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The Ultimate Secret Weapon For Realtors & Brokers

By Sarah Layton
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Up until now, I have been very secretive about the phrases and specific techniques that I use in the copy that I provide my clients.

Sure I tell you all that I use powerful neuro-linguistic programming (NLP) techniques which hypnotize people into taking action without them ever knowing why. However, I have never divulged any specifics of the phrases or words that I use to make that happen.

In total, I have 22 go-to words and phrases that I use constantly in your listing descriptions, blogs, neighborhood profiles, and professional bios. Just like any magician, I can’t share all of my secrets with you.

However, I’m feeling particularly generous today which is why I have decided to share three of them with you which you can start to incorporate into all of your real estate content if you are writing it yourself.

Each of these phrases is backed by extensive scientific research and have been proven time and time again to play on a person’s psyche and practically force someone to take action when used correctly. As someone that is in the business of getting everyone around you to take a pre-designed action, I’m sure you can understand how invaluable a weapon like this is.

Each of these phrases can be used to convert your targets in million places including:

  • Your real estate blog

  • Listing descriptions

  • Social media posts

  • Email campaigns

  • Listing presentations

  • Neighborhood profiles

  • Your professional bio

  • Your website content

The most amazing thing about each of the three phrases that I’m about to reveal to you are that they are completely undetectable. As your targets read your content, they will have no idea that they are being psychologically manipulated into doing whatever it is that you want them to do.

Obviously, I use these phrases in my own content and I can’t tell you how many times I have had people call me and say something like “I have no idea how or why I am calling you but please let me give you my credit card now so we can get started right away”.

Just imagine what it would be like if you had your targets calling you asking you to please list their home, or allow them to join your team in that same way! What would that do for your business and life?!

It’s pretty exciting to think about eh?

So next time you are getting ready to write any copy for anything in your business, make sure you find a way to incorporate at least one of these powerful phrases.

Phrase One: “I bet you’re a bit like me…”

This phrase is particularly good at tricking people into feeling a way that you want them to feel in order to make them take an action that you need them to take. It also helps them to relate to you on another level and spark a deeper level of trust in you. However, you must be careful to select scenarios and outcomes that are plausible given your target audience.

Phrase One In Action

Given the nature of what you do, it is shockingly easy to work this phrase into your copy in a casual way. Let’s say you’re writing a post for your real estate blog about getting a house ready to be sold.

You can work phrase one into the copy in endless ways to subconsciously get your audience to feel as though you are one and the same. Here is an example of how I would do this:

“When it comes to daunting tasks and massive projects, I bet you’re a bit like me in that you wonder where you will find the time to get it all done.”

From that point, I would continue to play off of the common pain points of a busy seller that would feel overwhelmed trying to do everything themselves and could save a ton of time, energy, frustration, and money by outsourcing the project to an expert.

Phrase Two: “Are you open-minded?”

Being closed-minded is not something anyone is proud to admit. That is the beauty behind the way that phrase two plays off of the ego of your readers.

When you are attempting to get people to see things your way, you can use this phrase to manipulate them into doing so. All you have to do is ask them if they would be open-minded to experiencing a result that they already desire, and then explain how taking your preferred action will bring that about.

Here is how it breaks down into a formula:

Phrase + the action you want them to take = their goal/desired outcome

This technique has been used for decades to get people to adopt an opinion as their own without realizing that it is actually yours and the one that you need them to have in order for you to close the deal.

It is exquisite in its simplicity and power.

Phrase Two In Action

Let’s say you are targeting newbie investors, hoping to earn clients that will lead to a ton of repeat business.

Obviously, people are nervous enough about buying a house to live in, much less as their first financial investment.

This phrase will work whether you are including it in your sales copy, content, or in person.

Here is an example of how you can insert phrase two into your repertoire:

  • Would you be open-minded to growing your retirement account in a way that is less traditional than stocks but is also less risky and promises even better long-term gains?

Right off the bat, your target is eager to be open-minded to whatever you say but when you follow it up with something that taps into their goals, it is hook, line, and sinker.

Phrase Three: “What questions do you have for me?”

This is a classic example of a timeless sales technique in which you remove the option of saying no and force your target to choose between options that are in your benefit. Rather than asking your audience if they have any questions for you, ask them what questions they have.

Phrase Three In Action

I love this technique in real estate blogs, social media posts, and email campaigns because it is perfectly structured to provoke engagement from your audience.

For even better results, I strongly suggest that you offer up further direction about the types of questions that they might have. Remember, the more engagement that you get on social media posts and your real estate blogs, the better they will perform and the stronger your relationship will be with subscribers and followers.

However, let’s say you are face-to-face with an agent you’re trying to recruit or at a listing appointment, at the end of your pitch you can use this question to do two things:

  1. Find out what your target is looking for from you so that you can show them that you’re the answer to their prayers.

  2. Close the deal. If they say they have no questions, your immediate response should be to get them to sign on the dotted line. If they hesitate, you simply ask them what they would need to close the deal right now and provide it…then close the deal.

For even better results, I strongly suggest that you offer up further direction about the types of questions that they might have.

So there you have it, three of the most powerful phrases in the English language that you can now use to hypnotize your targets into trusting you, hiring you, or taking any action that you wish. When used correctly, each of these phrases will serve as secret weapons that give you a wildly competitive edge. Not only have they done wonders for my business, but they have played a huge role in my clients’ businesses too.

Now, since I have given you a window into one of the most private elements of my services, I have to ask you to return the favor by incorporating at least one of these phrases into your work TODAY. I don’t care if it is a blog post, social media post, marketing email, listing description, or conversation with your prospect. Just get in the habit of using them right away and feel free to drop links to those posts below or tag me in them. I live to see you all benefiting from my work...it is truly what I get out of bed for each morning.

Real Estate Listing Descriptions | Listing Descriptions That Sell - Sarah Layton