Category Archives for "Prospecting Ideas"

Real estate prospecting is an important piece of the puzzle of real estate success, but unfortunately many agents are leaning their ladder against the wrong wall and spending time and effort on the wrong activities.

For example, many agents invest a ton of resources into getting more “leads” but don’t stop to consider whether they’re ever actually able to CONNECT with those leads. If you’re not having live conversations, your prospecting efforts aren’t yielding what they should be.

Real Estate Leads on Craigslist: Announcing the AIDA Formula

AIDA: Attention. Interest. Desire. Action.

It’s a very old ad formula that’s made hundreds of advertisers and copywriters the golden boys and girls of business. And it’s perhaps the most effective tool, or framework, you can use in real estate marketing.

In fact, with a simple little tweak, it could be a very potent inbound lead generation strategy for you over the next year.

I know this for a fact.

Since the beginning of the year I’ve been systematically testing this formula on Craigslist–and the results have been outstanding.

AIDA: What Is It?

First things first: What is AIDA?

AIDA is a simple formula that guides you down a step-by-step path to writing compelling and powerful ads. In a nutshell, you simply attract attention, capture interest, provoke desire and ask for action.

Attract Their Attention

What makes your audience tick?

That’s the #1 question you have to answer, especially when clutter, media and noise dominate our culture. You need to find their hot buttons, pleasure boxes, value ranges. You need to be specific, enticing, dramatic and bold.

Fortunately, inside Craigslist’s real estate listings, you don’t have much competition. I mean, really: Browse the top 100 listings for the day and you’ll fall asleep. Posting after posting of boring, eye-twittering copy.

However, with a minimal investment of ten minutes, you can create a post that people simply can’t turn away from. More importantly, a post that will bring you quality inbound lead calls.

So, how do you demand attention?

Ask yourself, “What’s the most beneficial promise my subject line can make to the reader? Is it compelling, unique and powerful? Or is it easily dismissible? Will it stand out?”

One of my favorite examples of a headline that rivets eyeballs to the screen:

“Ferrari-driving, High Tech Recluse to Sell Westgate Hideaway: it’s on 2 lots and has a 5.5 car garage”

Here’s another great headline.

Capture Their Interest

Now, once you’ve got their attention, here’s what you do next: Satisfy their curiosity and give them what  you promised.

In the example above, ask them if they are a ready to buckle up for a ride through a sensational home with an astounding story to tell.

Then tell them how the home will sooth their housing pain or satisfy their housing pleasure. Really stroke that ego. If you don’t, they’ll go away.

And by the way: don’t just give them the price without teasing them with it in the ad. Ever. I’ll explain how in a minute.

Provoke Desire

At this point you need to build a strong desire for the home.

Paint a picture of bliss, ease, prestige, pleasure. Tell a real-life story that causes something to stir within their hearts. Something that touches their deepest fears and desires.

Furthermore, make everything you write unique, useful, urgent and ultra-specific. But don’t cross the line: Overstate, and you’ll blow your credibility.

Call to Action

What is the most-overlooked element of advertising?

Unfortunately, it’s the call-to-action.

Too many people either neglect asking for action or simply tag “call or visit today” as an afterthought to their ad. Wrong.

If you want action, you have to direct your reader to the next step. This is the point where all your hard work pays off.

Here’s the little gem I used to make my real estate posting on Craigslist light up my cell phone with 57 leads in 48 days on 1 listing:

Automated Information – 24 Hours
Call or Text 1-800-959-6550 ext. 1000

The call-to-action is the most important part of your posting. It’s an essential piece you cannot forget. Neglect it, and you’ve wasted your investment.

Proof That It Works

Think back to an ad that you found irresistible. One that compelled you to lose sleep until you acted. Likely that was AIDA in action.

Any ad that persuades and charms you into action probably owes its success to AIDA. This holds true for real estate listings on Craigslist. My testing and experiences are proof that it does.

Why Should You Tease Prospects with the Price?

Well, if you didn’t figure it out already, teasing with the price is the bone-weary, panting fox hunted by a relentless pack of baying hounds. It’s what creates the hot pursuit after your listing.

To conclude, inside your ad write a line of copy that says “Due to changing market conditions, for current up-to-the-minute pricing call or text our 24-hour automated information line. Again, for current pricing call 1-800-959-6550 ext 1000 anytime 24 hours.” Something along that line.

And I promise you: this call-to-action tweak is the number one strategy to trigger a significant flow of inbound lead calls for you.

By the way, Let me know what you think. I’m curious to hear if anyone else has a Craigslist success story to share.

9 Things That Make Emails Seriously Effective

Despite the endless talk about social media–Twitter or Facebook, for example–-emails are still the workhorse of online prospecting.

Why? Clickthrough decay. Twitter time passes 10 times faster than email time.

Jakob Nielson says:

One of the big downsides of stream-based communication compared to email newsletters is the highly ephemeral nature of the postings: Once they scroll off the first screen, they’re essentially 6 feet under.

A look at clickthrough statistics for links posted to Twitter vs. those circulated in email newsletters shows a drastically steeper decay function: lots of clicks the first few minutes, and then almost none. In contrast, email continues to generate clicks for days as people work their way through their inboxes.

So, since more and more and more people are checking their e-mail on cell phones or smart phones and archiving, it’s wise to keep grooming your emails so their readable, relevant and powerful.

1. Reason Why. First, what’s your most compelling reason to send the email? If there’s no good reason for it, consider taking the day off.

2. “From” Line. The “From” line and subject line work in tandem. And an effective “From” line starts with name recognition. If you’re not famous in your market, then maybe your company is. Use the most famous.

3. Subject Line. Something that stands out in their inbox. Use this tool to test your subject lines AND “From” lines.

4. First vertical inch or two. Many people won’t see images—your header, wrapper, or photos—because their e-mail software turns them off. Or they may be getting your message on their mobile phone. Consider what’s in this precious real estate. And make it count.

5. Scannable. Since very few people read it all the way through, is it easy to scan your email? Can they get the point at a glance?

6. Headline. You do have a headline, don’t you? Okay then, if you don’t, then the first sentence is your headline. Does it make the point and provide a link for action? Is the call to action simple and clear, making a single point and with no more than a sentence or two at the most?

7. Precision. Omit needless words. All of them. Here’s a rule of thumb to follow: Once you reduce the email to half it’s length…try to reduce it again.

8. Call to Action. Will the person feel like he’s losing big if he decides to sit this one out? That’s the kind of feeling you want to give people.

9. Tone. Conversational. What do I mean by that? Does it feel like one person writing to another? As impersonal as e-mail can be, you still want it to feel like one person’s message to another.

So what about you: are you still using email to prospect? Have you given it up for Twitter or Facebook? If so, how effective have you become? Or has spam and the crowd noise chased you out? Is email dead and anybody who uses it wasting their time and money?

Share your thoughts. Looking forward to hearing from you.

7 Ways Real Estate Agents Can Beat a Winter Slump

Depending on where you live, from about November through February the real estate market slows down – if not altogether dries up. What can you do to make the most of these dead months?

Here are a few suggestions:

Have an Open-House Party

Open houses can be pretty lame. A pair of buyers or two milling around a home while you sit and tap your pencil on the desk, staring out the window. Instead of treating an open house like a visit to a museum, ask the seller if you can have a happy hour.

The hitch is this happy hour is on Sunday from 2-4.

Bring food, drinks and music–and let people browse and have fun. And if you keep this strategy for the winter months only, then people will actually look forward to house shopping in winter. And keep in mind–you may not sell more houses, but you will make out like a bandit when it comes to generating leads. You will be the talk of the market.

Take a Poll

Ask your prospects, customers and former clients to help you gear up for 2018. Get suggestions for marketing, listing ideas and even staging tips. People love it when you ask for their opinion. Treat this like a monthly exercise and people will anticipate your next poll.

Go Shopping

Look for discount and deals on items you need for your office and work space. The winter may be a good time to buy that iPad or new printer or scoop up those $1 items that the retailer picked up for a penny. Look for closeouts as businesses are shutting down. Search out auctions to buy staging furniture. Heck, be on the look out for a house or two, too.

Got to Conferences

Go to regional or national conferences you weren’t able to attend during the busy months. Use this time to network with agents from across the country who might be great sources for relocation leads.

If you are of the ambitious sort, why not start your own conference or mastermind group? You can play host, become the authority in your community and pile up those leads as winter warms.

Penny pinch

Now that you aren’t rushing off to a showing every afternoon, take the time to reduce all of your expenses. Hunt down new prices for your phones or insurance. Investigate independent service companies and find out their competitive prices (think home inspectors or title people–anybody who can help your clients).

Take a Class

Now is the time to enroll for some higher education. Find a college course in accounting or seek out a mentor. Is there an online certification that you’ve been hoping to get? The winter is a great time to get it.

What other ways can you think of that will help you beat the winter doldrums?

Mobile Advertising: Should Real Estate Agents Use It?

More and more these days people are using mobile phones to search. They jump on the web to check out reviews, compare prices and even make purchases. Research supports this trend:

  • 60% percent. That’s the percentage of customers who will review a product via their mobile before purchase (Digby Mobile Commerce and Engagement Stats)
  • 51%. The percentage of smart phone users who will buy if you have a mobile site. (ConsumerSearch Offers On-the-Go Shopping Advice with Free Product Review App)
  • 77%. Percentage of people who access search and social sites via mobile phones. (Mobile Movement)

For certain small businesses this could be a gold mine of new leads and traffic to your brick-and-mortar store.

But should real estate agents jump on the bandwagon? Great question. Let’s take a look.

1. Can You Determine Customer Location?

What makes mobile advertising so powerful is that the ad networks work with geo-targeting, allowing advertisers to show ads in well-defined areas. For companies that service a large area–like a county or two or a major metropolitan area–this is likely to increase your conversion rate. You are likely to get in front of many customers.

2. Can You Create Call to Actions?

Mobile advertising isn’t just meant to tip people to the existence of your real estate business. It’s also meant to get people to take action when they see your ad. For example, a good call to action encourages a home buyer or seller to:

  • Call you directly.
  • Send an email.
  • Visit your website.
  • Sign up for a text alerts or an email newsletter.
  • Submit contact information.
  • Secure an appointment.
  • Follow you on social media.
  • Register for an event.

These actions are easy to measure and allow you a method of tracking your mobile marketing campaign success.

3. Do You Have a Mobile Site?

Your current website will not render nicely through a mobile phone. You’ll need to build a mobile website to accomodate your prospects who use their phone. If you use WordPress for your website, then the WP Touch plugin will do a nice job of recognizing when someone is accessing your site via their phone and rendering a mobile version.

Otherwise you can invest in a (mobile site). Wonder if your site is mobile ready? Check out Google’s project.

Don’t forget to make contact information easily accessible.

4. Start with Google AdWords

If you want a little jolt to get your campaign going, consider spending some money with Google AdWords. These ads are easy to create since they are nothing but text. No images or banner creation.

The cool thing about AdWords is that you an build a mobile specific campaign (with separate bids) separate from your website-specific campaign. Set maximum budget levels so you don’t exceed your pocket book.

5. Consider Other Mobile Ad Networks

If you roll with a different ad network, you will need to provide a banner. These networks roll out ads across mobile websites and apps. Banners can be created in any design software or with Google’s ad display builder. Last May Trulia launched mobile advertising for real estate agents.

Check out the Guide to Mobile Advertising Networks for a great review of the different networks out there.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

Want fresh, new ideas on making your phone ring with prospects? Then grab this free 7-part online video training series.

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Do Your Facebook Leads Suck? Here’s How to Change That

It’s not uncommon for real estate agents to join Facebook, create a fan page and then complain it doesn’t kick up any leads. You’re active in the community, get a lot of likes and shares and people generally love you–so what gives?

Well, here are a few easy strategies to consider.

1. Use Promoted Posts

One of the major drawbacks with Facebook is that only about 12% of your fans will see any one single post. And of course timing matters, too. Now, if you have a small budget then you can leverage Facebook’s Promoted Post tool to help bring in more attention and interaction with your posts.

The thing is you don’t need to do this with every post. Only on the ones that are the most important. So create a compelling post with a strong call to action, then target that post to the right people (Facebook has targeting options).

It’s best to start small and run a small test to measure your assumptions. You don’t want to blow your whole budget on a failed concept. Learn from the small test and slowly roll out to the larger target group. This will help you maximize your budget. Once you’ve got a winner, roll it out.

2. Increase Engagement and Fan Profile

An interesting by-product of using the Promoted Post feature is that you will begin to learn more about your fans and target audience. Yes, this will consume some of your time, but ask yourself what the price is of knowing who your audience is. Is it worth your time? Can you hire an intern or young, eager relative to help you out? Trust me, the time invested will be worth it.

Your engagement will start to rise with your Promoted Post campaigns since the content will be getting more shares and likes, which leads to more exposure in your fans feeds (which doesn’t cost you anything).

3. Decrease Attrition

The Promoted Post campaign will also reduce the number of negative actions taken against you like unliking your page. That usually occurs because you are sharing irrelevant information to that user. For example, say you have people who want to buy condos and people who want to buy commercial real estate. If you target your audience those two audiences won’t see your promotions for each other. This makes sense especially since you might post several times a day.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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5 Ways to Hang with the Big Dogs in Your Market by Exploiting Their Weaknesses

Every market has one: the hot shot real estate agent. She probably has a small army working for her. For sale signs in hundreds of yards at any given time. A monster Humvee with her mug plastered over it.

She’s the the only game in town.  That’s because she’s got a lot of strengths. But she’s also got a lot of weaknesses. And you are about to exploit those.

1. Killer POV

What makes you different from the big dogs? Is it clear and concise? Is it meaningful to the prospect? Do you provide something your competitor can’t? Do you do something better than your competitor?

The answers to these questions will define who you are. That definition should be strong and distinct and irresistable. And once you’ve defined your POV, you need to consistently deliver on that message.

2. Stay Flexible

The top dogs are effecient. They are lean and mean. They have system they’ve refined over years–and work that system. Any deviation from that system will lead to an ouster.

This is a weakness you can exploit.

As a small shop you can offer creative and personal services. You can deliver fresh ideas, pounce on opportunities quickly and stay in personal contact with your client the entire time. That’s what happens when you are small and flexible.

3. Know the Customer

The big dog will have likely figured out who the customer is years ago–and that vision of who they are will never change. Our their system is designed for a particular customer. You can exploit that rigidity by staying current with the locals, talking to them in coffee shops, at the supermarket or ball fields. This might lead to insights hidden from the big dog. Insights you can exploit.

4. Never Delegate

Big dogs usually handle the initial phone call (rarely, though, given their assistances field all those calls–the big dogs are just too busy with top clients to bother answering calls from just anybody!), and that’s about it. After that it’s delegated to an up-and-comer. The message to the client is you are not important enough to deal with the big dog.

You can exploit this de-personalized approach by showing up yourself–and bringing along significant members of your team. Demonstrate to clients that their happiness is something that you fully commit to. And you are giving the prospect a clear picture of who they are working with.

5. Be Friendly

It’s a basic rule of human nature: people like to work with people they like. Build a relationship with a prospect by investigating them through the web, talking to people they know and just sitting down to get to know them. Don’t be all business. Find out their family, where they work and what they like to do. This is a slow process, but it will pay dividends. And it’s an approach for a big dog to execute.

6. Solve, Solve, Solve

The big dog’s approach to buying and selling real estate is lean, mean and efficient. That’s because it’s a template. It has to be this way if they want to be profitable. That’s it’s strength.

It’s weakness is that it doesn’t allow for a personalized problem-solving approach. You can exploit this weakness by understanding your prospects needs and challenges, and then providing solutions.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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How to Leave Compelling Voice Mail Messages

Cold calling is probably the least favorite activity of most real estate agents. At any given time you could get on the phone with an irrate caller who wants to do nothing but chew you out.

More than likely, though, you’ll get dumped into the voice mail box. See, in today’s world people with cell phones will look at the incoming call–and if they don’t recognize the number they then ignore the call.

That’s your opportunity to leave a persuasive little voice mail message that gets people to call you back. Let me show you how.

Step One: Who You Are

Right off the bat you need to identify yourself. So, leave your name, your phone number and the name of your company. For example, “Hi, this is Gary Elwood from Coldstar Realty here in Grand Forks Rapid. My number is 000-111-2222.”

The key here is to say it slow enough so that the person can write it down. And if your name is difficult to pronounce or spell, then spell it out for him or her.

 Step Two: Why You Are Calling

Now’s your chance to indicate the value you can bring to the table for the client. This is not about you–it is about them. “I just wanted to let you know that I recently helped your neighbor sell his home for five grand above asking price, and to let you know if you are thinking of selling this may be a good time to get the most value.”

Step Three: When You Can Help

I need to point out that in the last step you not only told them why you are calling (the value you can deliver), but you also gave proof that you could deliver on that benefit. Now is the time to use the principle of scarcity. If you want them to take your offer seriously, then you need to create a sense of urgency. You need to give them a reason to act now. “These conditions were perfect but may not last  since I hear in the next couple of months that a new development across the street might drive down values in your market.”

Step Four: Close with Call to Action

At this point you’ve stated who you are, why you are calling and why it’s important that the caller act now. This is where you tell them to act…and how. In other words, you tell them to give you a call, and then re-state who you are.

“Give me a chat if you’d like to talk or have any questions you’d like me to answer. No obligations, just want to help you in anyway I can. Just give Gary Elwood a call at 000-111-2222. Look forward to hearing from you!”


I porbably don’t have to tell you that enthusiasm and joy will go a long way when leaving a voice mail message. If you mumble and sound like you’d rather be somewhere else, then I don’t care if you nail the above script perfectly–few if any people will want to talk to a dead beat.

So get perky. Call during the time of day you are the most upbeat. Drink a cup of coffee or two (but make sure you talk VERY slowly) or have a beer or glass of wine. Something that gets you in a good mood.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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10 Signs That Your Real Estate Website Is a Lead-Generating Machine

Your website exists for one purpose…and one purpose only: generate leads. And it’s only as good as the number of leads you are generating. If you are producing 100 leads a month, then you have a pretty good website.

If it’s only generating two or three a month, then something is wrong. What you need to do is look at your website and see if it has the ten common signs of websites that generate a lot of leads.

1. Submission Forms on Every Page

Each page of your website should have a short form that asks for the minimal amount of information. For example, your form could offer a free home evaluation. To request one all the visitor had to do was drop his name and email address in the form. When this form is on every page visitors will find them hard to ignore. Also use arrows to increase the chances someone will submit their information.

2. Contact Number

After looking at your site, did you see your contact information on every page? If so, get it on their now. A segment of your visitors will be okay submitting to the form or using the contact page. Others will prefer the phone number, so make sure it is available and obvious.

3. Testimonials

Real estate websites that generate out of leads will also include lots of testimonials. These add credibility to your site. It’s a way of building trust with your visitor. Plus, if your real estate market is small, then the chances are higher that visitors will see a testimonial from someone they know…lending you even more credibility.

4. Trust Badges

These are simple icons that demonstrate you are trusted by authority organizations. For example, the REALTOR and Better Business Bureau badges on your website will articulate to people that you are in good standing with credible organizations.

5. Videos

Videos are touted for increasing conversion because they introduce a  human element that people can virtually touch. A good video will speak to the person who is watching and offer a solution to a problem he might have. A good video may also re-enforce another aspect about your blog–like the submission form to request a home evaluation.

6. Original Design

People can tell if you are cutting corners and using a generic template on your website. This can ruin your credibility and steal away from your professionalism. Spend a couple of hundred of dollars on website design. It will pay for itself.

7. Strong Language

No, I don’t mean curse words. I mean provocative and compelling words. Words that show emotion and help the visitor “see” what you are saying.

8. White Space

Bad websites are uncomfortable with white space. They try to cram every pixel on the page with an image or word. That cluttered space will drive visitors away. Instead, each page should be focused on one simple task–and nothing else. Make it simple and clear what each visitor must do.

9. Clear Goals

Speaking of white space, each web page should have one goal. One thing that you want that visitor to do. Maybe it’s to share the page. Or subscribe to an email newsletter. Whatever it is, make it clear, concise and compelling.

10. Changes

A great lead-generating website is always changing since you are always testing out new ideas. Testing is one way you can tell if your goals are actually working. A good test can help you identify which words resonate with visitors, which colors they like best and which offer converted the most.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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10 Must-Read Posts on Great Prospecting Ideas

On New Year’s Day I mentioned I was going to start a short 4-part series that concentrate on the four critical areas of real estate success: sales, prospecting, listing and negotiation.

Each post in the series will share with you the top ten posts we’ve written on that topic.

Today I’ll focus on prospecting.

Remember, you actually have to read these articles and then put their ideas into practice if you want to take 2012 by storm!

But because you’re reading this I’m certain that’s what you’ll do, so sit back, sip some coffee and get ready to read some hard-hitting articles on real estate prospecting.

10 Must-Read Posts on Great Prospecting Ideas

What Can George Orwell Teach You about Generating Leads in a Sluggish Market? 

George Orwell, the English author of 1984, Animal Farm and other classics, has six rules of writing. You need to know this: These rules are all gems and can turn you into a ruthless copywriter. A killer blogger. A writer with dangerous copy chops. But what do they have to do with generating leads? Simple. Use these rules when writing ads and you’ll create tight little advertisements that boost your conversion. Read more.

3 Rules to Real Estate Marketing Success

People are self-interested. That means they don’t care about the car you drive. How many houses you sold. The number of awards you’ve won. What school you went to. Who you work for or how long you’ve been in the business. All they want to know is this… Read more.

36-Year Veteran Explains Her Mouth-Watering Success

Lisa Burridge is a lot like you: She’s a real estate agent who wants nothing more than to succeed. That was true 26 years ago when she decided to get into real estate. And it’s still true today. The only difference between then and now? Twenty-six years ago Lisa was making $6 an hour and working up to 18 hours a day… Read more.

Need a Damn Good Referral System to Save Your Career?

Ever wonder why you seem to run into the same deal-destroying problems with prospects? Or hear the same bridge-burning complaints from your clients? Or maybe you’d simply be happy to learn how to find clients who always walk away satisfied after a transaction with you. Think about it: what’s it worth to you to find and nurture a handful–say, I don’t know, 100–clients who love you to death? Read more.

How to Become Highly Prosperous in a Shaky Market

Up to this point your ways of working may have been successful. But here’s something to think about: What can you, as a real estate agent, do that would challenge the status quo, overturn your market or even persuade a competitor’s client to work with you? Read more.

Lead Generation Strategies: Seeker-Oriented v. Attract Oriented

Last year Baylor researchers asked real estate agents, “When it comes to lead generation–what works?” These researchers discovered two things. Read more.

9 Things That Make Emails Seriously Effective for Prospecting

Despite the endless talk about social media–Twitter or Facebook, for example–-emails are still the workhorse of online prospecting. Here’s why.Read more.

What Do Journalism and Real Estate Prospecting Have in Common?

Prospecting has a lot in common with journalism. For instance, journalists are always approaching strangers. They’re always asking a lot of questions. And they’re interested in learning the truth. And, just like in journalism, a good prospector has to understand the 5W’s. Read more.

The Claude Hopkins Guide to Real Estate Prospecting

Here’s the deal. In the book My Life in Advertising“, Claude Hopkins tells a great story about a gloomy copywriter named Powers–a story with implications of everything you’re working right now, today… Read more.

Follow Up: Why Targeted Repetition Works So Well

As every great agent knows, it’s your consistency that will make the difference in making any follow-up program work. Even if you borderline on obnoxious. Understand, I don’t mean you have to be a jerk…but you may have to be that agent who refuses to “take a hint”. Read more.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

What Can George Orwell Teach You about Generating Leads in a Sluggish Market?

George Orwell, the English author of 1984, Animal Farm and other classics, has six rules of writing.

You need to know this: These rules are all gems and can turn you into a ruthless copywriter. A killer blogger. A writer with dangerous copy chops.

But what do they have to do with generating leads? Simple. Use these rules when writing ads and you’ll create tight little advertisements that boost your conversion.

Combine it with one of the most powerful IVR ad formulas…and you’ll be unstoppable.

Here’s the deal: Once you read these rules, take the challenge below. You’ll definitely want to give it a try:

1. Never use a metaphor, simile, or other figure of speech that you are used to seeing in print.

2. Never use a long word where a short one will do.

3. If it is possible to cut a word out, always cut it out.

4. Never use the passive voice when you can use the active

5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday equivalent.

6. Break any of these rules sooner than say anything outright barbarous!

What’d you think? Pretty simple, right? That’s the beauty of his advice. The cool thing is–it works. Want proof? Try this.

So here’s the challenge: Take any page from your website…any sales letter…any brochure…any long piece of copy you might have.

Have someone read it. Get their reaction. After they’ve read it, go rewrite the piece based on Orwell’s advice. Then give it back to that person.

And see what they think. Then come back here and tell me their response. I look forward to hearing from you!

Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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