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How to fail fantastically at website and marketing copy

Competing against the sad norm

I looked up the web page of another agent this morning and there’s her smiling face, and underneath the tag line, it read, “Creating Financial and Emotional Prosperity- one home at a time.”

Huh? So if I buy a home from her she’s going to help me create prosperity? How? Emotional prosperity? Are you going to guarantee that financial prosperity line in this environment?

Digging deeper

So then I decided to peek through this big company’s website and check out a few more of their agents and their taglines. There are bunch of them on there, each very lofty and ethereal and… um… full of fluff!

Many of them say “Professionalism”… good. That’s what I want in an agent. No– that’s what I EXPECT in an agent. Tell me more!

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But wait, there is more:

“INTEGRITY… When Reputation Counts Most!” Well that’s good. I wouldn’t want an agent without integrity.

And for corny… here’s one of my favorite ones.

An agent named Bud has tagged all his name riders “This Bud’s For You.” Come on people. I love this guy — but will buyers and sellers come to you because of this line? It’s cute. But also cheesy.

If you’re going to make a tagline, make it concrete, solid and something people can relate to. Tell me why I should hire you or what makes you good. Professionalism, integrity… they’re expected.

How about something that’s all about the consumer, not about YOU? Don’t be boring and blah. Be original! Most important, be real!

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Editor’s tip: now that you’re shamed into not using infinitely boring and non-unique taglines and copy, read “Bring a good tagline to life – six rules and seven sins” by Brandie Young.

Written By

Erica Ramus is the Broker/Owner of Ramus Realty Group in Pottsville, PA. She also teaches real estate licensing courses at Penn State Schuylkill and is extremely active in her community, especially the Rotary Club of Pottsville and the Schuylkill Chamber of Commerce. Her background is writing, marketing and publishing, and she is the founder of Schuylkill Living Magazine, the area's regional publication. She lives near Pottsville with her husband and two teenage sons, and an occasional exchange student passing thru who needs a place to stay.

16 Comments

16 Comments

  1. Molly

    July 11, 2011 at 3:37 pm

    A year or so ago, I was helping an agent update their site and profiles across various networks and I wanted to get an idea of what other people were putting. I kept seeing the same paragraph over and over, so I googled it and there were THOUSANDS of pages that had the EXACT same verbiage.

    Lame.

    My guess is they got it from some seminar they attended and instead of customizing it to fit their needs, they just copied it. And people wonder why, in some circles, used car salesmen are more respected. 😉

  2. BayZest (San Francisco, CA)

    July 11, 2011 at 10:27 pm

    The team I am in has a "tag line" but no one knows us for it. No one has done business with us because our tag line is catchy or clever. However, when we complete the transaction they have seen the catch line come to fruition.

    Therefore, we don't use our tagline to catch or convince people to use us for the first time. We use it as a promise or line for past clients to remember us by and remind them why there first transaction was so
    (I'm purposely not mentioning our slogan as it has been taken and used by other agents – I am also not linking directly back to my real estate website, but instead by personal blog)

    – Brendan

    (I'm purposely not mentioning our slogan as it has been taken and used by other agents – I am also not linking directly back to my real estate website, but instead by personal blog)

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