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The president of a leading New England real estate group asked me to write a Why choose us? page for listing agents to use in marketing proposals and in leave-behind packages.
A simple assignment, yes?
The Issues The company's agents often give presentations to luxury home owners whose properties are worth millions. In this type of high-stakes marketing, success depends on striking the right balance of facts/data, clearly stated benefits, and down-to-earth honesty. The prospect wants to see an undeniable track record of success, but beyond that s/he wants to know the real estate agent and company are trustworthy.
I chose to take the assignment beyond copywriting, and to design the piece (to the extent a writer is able to influence design) for maximum effectiveness. It also made sense to repurpose the work for agents' in-house training.
Problem for Real Estate Agent Multiple, competing sales points, all of which are important to convey to the prospect. Which will resonate? Which are most effective?
Problem for Prospect How can I sift through all the information offered and choose the right real estate agent for me?
Process / Strategy / Solution
1. Interview top agents within the organization. Distill multiple opinions, perspectives and sales points down to only the most essential ones.
2. Create the piece as a single two-sided sell sheet with a very clean, open, uncluttered look. It should be "interactive", that is, compelling statements should invite readers to learn how such strong assertions can be credibly supported. At the same time:
3a. For both agents and clients, the front must instantly be seen as a very quick read—and it must draw readers to the supporting information on the reverse side.
3b. Back headlines, identical to those on the front, are followed by clear, detailed, meaningful information the reader can use immediately. The back closes the sale, and while it contains plenty of information it remains easy to scan.
4. It must be an effective standalone piece, that is, if taken out of the marketing proposal and considered on its own, it must cover all essential sales points—and do so as concisely and as persuasively as possible. This is important because it can function as a leave-behind: An attractive laminated card that is left out on the kitchen table will continue to sell even after the presentation is over and the agent has gone.
5. Repurpose the piece as an interactive web page and training tool within the company intranet. Agents should be able to click each statement to bring up on-screen pop-ups that reveal the supporting payoff / sales remarks (from the reverse side of the printed piece).
Why pop-ups? They keep users on the page. With the printed piece users must flip over to Side 2 for the payoff. When using a web browser, information delivery is more effective when you don't have to leave the page.
⬇ side one click for larger view
1. rocking and rowing · A north shore rowing club needed a website update — new features and functionality that would facilitate events and activities while appealing to prospective club members.
★ 17-Oct-11 / editing in progress • thanks for your patience! ★
Challenge:
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2. making fundraising fun · Alumni of a Western Massachusetts prep school generate excitement for worthy causes while reaching out to former classmates.
Challenge:
A series of fun projects with a Cape Cod design group
Work began January 2009 and continued into the fall.
Services for the three projects shown included:
• concept development
• copywriting
• creative consulting
→ successful writing assignments included:
• Company Brochure
• Web: Client success story, "Room to Dream".
Brochure copy adapted for website.
• Press Releases
→ Click 'more' to read this inspiring web profile
Room to Dream: The story of a 48-hour makeover that
brought joy to a girl named Precious > more...
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Cahoon Museum of American Art
• Brochure visit website
[project halted - may need permission to include]
March 2010 update RE these projects: "Energy" and "Communications" are sister sites, and work on these was performed under NDA. Though it's not possible to provide live links, samples of these projects are available on request. "Design", a colleague's site, is currently still in progress.
energy: 2-writer team. long-copy corporate site. original text/content.re-prosing/editing. architecture tweaks.comm: 2-writer team. long-copy corporate site. original text/content,heavy re-prosing/editing. design: a colleague's site, in progress. original content from input. furniture: comprehensive site text, repurposed from collateral.(no longer online due to company restructuring)
Westford Chair, LLC · 8p brochure
➤ choose thumbnail, then click enlarged thumb for full image
New product launch: State-of-the-art ergonomic seating—via mail order. Brochure, website, 
one-page product sheets, small space ads, direct mail letter, order form, instruction booklet.
Bridgeline · brochure & data sheets
➤ 2 weeks, start to finish
Deadline allowed two weeks from kick-off to final proofing.
Lasertone postcards
➤ choose thumbnail, then click enlarged thumb for full image
brochure used by brokers of a leading real estate company
➤ choose thumbnail, then click enlarged thumb for full image
