is a list of scents and their reactions to human behavior:

Chamomile - Calming and soothing; eases anger and anxiety.
Clary Sage - Relaxing; euphoric; eases anxiety, tension, and stress.
Eucalyptus - Fresh, cooling, and invigorating; promotes alertness.
Jasmine - Alleviates anxiety and depression.
Lavender - Calming.
Lemon - Refreshing and energizing; eases tension, heightens mental clarity.
Mandarin - Relaxing and calming; relieves insomnia.
Orange blossom - Relieves stress, anxiety and insomnia.
Peppermint - Refreshing and stimulating; increases alertness.
Rosemary - Promotes mental clarity and alertness.
Sandalwood - A warm, sensual aroma that creates seductive and euphoric moods.

This is just a small sample, obviously.  But, this sample includes the top scents used by retailers to stimulate buyers.  Since you are also assisting buyers, using similar techniques will help move properties faster and put your buyers in the ‘right frame of mind'.

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