Author Maureen Castellon

A Miami Copywriter Explains How to Show Off Your Writing Skills

Every agent should understand how to write a listing that sells.

Your listings should be detailed and grab the reader’s attention. The goal is to use a listing as an icebreaker. Avoid sounding like a police reporter by listing technical details and get creative instead.

Creativity is one of those talents that some are blessed with. Being a good writer, however, is a skill you can hone with practice. Start by learning what works and what doesn’t for your target market.  Experiment with words and pay attention to what gains traction. Creativity is what helps you stand out.

Which qualities sell?

Real estate is a highly competitive industry. Every listing should stand out as much as possible. If you’re competing with homes in a neighborhood that have two-car garages, emphasize that your listing has space for three. Open floor plans remain popular, as do homes that have office spaces or pools/outdoor entertaining areas. Cul-de-sac placements, unique energy saving features, and expansion potential should also be highlighted.

Are there exceptional brands?

Kitchens are the heart of the home. More often than not, guests and loved ones gather here rather than the living room or patio. Quality brands make a kitchen luxurious and show off the status of the homeowner. Detail how this beloved space is a chef’s or gourmet kitchen. Don’t go overboard listing all the brands, but a few should be emphasized. Sub-Zero refrigerators, Wolf ovens, and Viking stoves are always crowd pleasers. These names embody quality and are hot-ticket items. Heating systems can also be named; Buderus and Viessmann are top European boilers.

How is the neighborhood?

Location is almost everything in real estate. The house should not be the only focus, as homes go beyond their structures. Neighborhoods have personality and school districts are ranked. Give a brief tour of the neighborhood in about five words. Being in the feeder pattern of an A+ school may be the top selling point. Proximity to museums or five-star restaurants may also be the rock stars of your listing.

Feeling overwhelmed? Save time and energy with Siren. Generate listings that will be your top marketing tool.

A Miami Copywriter Explains Which Words to Avoid When Generating Real Estate Listings

Every word counts in a real estate listing and the wrong ones are strikes against you. Whether the words are overused to the point of cringe or just confusing, a potential lead may be turned off by your language. They may think that since you are not imaginative/creative with something as powerful as a listing, you won’t come up with innovative ways to market or negotiate, either. Prove them wrong by avoiding the following terms.

Welcome home

Can you feel the cringe coming on? Allow clients to form their own opinions about a property. Write about the features that make it feel like a safe place. Maybe the location is close to highly rated schools and parks. This could also be an opportunity to write about security features or smart home technology.

Priced to sell

Every house is priced to sell. In a hot market, this can work favorably. Otherwise, these words come across as hostile. Have a home properly appraised and set it slightly higher than the appraised value. Most deals include at least one counteroffer that is often five to six percent below asking price. Put the odds in your favor by doing away with this term.

Has great bones 

Agents should present every house in the best light. Many buyers know a property will not be 100 percent to their liking and most are willing to invest in a few updates. To say a home has great bones may cause the buyer to perceive the property as a potential money pit. Focus instead on stellar features such as vaulted ceilings or the home’s proximity to A+ schools.

Charming 

Charming implies to many that the space is compact. Ask yourself what makes the neighborhood or property delightful. It could be a rustic setting, a tree-lined street or architectural details like molding or an intricate staircase. Harness the power of the home’s best features to show off its charm without using this cliche word.

Siren has all the right words for your listings. Let’s start today!

A Miami Copywriter Explains: Living Coral basics

When Pantone speaks, agents and designers should listen. Since 2000, the firm has designated a color to represent the year ahead. Designers usually have the hue in their runway shows and retail giants mass produce the color in their wares. Knowing what the Color of the Year is and how it works in a home sets you apart from those in the field who just chase sales. Home is an art form, something human chase for a permanent feeling of security and beauty.

 

What is the hue?

Living Coral is a mix of pink, red and orange with gold undertones. It was selected for its life-affirming properties and to call attention to the plight of our dying seas.

How should it be used?

This is up to the homeowner or stager. When using small touches, make sure the shades match, or if varying shades to create visual layers, ensure that there is a wealth of textures. If investing in a statement Living Coral sofa or another large piece, the scale must fit the room. This color can become overwhelming if care is not given to the overall visual theme of a space. Try to avoid using Living Coral in an accent wall as it comes across as noncommittal rather than artistic.

What else goes with it?

Living Coral has predominantly been seen before its coronation by Pantone as a staple in coastal or tropical themes. As such, straw accents work well. Brass is the safest bet for metallic pairings. Jungle Green is a great contrasting hue, as is a crisp white. Choose straw or jute rugs, colored glass, or beaded or faux fur accent pillows.

 

How will you be using Living Color to stage homes this year?

A Miami Copywriter Explains Why Your Real Estate Blog Matters

Most real estate agents excel at sales and human connection. Sitting down every week to write articles when there are calls to be made might not seem like the best use of your time. Not only are you establishing your expertise through the written word, you are also setting yourself up to enjoy a few benefits that may not be top of mind.

Gain Your Ideal Client’s Trust

Everyone gets the same 24 hours each day. If someone chooses to spend even a minute on your article, make it worth their while. Address pain points and answer questions from your ideal client. Create a profile character to make this easier. For example, let’s use the name Amelia Day and she is in your specific niche. She is a wedding photographer and mother to three college-age daughters. Amelia’s husband is an auto mechanic with seven shops. The Days are looking to downsize their five-bedroom home and move into the country. Ask which niche(s) Amelia would fit into and how your services address her pain points. Then generate content that speaks to her. Some agents make collages for their profile character and others simply type the name on the top of every page like a letter and delete it when editing. Speak to your ideal client through your content in any way you can. Email campaigns, landing pages, clickfunnels and social media platforms will be more powerful as a result.

Recruit Dream Candidates

You may not be thinking of building a team now, but at some point, business may expand further than you thought possible. You want to be able to reach out to qualified candidates right away and get a response. By crafting exceptional content, you are setting the tone for your business and a potential culture focused on attention to detail and understanding the market.

Make Passive Income

We would all love to make money while we sleep. Your blog can generate income through affiliate links. Real estate agents deal with so many areas of lifestyle and home that they can easily write on a wealth of topics. Your latest article on home security can include links to local companies that install alarms, or sell security cameras and fences. Local furniture stores can be a great partner to stage homes and discuss the latest trends. Living Coral chairs or wall art can fit into design articles. If your niche focuses on fixer uppers, interview a local handyman. Make sure to disclose that you will receive money from any affiliate links included in your articles.

Siren is ready to help you win your target market and invest in the future with strategic content. Email or call today to get started.

A Miami Copywriter Explains the Right Content for Real Estate Agents

Eighty percent of first-year agents give up after five years in the industry. Only 13 percent make it. These are some seriously scary statistics out there for first-year agents. Let’s throw them in the trash. Strategy can trump experience. Your clients and leads should think of you as their trusted local expert. The best way to do this is via content.

Niches are a must

Nothing is messier than a bowl of spaghetti thrown against a wall. You may want to appeal to everyone and see what sticks. This is a waste of your time and money. Atop MLS fees, association dues and broker fees, you do not want to start your career in credit card debt. Not everything will stick because it takes all kinds of people to make the world go around. Since you do not have a client base yet, figure out which types of people you would like to spend most of your day with. It may be tempting to say luxury buyers and sellers, but think of FSBO, vacation properties, single buyers, baby boomers, rentals or distressed properties – these are all popular niches.

Focus on dream clients

Select your niche and stick with it. They may not come in droves, but these types of buyers and sellers are popular for a reason. Figure out how to address their interests and pain points. For example, FSBO sellers may be in over their heads without the right channels to market their home, or they may be overpriced for the area. You can show them how to create demand for their property with a few tweaks and win them over. Vacation buyers may not know that they need special insurance for a waterfront home. Ask your network for help locating an insurance agent. Be the one people in your niche think of when they need answers.

Market and brand accordingly

Every marketing effort must yield results. Your niche is unique. Research their interests and cater to them. First-time home buyers are most likely nervous about making their first big investment. Position yourself as their voice of reason. Write articles for your blog or other publications discussing loan programs.

Branding must also be taken seriously and keep in mind it is not just about content. Make yourself known in the community by doing volunteer work. Animal shelters, schools and parks always need help. Be a part of the community during your first year to create a foundation of trust for years to come.

Listings matter

Real estate listings are notorious for being poorly written. Typos and clichés galore! These descriptions might be what introduces your attention to detail/quality to potential clients. Don’t sabotage the opportunity to make a great first impression by rushing through your real estate copy. Choose your words carefully. Avoid buzzwords like ‘charming’ or ‘priced to sell’ to stand out from the competition. Focus on unique features of the property and neighborhood. With the right words, you can transform a house into a buyer’s dream home.

Siren is here to support you with high-quality content and powerful listings. Let’s start discussing content strategy with a quick email or text.

 

The Joys of Miami in the Summer

Summer in Miami is the time to get creative while exploring your cooling off options. Slather on sunscreen, pack a lunch, or scope out the menu at local digs to make the most of your daylight hours.

Biscayne National Park

Just a short drive from Miami Beach, Biscayne National Park is a gem in Miami. Book a snorkeling adventure or simply buy a snorkeling mask and venture into the waves. The salt water is so refreshing on a hot day that most will insist on staying wet until sundown. Make sure to wear sunblock and pack a picnic.

The Everglades

One of the world’s unique ecosystems is The Everglades, also called The River of Grass. Endangered birds soar overhead while lizards sun themselves out in the open.  An airboat ride gets you closer to the aquatic life underneath the rolling greens. Take pictures of the wide spectrum of wildlife, from birds to fierce reptiles.

Homestead

Most visitors are surprised to find that Miami has a rural area. Leave behind the sand and iconic buildings of Miami Beach to experience Miami’s farms. Pop into the dozens of U-Pick spots to hand-select the finest summer fruits and vegetables, including strawberries and corn. Avoid the tractors and bring an appetite.

The Beach

Everyone wants to be on Miami Beach during the summer. The sunrise welcomes breezes that return after the near-daily afternoon shower. This respite allows visitors to change clothes and take a siesta after a filling lunch. Play in the waves knowing that the whole city wants to be where you are now.

Miami during the summer is an experience not to be missed. By staying on the Beach, you will have access to the delights of the city with options to venture outwards and explore other areas of the Magic City. Delight in all the city has to offer during the hot season.

Landmarks on Miami Beach

Miami Beach is a jewel along the Atlantic Ocean and Biscayne Bay. Historical landmarks complement the amazing nightlife and exclusive dining scene. A day in the famous Florida sunshine can include a trek to these timeless gems.

Art Deco Historic District

Art Deco was a response to the opening of King Tut’s tomb in 1923. Bold geometric shapes and an abundance of gold paid homage to ancient Egypt, and scores of hotels and residences sprung up in this ornate style. Every January, the Art Deco Festival celebrates the iconic designs and looks toward the future of architecture. Wear comfortable shoes and prepare to look up at all the grandeur.

Vizcaya Museum

John Deering built a luxurious residence that topped all others in South Florida between 1914-1922. It attracts more than 170,000 visitors each year and is a preferred location for private celebrations. The garden and home located on Biscayne Bay has been turned into a museum housing an international collection of art that curates 2,000 years of human imagination. Browse the collection and walk about the grounds enjoying the famous orchids.

Freedom Tower

The Freedom Tower is part of Miami’s Hispanic culture. Built on the design of a Seville lighthouse, it was once the home of The Miami Daily News and Metropolis newspaper.  In 1962, it was ground zero for the biggest cultural shift the Magic City had ever experienced. Fidel Castro’s regime forced many to flee Cuba for a better life, traveling 90 miles in shark-infested waters. New citizens were processed, vetted, and received medical attention in a southern version of Ellis Island. Visit the museum on the first floor dedicated to the struggle for freedom the Cubans experienced.

Lincoln Road

Lincoln Road stretches from Collins Avenue to Bay Road in Miami Beach. Paved in the 1920s, it was christened the 5th Avenue of the South. Following the 1960s national trend of pedestrian malls, cars are forbidden on Lincoln Road. The landmark is a study in great design paired with the hottest retailers. Sit outside at one of the fresh air bistros after a day of shopping and do some of the most exciting people watching in the world.

Takeaway

Art Deco has been chic starting in the 1920s and continues to be so, as seen in Miami’s celebrated district. John Deering’s Vizcaya home has been converted into a museum that incorporates natural elements and an exclusive art collection. The Freedom Tower is a cultural landmark of Miami’s welcoming nature, symbolizing hope. Lincoln Road is the 5th Avenue of the South and awaits your visit. Make a schedule and visit these historic landmarks to experience the Magic City’s timeless gems.

Panama SEO Sample

Dance is the ultimate non-verbal communication. It can convey a story with synchronized moves and gestures. Many cultures all over the world use dance to keep their traditions alive for past and future generations.

As the bridge connecting South and Central America, Panama is a mix of Spanish, Indian, African, and European cultures. Its natural beauty and warm personality have made it a hit among tourists. When traveling the world, it is a joy to find the uniqueness of each country.

El Tamborito, which means ‘the little drum’ in Spanish, is Panama’s most popular folkloric dance, celebrated for its vibrant costumes, lively themes, and three-drum percussion core. Originating in the 17th century, the national dance took on its modern characteristics in the 1940s. The dance focuses on couples and the art of courtship.

The cantalante, a female singer, leads the dance and keeps time with rhythmic chorus clapping. Feet stomp and the chanting of coplas, or harmonic poems, create a lush soundscape. Lyrics focus on lust, sexual tension, and the frustration that one experiences at Carnival, which takes place between February and March. The beat centers on three drums: the Caja, the Repujador, and Recapidor.  Performers include the cantalante, female singer, and the estribillio, a group of clappers.

The Caja is the smallest drum, and it produces staccato tones. The Repujador provides the masculine element and is the base of the song. Long and slender in shape, the Recapidor creates feminine properties.

During the courting dance, men traditionally knock the floor with their boots while the signature dance move for women is to curtsy as the crowd claps the beat. With shuffling steps, women move their colorful skirts as men make protective gestures. La Pollera is the name of the women’s bright skirts with two large ruffles that mimic the Spanish styles popular in the 17th century. Men wear El Montuni, a long-sleeved shirt that harkens back to cowboys.

There is a distinct courtship element to this dance. Trying to play hard to get, the woman does not smile. Instead, she moves with her skirt and spurs the man’s advances. He works to maintain eye contact. The audience is intended to participate, which is characteristic of African tribal dances where the entire community is involved.

 

How to Cut Your Teeth

Clients have opinions on writing, but not necessarily the ability to put them into action. That is the first thing you must learn as a writer: how to separate unhelpful criticism from productive feedback. The second is how to work with unclear instructions handed down from someone who may have studied writing, but has never been published on any platform. Flow, storytelling, and creative elements might be considerations for criticism you hear as a writer. Let’s decode them together.

Flow

Flow is how all your carefully chosen words flow together. Read your work aloud. Go to a quiet area and enunciate each word. Non-writers call this “mouth feel,” and the words you have selected may not sound the same when spoken out loud. Take a video or a voice note and listen to all the words coming together. As a writer, you may have just been happy to find useful words, but you have to make sure they are all compatible.

Which of these examples flow?

Example 1: Start a style dialog with our catalog.

Example 2: We went to the shoe store for sandals.

Example 3: We went to the shoe store; I bought sandals.

Example 4: The small locomotive car, Number 4, came clanking, stumbling down from Selston with seven full wagons.

Takeaway: Make audio recordings part of your revision process.

Storytelling

Storytelling is how your product appeals to consumers without giving a pitch. Furniture, clothes, and automobiles all have a unique story to share. Storytelling differs from selling, as one wants to share, while the latter wants to market. Consumers have a short attention span, so try to come up with a five-second story, not a pitch, about the product.

Product: a desk with electrical outlets built into the frame

Storytelling: Forget headphones; imagine completing homework or writing your novel (finally!) with white noise coming from gently crashing of waves courtesy of the Hansen desk. Built-in electrical outlets allow you to pick ideal workspaces to ignite creativity.

Selling:  The Hansen desk lets you do work from anywhere!

Takeaway: Practice creating five-second stories for products.

Creative elements

Creative elements are ways to make a product less assembly line. Most clients appreciate creativity as long as it isn’t “too creative”. Groupon’s copy is highly creative and does the nearly impossible job of also being funny. Once their style guide became available online, the mystery of how Groupon balances imagination and humor was solved.

Whatever can be tied to the product works if it comes across as a natural progression of thought; too much of a stretch, and it’s struck. For example, ‘Bob the Unicorn made a mad dash for Delilah’s gluten-free ice cream down a glittering rainbow,’ does not work because the association is not clear. A unicorn is not normally a match with ice cream.  Squirrels would make a better choice, only if there is some sort of nut offering on the menu. Bernice the Squirrel happily waits in line for the nutty deliciousness of Delilah’s gluten-free praline ice cream.

Takeaway: Write down the most common product associations to give your imagination practical guidelines.

 

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LAST DAY TO SAVE!
The Early Bird deadline ends today

Coral Gables, Fla. (April 22, 2016) — TODAY is your last chance for a discounted Early Bird registration to the International Congress of Esthetics and Spa, Dallas, Texas!

Rising high and aspiring toward your greatest goals, the 2016 Dallas Congress is all about inspiring you to make a difference in your business and your clients’ lives.

Electric Main Stage presentations, a thriving Exhibitor Hall, specialized Conferences, Demo Stages and Product-Focused Training classes await you on May 15 and 16 at the Arlington Convention Center!

Register today and pay only $70 for a 2-day pass.


Let’s connect over our shared passion!

See our EDUCATIONAL LINEUP, mark your calendar and register now!

Les Nouvelles Esthétiques & Spa and Dermascope magazines co-sponsor 4 International Congress of Esthetics and Spa educational conferences annually in Miami Beach, Fla., Dallas, Texas, Long Beach, Calif., and Philadelphia, Pa. Dallas, May 15-16, is the second show for 2016.

For more conference details and registration, visit LNEONLINE.com.

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