When it comes to this digital age of iPads and augmented reality, it can be easy to overlook the importance of words. However, if you take a second to examine the world around you, you’ll see that their presence is as strong as ever. Despite the technology of today and the power of well-designed visuals, words are still the foundation for all communication strategies. From blogs of many paragraphs to tweets of 140 characters, even social strategies require you to communicate with the written word.

There are four basic principles that make writing compelling copy a little easier to accomplish. Remember these Cs, and you may find writing to be a simple task to complete.

Be Concise
Get to the point without losing your reader. You don’t have much time to grab their attention and retain their interest.

Be Creative
There is a time for humor, although humor is a tough nut to crack. There is also a time to be serious, caring, passionate, and any other emotion that compelling copy may require. Immerse yourself in the product you’re promoting and familiarize yourself with the tone needed to convey it properly.

Be Compelling
Compelling doesn’t mean you have to insight a riot in support of your stance. It just means that your copy needs to get the point across without lulling your audience to sleep. At times, it may be a good idea to write the way you talk. Other situations may call for technical writing or a dramatic tone. But, always tell the story.

Be Clear
You need a call to action. Tell the reader what it is you want from them. This goes for everything from print media to social media. It’s been said that if you’re in social media and aren’t moving the bottom line, then it’s just a hobby. Of course, don’t hard sell your social media contacts, but don’t be afraid to tell them what you’d like them to do next either. And finally, don’t use a 50 point word when a five point word would suffice.

Have you noticed that copywriting is still an essential part of a complete communications strategy? What techniques do you use to keep your copy on target? The comments are yours.

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Hope you enjoyed the highlights from REtechSouth 2010. Of course, there’s a few people I missed like Jeff Turner, Hal Lublin, Brad Nix, and a number of others. We’ll see if I become a faster draw with the Flip over time.

So, you can tell it was a good time, but what was learned? What did the various real estate agents in the building take away from the event? After all, that’s what these things are for right?

I can’t speak for everyone in attendance, nor did I attend every session, but I can share a few tidbits of knowledge that I picked up from REtechSouth 2010. When I read the wrap up of an event, I like quotes or “nuggets” of worthwhile information, so that’s what I’ll present here. Click on the name of each presenter to find them on twitter.

Jeff Turner – Transparency is for Amateurs

Have you ever noticed the amount of photos tagged on facebook of someone with their head in the toilet? How about real estate agents trashing other agents or griping about their clients online? Yeah, it happens… a bit too much. The message: Folks, that’s not transparency, that’s dumb – and you need to know the difference. Filter your online conversation by making sure your comments and content follow these four guidelines:

1. Is it truthful?
2. Do you have clear motives?
3. Is it the right content?
4. Does it impact trust?

Of course, there’s nothing like seeing the presenter in person, but you can find Jeff’s presentation here.

Brian Copeland, Todd Carpenter, Sherry Chris, Pete Goldey, and Dan Green moderated by Matt Fagioli - State of the REunion

Todd Carpenter: Todd made a great analogy that I think people should use more often. He used Champ Bailey, a former Georgia Bulldog and top tier NFL cornerback in his analogy. The point was this – the cornerback is responsible for defending wide receivers and often times he gets burned and gives up a big play. But, he’s got to have a short memory and come back strong on the next play. The same goes for a quarterback who throws an interception or a pitcher who gives up a homerun. You can’t dwell on the mistake you just made. Learn from it, get over it, and make a big play next time.

Brian Copeland: I love the straight forward, no frills attitude of Brian Copeland. He tell’s you how he does it and he’s good. So…

• His buyer’s agreements are set for 30 days. That’s plenty of time to get things done.

• Listing agreements are 30 to 60 days. Again, that’s enough time to get it done.

• If it’s not selling, he doesn’t adjust the price from $325,000 to $320,000. He’s dropping it to $299,900. Why? Because that’s a whole different price point. That my friends, makes total sense to me. If people aren’t interested in that house at $325,000 they’re probably not interested at $320,000 either… it’s all about the price point.

• You’ve got to become a “Media Agency.” Share as much as possible with the client and know how to do it all.

Sherry Chris: A great, practical nugget came from Sherry. You’ve got to let your clients know the way they see a house has to change. In today’s market, you’ve got to look at your house as just that – a place for you and your family to live and call home. Stop thinking of it as an investment because – it may change, but – that’s just not how it is right now.

Tom Ferry – Getting Gen X and Y Clients Offline and Into a Home

Of course, if you’ve seen Tom Ferry in action, you know he rocks! This guy was energetic and motivational. If nothing else, he motivates you to think about the things you’re suppose to be doing… well, not think about them, do them!

• Thanks to Tom, I’ve got a new saying. It’s called GSD. GSD = Get Shit Done. Plain and simple. Ideas are meaningless if you don’t take action.

• Stop telling everyone the market is great. In reality, “How’s the market” depends on what they are trying to do. Are they buying, selling, investing, or renting?

• There are Four Addictions that Kill Your Dreams. Don’t give into these.

1. Addiction to the opinions of other people. It’s when you care so much about what everyone else thinks, you stop short of your dreams.
2. Addiction to the past.
3. Addiction to drama. (Ladies…)
4. Addiction to worry. (Gentlemen…)

Ilyce Glink – A Sneak Peak at Tomorrow’s Real Estate Buyers and Sellers

Ilyce made a great presentation on tomorrow’s real estate buyers and sellers – namely Gen X and Y. I’ll be honest and say I didn’t take too many notes on this one because I’m a borderline Gen Y myself. However, she was awesome. Her delivery kept us intrigued and the content was great. She was also fun to hang out with while she signed books or posed for a few photos with the crowd.

What Did You Think? What Will You Do?

There was some much information at this event, I couldn’t possibly put it all here. That and the fact that I didn’t attend every session. So, as real estate agents who seek more knowledge and insight into using technology to better their business, I encourage you all to follow these guys and gals on twitter. Get to know them and learn as much as you can. Then, don’t just think about it, do it!

If you attended REtechSouth 2010, feel free to add to this wrap-up in the comments. What sessions did I miss? What important information did I leave out? If you didn’t attend, what did you learn from this post? Which part of this information are you currently experimenting with or planning to try?

Thanks to Brad Nix and crew for a great event.

Related posts:

1. How to Get the Most out of a Conference – RETechSouth Edition
2. Real Estate Agents – Here’s the Daily Insight You Need

I think conferences are very worthwhile and valuable. If you schedule your time right, you get the insight you crave (you do want to learn right?) plus a great opportunity to meet and network with folks – some you’ve met online, some you don’t know from Adam.

I’m pretty pumped about my first real estate related conference, so what’s going to go down at this year’s ReTechSouth? Well, first let’s talk about how to get the most out of any conference. Here’s how I do it.

Knowledge

Of course, you attend conferences expecting to come away with some valuable insight. You attend the keynotes and listen to speakers expecting them to drop knowledge. That’s exactly what you should expect. But, regarding knowledge and learning, you’ve got to go a little further than that. Here’s a few tips.

• Most speakers will hang around for a few minutes after their presentation. If you have a question, approach them. Don’t talk them to sleep, but get a quick response on an issue you’re curious about.

• Take notes, but ask the speaker if they have their presentation available to you. Some will give you a link while others will email the file. Either way, it’s nice to have the presentation itself. You may even want to ask the speaker if it’s available to you before hand, which helps you decide whether to type like a mad man or save your energy.

• Feel out the speakers and the gurus at the event. If you have time to get them one on one, go for it. Again, don’t wear out your welcome, but be brave enough to approach people and spark up a conversation. Sometimes the tidbits of information you learn by talking to them one-on-one or in a small group can be just as valuable as hearing them speak.

• If you don’t feel like you’re learning much more than you already knew, consider it motivation or a refresher and go back to work with a new sense of urgency – a new energy to get things done.

Networking

Networking is perhaps equal in value to actually hearing speakers. For one, it’s just fun. It’s nice to meet new people, hang out, and shake hands with people you’ve tweeted or facebooked in the past. So, get to know each other, take pictures, and make the conference an experience you’ll remember.

Now, What Should We Expect at ReTechSouth?

Being a marketing and social media professional, I expect that I’ll fit right in at a real estate technology conference. I don’t think I’ll be overwhelmed with information concerning social media and marketing, but I do hope to see some examples and possible case studies of real estate companies using these mediums to their advantage. I’m also interested to see what apps and gadgets are bringing new technology to the real estate world and hopefully real world insights concerning their use.

I’m also hoping to network with people I’ve met online and those I’ll be meeting for the first time. It’d be especially cool if anyone recognized me from AgentGenius and made it a point to say hello.

So, I’m taking my flip, my camera, and if I meet you, you might be on video! I’ll be reporting back after RETechSouth with an update about the goings on in Atlanta.

How do you prepare for a conference? If you’re going to RETechSouth, what are you expecting to find? If you’re already there, what’s your first impression?

Related posts:

1. Real Estate Agents – Here’s the Daily Insight You Need

It’s probably still true that the best way to learn most anything is through experience – being thrown in the fire or voluntarily diving right in are both admirable options. The only option I don’t recommend is to sit and watch the times and technology pass you by. However, the world moves at a swift pace these days. It’s tough to keep up with the inventions and innovations of today’s high-tech world. By the time you think you’ve got one tool figured out, it’s time to master the next app for that. But, how do you jump in and stay ahead of the curve, if you don’t know what to jump into?

If you’re a realtor, you join agentgenius.com. Why? Two reasons jump out at me. First, they do indeed keep their readers up-to-date on the latest tools – both beneficial and simply interesting. From new technology for real estate agents to the latest, greatest apps, they cover pretty much all the bases. But, reason number two is the kicker. Those tools they introduce to you and those apps they bring to your attention – they tell you how to use them! I know… awesome concept right? Real estate friends, that’s what you have got to understand about marketing and social media – it’s not about the tool itself, but how you use the tool that matters. AG does a great job of not just writing about new things, but giving you examples of how you can use them to your benefit.

And of course, AG covers lots of other topics in the real estate industry that will be useful for you to chew on. Benn and Lani Rosales, with the help of other awesome contributors, have created an atmosphere conducive to learning, sharing, contributing, and networking. Not to be harsh, but realtor buddies, you needed this. Not all of you, but a whole lot of you. I’ve seen your business cards, your yard signs, and your commercials. But, it’s not too late! Agentgenius.com is easy to navigate. Browse around, read some articles, and leave some comments. After you get acquainted, read this, then go here and sign up. You’ll be glad you did. Trust me, as I pursue my interest in real estate and work towards my license, whether that leads to agent duties or primarily playing the marketing role, you’ll see me taking my own advice and hanging out at agentgenius.com a lot.

As a marketing guy, I read and comment on several marketing/social media blogs. As a real estate agent, you should get involved in this one.

Finally, what do you enjoy the most at agentgenius.com? What would you change? What other websites do you find useful for real estate agents who could use healthy discussion?

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Humor is great when the situation calls, but power is compelling. I love a commercial so powerful it doesn’t need words. Nike is great at this and here’s another excellent example. Plus, Adrian Peterson is an absolute monster. Hats off to Nike for another epic TV spot.

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Let me start this off with a quick rant. Man, has the internet changed or what? Yahoo use to be THE search engine. Then came Google. Then Google became a verb. Now Google is a – free for all, I need to rank on the first page – marketing battle.

But it is what it is and let’s face it. You do indeed need to rank on the first page. However, this doesn’t mean you need to spend a ridiculous amount of cash. Let me invite you to school yourself first. At least give it a shot. If that doesn’t work, then you can spend ridiculous amounts of cash.

So, either you’re a business and you need to rank up there to gain some attention from the searchers or you’re a marketing professional who needs to know SEO in order to help a client rank or at least recommend a plan of action. What I’m saying here is regarding organic searches. Pay per clicks and paid search campaigns are a whole ‘nother ballgame. Ya dig?

There are a few places I would start. The first one is seobook.com. This place has it all. I personally love the SEO tool bar provided here. It features a rank checker, an x-ray button to check meta tags, and lots, I mean lots more.

Next, you need to familiarize yourself with Google’s keyword tool. This allows you to type in a keyword and receive data on that keyword as well as many others. The data tells you how many times those keywords were searched in a month. You can also enter a website url and it will recommend keywords according to that website. It’s very useful for keyword research.

Of course, I can tell you the basics. First research and decide on appropriate keywords. Include those keywords in your meta title, meta description, and website copy. Get to blogging. Comment and leave your url on appropriate sites. But this is just the tip of the iceberg. I’m no expert so I can’t go too far in depth.

Did you think I’d leave you hanging there? I can’t give you an in-depth schooling but these people can. Follow them on twitter and read their blogs.

@aaronwall from SEObook
@stomperchris from Stompernet
@stoneyD from Pole Position Marketing
@jenniferlaycock from Search Engine Guide

So, there you have it. That’s how to school yourself in SEO. As far as I know, there isn’t an SEO degree or a Bachelors in Search Engine Optimization so if you want to learn it, you’ll have to do it online. Feel free to approach the experts and ask them for a consultation. @stomperchris schooled me on SEO via webinar and it was very helpful. See if you can get someone to do the same.

Just remember – don’t get too hyped up on keywords, links, meta tags, and whatever else. Content is key!

How did you learn the ropes in SEO?

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