Writing your own real estate marketing materials can be difficult for a number of reasons.  Maybe you don’t like to write, or you just don’t have the time to sit down and get it done.

The most common reason, however, is that many agents aren’t clear on what they’re trying to market.  The most important task you should complete before you write a listing presentation, brochure or content for your website, is this:  determine what business you are in.

Of course, that sounds simple.  You’re in the real estate business.  But, what does that mean?  Are you selling houses?  yourself?  your brokerage? 

In my opinion, I believe that all real estate agents and brokers are running a real estate consulting business.  You are selling a service.  You may be the one providing the service, but you shouldn’t be selling yourself.  Selling yourself usually results in one of two things:  either you are embarassed to blow your own horn, so your message is flat, or you want people to know all the great things about yourself, and your message is too self-absorbed.

You need to sell the benefits your customers receive when they work with you.  So, you need to focus your marketing message on your customers.  And, there’s an easy way to test yourself to see how well you’re doing.  For your website, visit the customer focus calculator for web pages.  For other marketing materials, visit the customer focus calculator for text.

If you rate poorly on customer focus, work on your real estate marketing materials until you’re sure your message is reaching its most important audience - your potential customers.