Copywriting rule #1 for Realtors

Look at the average real estate ad - not the ones promoting homes, but the ones promoting an agency or an agent.

What do they say? Mostly they say "I'm great, you should hire me." Some of them go on to brag about designations and how many homes the person has sold - some even talk about dollars. "This agent is in the Million Dollar club."

What they don't say is the one thing that matters most to prospects: What the agent can do for them.

If you stop and think about yourself and how you react to a sales message, you'll realize that in the back of your mind is some version of the thought: "What's in this for me?" That is the question that every good marketing piece answers - real estate or otherwise.

Next time you start to write an ad, a letter, an email, or a brochure - instead of saying "I want your business," say "You have dreams and goals, and I will help you achieve them."

I promise, more people will read what you have to say when the message is about them and their interests instead of about you.