2. Words
change
worlds
“You can change your
world by changing your
words. … Remember,
death and life are in the
power of the tongue.”
— Joel Osteen
3. Messaging
that works
“With any kind of writing,
advertising included, you
write more clearly and
effectively when you write
to a specific audience.”
4. Alphabet soup
• Real estate has way too many
acronyms … FSBO, CMA, GRI,
CCIM
• When communicating with
consumers, minimize the
acronyms and industry
jargon
• Instead, use clear, simple
language. Be the translator:
Why should they care?
5. Get skinny
• In real estate, our issues quickly
become complicated. Strive to
“get skinny” with your message
• Example: Mandatory energy
efficiency retrofits on existing
single-family homes at the point
of sale
6. Get skinny
• Translated with the get-skinny
method, the message becomes:
Keep Austin affordable
• That’s 14 words to three
8. Right vs. Left
• Effective ads start with
emotion (right brain), then
bring in logic (left brain)
9. Right vs. Left
• Go short before going long.
Grab their attention.Think
sound bite first
10. Right vs. Left
• Make sure there’s not only
emotional appeal but also a
clear call to action
11. 6 steps to
better email
1. Know why you’re writing
2. Write backward
3. Help them open it
4. Watch your tone
5. Maintain some formality
6. Make it shorter
Source: Texas REALTOR® magazine
12. Get more from
your signs
1. Know the sign’s purpose
2. Choose simple typefaces
3. Use contrasting colors
4. Give your message space
5. Have a call to action
Source: REALTOR® blog, TexasRealEstate.com
13. Watch your
words and deeds
“Trust is the glue of life. It’s
the most essential
ingredient in effective
communication. It’s the
foundational principle that
holds all relationships.”
— Stephen Covey
