Whether you’re marketing a home or marketing your services, specificity is better than a broad generalization.
But if you read many real estate advertisements you’ll see that all too many are filled with vague statements that merely take up space. They don’t offer any specific information to spark a reader’s imagination or interest.
For instance: “Excellent service.”
What does that mean, exactly? My idea of excellent and yours might be far different. So instead of using a generalization that fails to paint any kind of mental pictures, be specific.
If you return all calls within 30 minutes, say so. If you update your broker price opinions (BPOs) monthly, say so. If you preview homes for your buyers before dragging them around town, say so.
Whatever it is you do that you consider to constitute excellent service, tell your prospective clients about it.
Then there are the property descriptions.
Think about the statement: “Great yard.”
Does that mean it’s landscaped with mature shrubs and flowers that bloom at different times throughout the season? Or does it mean it has a 6-foot-high dog fence? It could mean a yard big enough for the kids to pay touch football, or small enough to require little maintenance time.
After you write something, read it and think.
Does it conjure up any mental images? If not, you definitely need to start over.
If you used generalizations but you get mental images because you know what you considered “excellent” or “great,” then get rid of the generalization and write about what you saw in your mind’s eye. That way, your reader will be able to see it, too.
Why Use AMPI?
AMPI is the national association of real estate professionals that have, since 1956, gathered under laws and codes of ethics and conduct to create a reliable, trustworthy an efficient real estate environment in Mexico.
AMPI consists of separate autonomous sections all throughout the nation, as well as more than 4,000 associates and affiliates. Each section is independent and has its own board of directors, only surpassed by a national board of directors comprised of twenty associates from all over the republic.
Developed over the years with the input and knowledge of its members, AMPI is much more than just a collection of offices. AMPI has been a solid and recognized institution in Mexico for the past 27 years. It was originally established in 1956 and was consolidated in 1980. AMPI is currently represented in all the principle cities and regions of Mexico stretching from Tijuana to Cancun.
The Riviera Nayarita, Vallarta and Compostela chapters of AMPI are dedicated to promote the best practices in real estate by providing its members with education to reinforce the standards of ethics that give our industry the credibility which our clients deserve.
AMPI is committed to giving our membership access to a multiple listing service that forms the platform from which our industry can expand locally and into other markets while giving our members precise and up to date information that is vital to continuous improvement and growth.