The traditional advice for copywriters, of course, is to engage readers by focusing on problems rather than benefits. For example, software marketers shouldn't talk about RAM or gigabytes. They should describe how the software will allow a client to pull a report in half the time (solving, say, a customer service problem).

Now I can't quibble with this counsel. It's spot on. Unfortunately, it just doesn't go far enough. In truth, a host of techniques can improve your readability. Here are seven of the best:

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Looking for new ways to boost retention, grow your business, and keep up with new technology? Read on for advice from leaders of successful real estate companies.

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Keeping pace

Independent real estate companies typically have two great strategic advantages over their regionally or nationally branded competitors: name recognition as a homegrown brokerage and a longtime, loyal clientele.

But those advantages can erode against the deep-pocketed resources of big companies if independents aren’t vigilant about branding and strategic networking, brokers of successful independents say.
Structuring support staff and technology to keep sales associates in the field selling rather than grappling with non-value-added issues is also key, because independent brokers have little margin of error when big powerhouses are spending lavishly to pull in customers.

Here’s how five independents keep their edge against bigger competitors in branding, networking, technology, and retaining support staff.

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1st Online Realty Solutions has developed a combination of technologies and services to provide the hyper-local solution brokers need to become the authoritative hub and source of first resort for the information of interest to their customers and partners.

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To increase their exposure and generate leads, many real estate professionals are participating in online community Web sites and blogs.

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