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Marte Cliff
writer@marte-cliff.com
How can I help
your real estate career?
With Real Estate Marketing Matrials like:
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HOME
Are your business cards in your pocket?
Sell land ...
and stay out of court!
Selling raw land offers challenges that home sales do not. One little slip and you and your seller could spend months talking to lawyers and sitting in court rooms.
You could lose days, weeks, or months of valuable selling time, not to mention the huge sums of money at risk.
It could end up costing you far more than the commission you earned.
Don't take that chance!
Get your own copy of the The Land Buyers Guidebook today and learn how to protect yourself and your clients.
This e-book was originally written for consumers, so encourage all your customers to read it too!
Which would you rather see:
3 br. 2 ba Rancher, deck, 5A
or
Deck overlooks the valley, private 5 acre 3 bedroom retreat.
Establish your expertise
by becoming a specialist
in your chosen niche!
People love to be "in the know," so when you send "Just Listed" cards you're doing them a favor.
AND the cards might just find you the buyer you're looking for or your next great listing!
Contact me for:
Newsletters
Print Ads
News Articles
Press Releases
Direct Mail Packages
Copy for Real Estate
Web Copy
Copywriting Samples
Copywriting Client List
About Me
Why Use a Copywriter?
HOME
The only reason anyone will read your letters or your ads is to see "What's in it for me?"
Let them know quickly that there IS something in it for them!
Do you get annoyed when someone misspells your name?
Does it make you cranky when they call and ask for you by your first name, pretending to be good buddies?
My own pet peeve is sales letters addressed to Mr. Marte Cliff, even though I sometimes feel stumped when writing to a Kelly, a Jamie, a Terry, or any other name that isn't instantly gender specific.
Lucky for us, web pages can sometimes solve that mystery.
Some people, especially senior citizens, are offended when strangers address them by their first names. Keep that in mind when sending prospecting letters.
Your letter could end up in the round file before they read the first line!
The little extras you do for people who aren't ready to buy or sell serve two purposes:
They'll make you feel good, and
they'll probably earn you a future client or customer.
Become the expert in your chosen niche.
Learn how when you read "Getting Clients."
Click here to see what it can do for you!
I once worked with an agent whose motto was "I sell dreams."
I think that's what all Realtors need to sell.
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The e-zine Archives, Part 2
New to Real Estate Help?
Accidentally delete information you wanted to save?
Go Back to the Index
Why are You Special?
A Rant from the Real Estate Buyer's Side
How to Write a Classified Ad
Give Thanks and Get Busy!
The Marketing Plan I Promised
How To Stay in Touch With Customers at Holiday Time
Why are you Special?
Dear Friend,
Today is a good time to think about advertising again, but this time instead of thinking about advertising your listings,
let's think about promoting YOU.
Since you're one of about one million Realtors working in the
U.S. today, you won't have much of a career if you sit back
and wait until customers and clients stumble over you.
You're going to have to pull them in yourself!.
The first step is to consider why you are special.
Think about all you do for your customers and clients. You
may very well offer something that others don't.
For instance:
- You may speak a second language.
- You might offer an airport pick-up service
- Maybe you supply your clients with photo t-shirts that
advertise their listing.
- Perhaps you offer extensive virtual tours
- You might even offer advice for solving some of your
clients' pressing problems - like getting their
property clean and ready for sale.
I came across a great web site that offers the solution for
houses that reek of cat odor. Since buyers usually back out
faster than they walked in when that overpowering smell hits
their noses, I thought you and your clients might like the
information. You might even get a copy for yourself so you
can give good advice when you take a smelly listing!
Check out: http://rescuegal.stopcatu1.hop.clickbank.net
Does every other agent in your market do all of the same things?
And if they do, do they do those things as well as you?
The answer is probably no. A lot of agents are trying to
skim by with doing as little as possible. I know that's not
you, because if you weren't trying to make a better living
and a better life for yourself you wouldn't be reading this.
If you're practicing last week's ad writing tips, you know
you're doing an above average job of promoting your clients
listings. Exceptional advertising is a great place to start.
What else? Begin by making a list of the services you perform.
Make one for your buyers and one for your sellers. While
you're at it, think about which of those tasks is the most fun.
Other agents used to groan and roll their eyes when I said I
enjoyed doing a market analysis. Most people don't, but I
like playing with numbers, so I thought it was fun. I expect
that made me do a better than average job. Wouldn't you
agree?
You might love research... digging into County records to find
all you can learn about your new listing... or about another
agent's listing that your customer wants to buy.
You might love learning all about neighborhoods so you can
give potential buyers a complete rundown on services and
recreational opportunities available.
Certain tasks are required with the job, but your customers
might not know that. The market analysis might fall into that
category. What else?
Look at how your competitiors are advertising. What do they
stress?
Probably nothing at all! Most Realtors merely say "I'm here,"
without giving a customer a single reason why they should be
chosen over any other agent.
That means you can advertise a service that everyone gives and
still look like you're the only one offering it!
Copyriting legend tells the story of how one writer took a
faltering beer brewing company to the #1 position in the U.S.
merely by explaining the brewing process. It was exactly
the same brewing process that everyone used, but no one
else had mentioned it. While he didn't say it, the public
assumed that this company was the only one to use quality
materials and exacting methods such as he described.
When their sales started to skyrocket the other brewers
wanted to let the public know that they used the same methods,
but knew they would look silly if they started shouting
"Me too!"
So here's your "assignment" for this week: First think about
what you do that might be considered an extra service. Then
think about what everyone does that you do exceptionally well
and your competitors aren't mentioning.
Next, decide how you can work that in to your personal
advertising.
Until next week, I wish you success!
Marte
P.S. If you don't want to write your own advertising, call
me for an estimate on sales letters, brochures, press releases
and web copy. 208-448-1479 or writer@marte-cliff.com
Marte Cliff
writer@marte-cliff.com
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People don't care how much you know
until they know how much you care...
A Rant from the Real Estate Buyer's Side
November 7, 2006
Dear Friend,
First, an apology for being late this week. I changed my internet service from super-slow dial-up to super-unreliable satellite. Sigh.
I've been happy being able to actually view videos and move from page to page without waiting for 5 minutes, but since the rain and wind started, my connection is gone about half the time.
Every time I sat down to write you, it left before I finished.
But, I shouldn't whine. My house is not being flooded, nor is mud sliding down a hill to take it away. Some people have bigger troubles than a missing internet connection.
Right now this is working, so I'm hurrying to write you before it goes away. Then I guess I'll have to break down and get the dial-up back, because winter has only just begun.
So - my rant for the day.
You've seen me rant before about lack of service from real estate agents, and I have to do it again, because what happened yesterday is a classic case.
My son is looking for just the right place. Granted, he's not the perfect customer because he doesn't have to buy until he sees something he really wants. He has no time pressure.
On the other hand, he is the perfect customer because he has good credit, a good job, and a little money in the bank. He has no trouble getting financing. Plus - he not only wants a house to live in, he wants more rental properties.
That said, you'd think agents would be hounding him to get his business. Not so. Of course, on second thought, how would these agents know anything about him at all? Of the dozen or so he's contacted, none has taken the time to find out.
Here's what happened this time: He saw an ad in the local paper for a property that sounded interesting, so we looked it up on a website. It still looked interesting , so I e-mailed the agent. She wrote back that a previous offer had fallen through, they'd had several since, but the sellers weren't budging on the price. Note: No offer to show the house.
I wrote back asking if she could show it on short notice. He won't know for sure until Friday morning if he'll have the week-end off.
The reply: She told me to go ahead and have a look, and call her if he's interested.
Did you get that? She didn't offer to show the house at all!
My mind is still sputtering. Why on earth would an agent send a customer to look at her listing without her?
She has eliminated any chance to point out features or benefits the customer might miss. She has eliminated any chance to talk and learn more about exactly what that customer wants - just in case this house isn't it. She has eliminated any chance to take him back to the office to write an offer.
In short - she shot herself in the foot. If he does decide to make an offer, he could well choose some other agent to write it.
So why am I ranting about this to you?
Because I promised to show you how things look from the other side of the desk. And because this monumental mistake is one you can and must avoid if you plan to enjoy a successful career.
Most of the time, if a customer calls to inquire about a property for sale it is because they want to buy something. I'll admit that sometimes they're just curious, calling for a friend, etc. But most of the time they're looking for something.
If there's no time pressure that does't make them a cold prospect. It makes them a warm prospect. That means you should do all in your power to hang on to them until they become a hot prospect.
What can you do?
Well, first, show up! I sure wouldn't think anyone would need to be told that first step, but obviously the agent I contacted needs to be told.
Next, take the time to talk to that customer. One of the rules of copywriting is to know the prospect - find out what makes him or her tick. Learn their worries, fears, concerns, and dreams. In real estate you also need to learn their preferences.
As you go through a house or walk the land, pay attention to what grabs your prospect. Was it the huge rock fireplace? Was it picture windows that let the sun pour in? Perhaps the layout of the kitchen or the super size bathtub made them pause. Were they drawn to a rustic look, or does sleek and modern excite them?
What made them choose against each house? Were the rooms too small? Were the neighbors too close? Is there too much traffic noise?
Was the land flat when they prefer a few hills? Were there too many or too few trees?
Pay attention, make notes, and follow up!
You should, of course, be contacting these warm prospects every two weeks, at least. Let them know what's new on the market in their price range and in the area where they want to live.
But when you've kept good notes you can take that contact one step further. You can let them know that 123 Main has a beautiful fireplace or that 34 Maple has huge picture windows. You can also note which properties have qualities that they don't want, so they can decide if they want to spend their time viewing them.
I know, I'm talking about a lot of work. I'm also talking about getting and keeping customers - and I think customers and clients are what you need if you plan to make money selling real estate.
If you're ready to take your career to the next level by becoming THE expert in your chosen niche, be sure to get your own copy of "Getting Clients."
You'll learn how to choose the niche that gives you the greatest job satisfaction, the least stress, and the most money. Then you'll learn how to position yourself to take over that niche. Read it before you go to bed tonight, and start improving your career tomorrow!
You can make this task easier - if your MLS offers the capability, and if your customer has e-mail. Simply plug him or her in to the system to automatically get new listings. Have a copy sent to you as well, so you can follow up with details the MLS listing doesn't show.
Show your customers that you care about them and you'll be rewarded with their loyalty, plus referrals. Good service is becoming so rare that people talk about it. They will tell their friends when you offer exceptional service.
Pretend you're on the other side of the desk - and treat your customers as you would wish to be treated. The rewards will be astonishing.
That's it for today. I'd better send this while I still can!
Yours for success,
Marte
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How to Write a Classified Ad
Dear Friend,
This issue is a little late, and I apologize. Sometimes, as you know, the best laid plans go sideways. This time it was houseguests, vehicle repairs, and my satellite connection.
A couple of months ago I got so fed up with being able to read a novel while I waited for pages to load, I cancelled my dial-up and got a satellite connection. That was good. I still didn't have high speed, but I had higher speed. At least I could upload a picture and it would go out the same day.
But then the weather turned nasty, and I found out how unreliable a satellite connection can be. Today I fixed it. I called up my old dial-up provider and got my service back. And ever since then my satellite has been working perfectly. Kind of like buying insurance - as long as you have it, you don't need it.
But enough of that. The headline promises insight on writing classified ads - or what I usually call want ads. I've been reading them a lot lately for some reason, and what I see is that they all look alike.
I know, each word costs money. But really, why place an ineffective ad? Isn't that like taking $10 and throwing it to the wind when you could spend $15 and get results? Throw in a few extra words, make your ad stand out from the crowd, and sell that item instead!
Next time you start to write a classified ad (or any kind of ad) try this:
First, stop and think. When you bought that item, why did you buy it? What feature jumped out at you and hollered "You need me!"
Next, think about who you were at the time. What were you doing and what interested or concerned you then? That will help you figure out who will want it next.
For instance: If you're selling a hot car, were you a 20-something who loved to burn up the highways? Was that car a date magnet? If it still has the power, then someone who is just like you were then will want it now.
Maybe instead you're selling a super deluxe baby stroller. What features drew you to that particular stroller? Don't stop there... the features are just features. They offered benefits, and that's what you're looking for here.
Now, when you start to write your ad, include the very best benefit - the one that would make you stop and take notice. For the car you might say "Girls can't resist asking for a ride in this ..." or possibly "Guys will ask if they can drive when you pull up in this...."
For the stroller you might say "Baby will be well protected from sun, rain, and wind - Bonanza stroller in excellent condition..."
Remember this one important thing: Your advertising is never about the item itself. It is always about the benefits it will bring to the person who will buy it.
That's all for tonight. Until next time, I wish you inspired writing!
Yours for success,
Marte
writer@marte-cliff.com
www.marte-cliff.com
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If you do not think about the future, you cannot have one.
John Galsworthy (1867-1933) Writer
Give Thanks and Get Busy!
Dear Friend,
I hope you had a Thanksgiving filled with warmth and good cheer - and some good food too. I also hope you stopped to think about what you have to be thankful for.
Right now you may be tempted to do the opposite - and think about the lull that often strikes real estate sales between Thanksgiving and Christmas.
If your market is one that drops to near zero during the holidays, don't fight it! You can advertise more and hold more open houses, but you might just be wasting your time.
Many people simply aren't interested in real estate right now. Instead, they're thinking of holiday decorations and baking cookies and buying gifts. They're readying their present homes to accomodate guests, planning parties, or attending parties. In short - they're busy!
Instead of feeling grumpy because sales are down, say thanks, and get busy. You have plenty to do to get ready for the new year. Be glad that you may have time to do it right.
This message is mainly for Realtors, but you FSBO sellers can also benefit from some hindsight and planning right now. Read on...
Begin with going over the past year. What did you do right? What did you do wrong? Did you get enough listings, or should you enlarge your farm area? Maybe you had more listings than you could serve well and you should shrink your farm area.
How about buyers? Did you self-promote well and have all the buyers you needed, or should you concentrate on that area?
Consider your sales and your income and set some new goals for the coming year. Then work backwards to see how many listings and how many buyers you need. Use your average comission per side and divide that into the income you want for 2007.
If you see that you need to enlarge your farm, get out there now and decide where you want to go - then start gathering the names and working on the letters. But don't mail them until January!
If you need to gather more buyers, begin work on your personal brochure or take a few hours to write some great self promotion ads. Remember what I said about writing articles? This would be a good time to get started.
If you have a listing or two that just doesn't seem to move, this is a good time to do a new market analysis and perhaps have a heart to heart talk with the seller about the price. It may also be time to discuss staging, but don't ask them to do it while they're decorating for the holidays. Just get them ready to tackle it in January.
That "stuck" listing probably also needs some new advertising. Take another good look at the house. Ask the sellers what they like most about it. Then write some really compelling copy that will get buyers excited and anxious to see it. If this is a FSBO and you're selling because you don't like it any more - think back to what you liked when you bought it.
Next week I'll give you some suggestions for a marketing plan, but for now, keep one thing firmly in mind: Every letter, ad, or article you write has to be about your reader. It is never about you, and it is never about the house. It is always about what they get out of working with you or owning that house.
Here's a trick you can use on yourself: When you sit down to write, start your first sentence with "You." Then write all about how wonderful life will be for them when they live in the house, work with you, etc. Don 't worry about good sentence structure, spelling, etc. yet - this is a really rough draft. Pretend you're writing to a really good friend, so you talk naturally.
Now that you have the letter, use it as a guide to write the real one. Smooth out the bumps, make the sentences flow, and check your spelling and grammar. But continue writing to your good friend so that you don't fall into that "high school English trap" of trying to sound proper.
Speaking of letters - your holiday letter to your farm area need not be long. Just send a card or a postcard to let them know you're thinking of them. You might even go against the trend and send a Happy New Year card instead of a Christmas card. Wait until December 26 to put it in the mail.
If you're serious about energizing your career in 2007, you should also read my e-book: "Getting Clients." It will teach you how to choose a niche that you'll love working in - and how to get those clients that you want most. Read all about it here .
That's it until next week. Be sure to visit my blog and tell me what you'd like this ezine to cover over the next few weeks - I'll do my best to oblige!
Yours for success,
Marte Cliff
writer@ marte-cliff.com
www.marte-cliff.com
P.S. If writing isn't your cup of tea, get in touch! I'm available on a limited basis to help you create sales letters, personal brochures, personal newsletters, postcards, web copy, and more. Write me at writer@marte-cliff.com or call 208-448-1479 (Pacific time zone)
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When you fail to plan, you plan to fail...
Here's the Marketing Plan I Promised
Dear Friend,
Hopefully you're already thinking about next year and the things you can do to increase your profitability - AND your enjoyment of life. When you plan your marketing instead of rushing from one idea to the next, your life will be simpler, you'll be less stressed, and your family will be appreciative!
That said, your marketing plan needs to include things you do "as they happen," as well as scheduled contacts. Let's begin with the "as they happen" items.
- Thank you notes - try to send 5 every day. You can send them after every listing appointment, after your first showing with a new buyer, and "just because." Send one any time someone gives you exceptional service, even if you have to make an extra effort to get the name and address.
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Just listed cards - to the surrounding neighborhood with each new listing
- Just sold cards - to the same people after a closing
- Follow up questionaires to both parties after a closing
- Handing out 10 business cards every day
Next are your scheduled activities. These need to include follow up with past customers and clients, your sphere of influence, and your leads file as well as prospecting to your chosen neighborhood or niche market.
I recommend a newsletter that you write, or have written, so that it contains information specific to your market and your neighborhood. Send them monthly if you can, but at least quarterly.
Make a personal brochure, or have it made, to send out with all of your marketing. Include reasons why you are the agent to call - not because of your education, but because of your service. Include something personal such as your involvement in community affairs.
Postcards - send monthly if you can, but at least quarterly. These should go to your farming area as well as past and present contacts.
Farming letters. Be sure to write a different letter for buyers and listings. Even write a different letter for absentee owners than for residents - and a different one yet for landlords. Be sure to begin with "You" (meaning the recipient) and focus on what you can do for them - not on how much you need their business.
I suggest choosing your next farm area now - after you've done the numbers and decided how much you need to expand your territory. Get all of the names and addresses that you'll want for the year and get them into your database during this holiday lull.
If you can afford to write them all in January, do it. Then write again every 2 or 3 months. If that isn't feasable, get all the names into your database and send a set number of letters each day or each week.
Telephone calls - when you have a free 15 minutes between appointments, use the time to call a few past or current clients and check in. Tell them "I only have a minute, but I wanted to ask ...." That will keep your conversation short while reminding them that you care.
Write or borrow articles. You can put them in your newsletter, insert them with your prospecting letters, use them as ads in the local newspaper, or use e-mail and send something new every month to remind your contacts that you're thinking of them. Articles set you apart as an expert in your field, so don't be afraid to write about what you know - which is probably more than you realize.
You can borrow articles from me at http://EzineArticles.com/?expert=Marte_Cliff. While you're there check out the many other authors and borrow some from them as well.
Even when you get busy, keep prospecting! If you don't you'll suddenly get all your transactions closed and find no new business. That isn't a nice feeling.
Remember: following up with past and present clients, your sphere of influcence, and current leads is the most important thing you can do to gain referrals, hang on to the clients and customers you already have, and ensure yourself a steady flow of business. If you don't follow up, some will forget you, and some will actively "write you off." It really is that important to people!
If you're ready to create your niche, work only with the people you like most, have more free time, and earn greater commissions more often, you need my eBook - Getting Clients . Learn all about it here .
Yours for success,
Marte
P.S. If you are "writing challenged" and need help with your personal brochure, your newsletter, or your farming letters, call or e-mail. Real estate is my specialty!
P.P.S. I also write web copy, enhanced for Search Engine Optimization.
writer@marte-cliff.com
www.marte-cliff.com
208-448-1479
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To keep a lamp burning, we have
to keep putting oil in it.
Mother Teresa (1910 - 1997)
How to Stay in Touch With Customers at Holiday Time
Dear Friend,
Mother Teresa's words apply to marketing as well as to "lamps" like joy, and love, and compassion. In order to keep the lamps of awareness and loyalty to you burning within your customers, you have to keep reminding them that you're there. And...you have to let them know that they matter to you.
How can you do that during the holidays, when they're not only busy trying to get their work done while they prepare for celebration - they're inundated with so many sales messages that they've turned into a blur.
An imprinted Christmas card? (Or holiday card.) You could do that, but think about it.
How many times have you gotten a holiday greeting card in the mail from a business and said (or thought) "Yeah, yeah, yeah." Christmas cards, even when signed by the whole office staff, look more like an obligation than a true wish for happiness.
Set yourself apart with a different approach
What can you do instead? How about a newsletter - even a mini-newsletter. Send them some holiday tips or a great old family recipe. In other words, something personal that you might not send at other times of the year. It's even better when it's something they can keep and use.
If you send a full newsletter, include something just for fun. A short holiday tale, a holiday-themed puzzle, or some holiday trivia. Make it something they'll keep around for a day or two while they do the puzzle - or something they'll share with someone because it was interesting.
You should send cards - but only to those customers and clients you feel closest to. And on those cards, add a hand-written, personal note. Something that shows you know who they are - and care. Like: "Hope you and Ginny and those "monster pups" have a great Christmas!"
If you really want to do a mass-mailing and can't summon up the writing courage for a newsletter, try a postcard with a beautiful photo - or a tasteful cartoon. It will still look like a mass mailing, but at least it will catch their attention. They'll notice who had the good taste or good humor to send it.
What about your best or most recent customers and clients? How about buying some mini trees, poinsettias, or wreaths and personally delivering them? THAT would be impressive, and it would show them you care!
I know there are concerns that "Christmas" will offend someone. I can't confidently advise you on how to handle that, because I live in an area where lack of Christmas would offend everyone! You know your area, but most of all you know your own heart. If you're more comfortable with "Happy Holidays," then by all means use it.
If you're overwhelmed with things to do yourself and can't find time in the next couple of weeks to do one more thing - consider sending a New Year's greeting instead. If you wait until December 28 or 29 to mail it, it will arrive after the deluge of mail has slowed - and might be even more appreciated.
Next week I'll send some ideas for inserts in that New Year's mailing.
Give yourself an edge in the new year
Meanwhile, if you're longing to start your new year off with a great marketing plan but don't know where to start, call me! (208-448-1479)
I'll help you get your personal brochure updated (or written), help you set up a mailing schedule, and write those prospecting letters you need to have handy when you get a new lead. I can even write your newsletters for you - so you can use your time face to face with customers and clients.
If you happen to be a real estate agent - check out my eBook: Getting Clients. With approximately one million Realtors working in the U.S. you need an edge, and Getting Clients will help you create it.
If you're serious about becoming THE one in a million that customers seek out, read Getting Clients , fill out the worksheets, and get cracking. You'll spend a couple of hours looking into your own likes and dislikes - and you'll come away with a plan for a career that will be both satisfying and financially rewarding.
It will be the best $19.95 you ever invested in your career. Click here to learn more.
Yours for prosperity,
Marte
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