Feb
28
Discover How to Boost Sales by Using a Few Simple Social Scientist Tools
Filed Under Real Estate Sales Tips | Leave a Comment
If you understand people then you understand real estate.
Because if it’s been said once, it’s been said a million times: real estate is a people business. And oh how much easier work and life would be if we just understood people.
Yes, humans are terribly complex, often unpredictable and sometimes just plain difficult. There’s the client who insists on knowing everything (and I mean everything) you do as you go about selling his house. Enough to drive some Realtors absolutely bonkers.
Then there’s your buyer’s agent who doesn’t tell you anything unless you pry it out of her with a crowbar.
People. You just never know.
I really believe real estate is a people business, then any effort you make at better understanding yourself and how others tick will make your business flow and your bank account grow.
And fortunately social scientists have developed tools that can help you shed light on the mystery of human behavior and get a better handle on personalities—yours and others.
Next post we will explore some of these great tools.
And if you like what you read, subscribe to the real estate marketing blog by email or news feed.
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Feb
22
What Can George Orwell Teach You about Generating Leads in a Sluggish Market?
Filed Under Real Estate Prospecting Ideas | Leave a Comment
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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Feb
15
It was just a matter of time: I am finally on Twitter.
And I have to say–not sure why I waited so long.
But let’s get one thing straight: I don’t have any delusions on what Twitter can accomplish.
I don’t think it will change my life. Or make my business better. Or even lead to increased leads…
Some might call that cynical. I choose to say it’s realistic.
So why am I on Twitter? What do I hope to get out of posting on Twitter?
Great question. Here’s my answer: To create and nurture relationships. To give you something valuable. And, of course, to have a little fun.
See, I’m convinced that Twitter is nothing more than a non-stop cocktail party. Sure, the traffic slows at 3 AM…but it’s running with a full head of steam from 6 AM to 12 AM.
And just like a cocktail party, you don’t get to know people deeply. You simply mingle, swap hellos, share ideas, glean tips.
That’s the point.
Not to say a relationship over Twitter couldn’t lead to something bigger.
I’ve seen that happen plenty of times–with people picking up book deals, developing CRM models and scooping news stories.
Or someone’s Twitter flirting lead into some pretty lucrative partnership. It happens, folks.
And I’m hoping to enjoy a little bit of the fun that happens on Twitter.
But most importantly I hope to add large amounts of value to you…whether by sharing interesting articles I find, re-tweeting great links or quotes or unpacking my own ideas [in 140 characters or less].
So, if you’re not yet, follow me on Twitter. And I promise to follow you. I look forward to getting to know you.
Feb
3
When your prospects read your copy, they don’t want to think. They want copy that’s easy to read.
So that means short sentences and short words.
But how do you do that if you’re not a natural born writer? Great question.
Fortunately Microsoft Word comes with a handy tool call Readability Statistics that will make writing simple, clear copy easy.
When you run this tool after you’ve written your copy, you get some pretty useful information. For example, you’ll learn:
- Number of words, paragraphs, characters and sentences.
- Number of sentences per paragraph, words per sentence and characters per words.
- Percentage of passive sentences, reading ease and grade level.
What you really want to pay attention to is that last bullet. For example:
- When it comes to passive sentences, shoot for about 10% or below.
- Reading ease, the percentage should be higher.
- And grade level, aim for about 5th to 6th grade level.
Bottom line, your readers should be able to skim your copy quickly and understand immediately what you are trying to say. And the best way to do that is write smart–but not too smart!
Got any other great tricks to simplify writing? Go ahead and share them.
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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