First, let's cover the basics: emotions, not reason, sell homes. Why? In the end, every decision—to list, to sell, to buy, to call—boils down to how a decision makes a person feel. That's why emotions are so important to your advertising. Let me explain.

Take the calculated, number-driven real estate investor. She won't invest in a condo unless the numbers make sense. If the numbers do make sense, she'll invest. However she wouldn't be investing in the first place if she wasn't driven by competition, power, pride or financial security for her family—all emotions.

Here's a short, shrewd list to help you put emotion into your real estate advertising.

Action Steps
The best contacts and resources to help you get it done

Focus on them, not you.

'I Am the Greatest Agent' creates a ho-hum reaction at best. Instead, tell the reader what's in it for her, not for you.

I recommend: One way you could go about this is by offering to solve their problems. And people who are really good at solving problems go about it systematically, in a five step approach. They have a way of placing the problem in context. They don't jump to conclusions. They evaluate alternatives.

Focus on benefits.

Why should someone work with you? 'Quality and service' is not an answer. 'To sell your home for the most money, in the fastest time and with the least hassle' is. It's a clear benefit. Benefits are packed with emotion.

I recommend: But product benefits usually consist of four principal levels. They are features, advantages, benefits and motives. Each layer has its own set of attributes and characteristics, which varies depending on the product type and the market to which the product caters. Master these and you’ll be own your way. But this is not enough.

Focus on active voice.

The active voice is usually more direct and vigorous than the passive. It commands authority, passion, energy, confidence. People feel good about confidence.

I recommend: "I will sell your home for more money" is active voice. "Your home will be sold for more money by me" is passive.

Focus on details.

Explain to them exactly how you will accomplish your goals. 'I use proven techniques x and y to bring more buyers to your door.'

I recommend: Think four U’s when creating real estate marketing headlines for your advertising. Try to make them useful, unique, ultra-specific and urgent. For example, “Use a Provocative Blend of Technology and Psychology to Sell Your Home in Less Than 90 Days." This headlines uses all four U's.

Focus on curiosity.

'I will sell your home for more money by creating a bidding war between buyers based on a marketing strategy that blends psychological triggers and unique technology.' Curiosity is a great motivator.

I recommend: Read any article by copywriter Gary Bencivenga to see how he uses curiosity to pull you through his copy. You won’t be able to stop reading.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Share ideas: Get in the practice of running your advertising ideas by colleagues, friends or complete strangers. This is one of the best and inexpensive ways to test your advertising ideas. Something you think is great may fall flat on every one else. You don't want to find this out after plunking down $300 for a homes magazine ad.
• •  Survey prospects: Before churning out a classified ad or flier, ask your prospects what they want or need. For example, if you are concentrating on renters, ask ten or twenty of them why they don’t own a home. You’re looking for problems to solve. Then use this information to create a compelling offer in your advertising.