Words matter

What you say … and write … makes all the difference

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

Messaging that works

“With any kind of writing,

advertising included, you

write more clearly and

effectively when you write

to a specific audience.”

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?

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

Get skinny• Translated with the get-skinny

method, the message becomes: Keep Austin affordable

• That’s 14 words to three

An acronym that’s good

WIIFT What’s in it for them?

Right vs. Left• Effective ads start with

emotion (right brain), then bring in logic (left brain)

Right vs. Left• Go short before going long.

Grab their attention. Think sound bite first

Right vs. Left• Make sure there’s not only

emotional appeal but also a clear call to action

6 steps to better email1. 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

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

Watch yourwords 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

Change their world!