How to Increase Marketing Conversion with Copywriting

In the past two months, I generated 62 leads by directly marketing to homeowners. By implementing a few simple tactics, I saw an almost instant 400% increase.

While these are mortgage leads, they’re still homeowners. The principles I’m about to share can be applied to any niche—whether it’s mortgages, real estate, or beyond. And they work across all types of direct marketing—mailers, ads, cold calling—you name it.  My choice of poison is cold emails.

Give me the secrets!

Every form of marketing involves some level of copywriting, whether it be video creation, mailers, sponsoring events, open houses, etc. Improving your copy can significantly boost your marketing efforts.

Here are the steps we will go through to maximize your marketing conversion:

1. Identify Your Audience
2. Create an Irresistible Offer
3. Write Compelling Copy
4. Reap the Rewards

Let’s get into it!

Step 1: Identify Your Audience

This part is going to depend a lot on what kind of marketing you are doing to get business. The idea is to figure out who you’re speaking to and how you can attract this audience.

Some examples could be:

• Parents at the local baseball game you sponsor
• Mailers target for sale by owners (FSBO) listings
• Ads aimed at people looking into real estate
• Cold calls to expired listings
• Social media videos that engage your local community

This list can go on forever. There are a million ways to get business. What’s important to remember is that every marketing approach requires carefully chosen words to connect with your audience.

Step 2: Create an Irresistible Offer

Now that you know who you’re targeting, it’s time to create an offer. Ideally, this offer should speak to their biggest pain points.

Here’s a simple framework:

1. Identify the dream outcome: Think about what these people really want. This is going to depend on who your audience is and the people you’re targeting. Maybe they’re overwhelmed by the home-selling process, or the kids are getting older.
2. Solve a specific problem: Think about what’s stopping them from getting that outcome. Your offer should take away that frustration.
3. Make it irresistible: Your offer should feel like a steal—something they can’t pass up.

Some examples include:

• Mailers to FSBOs: A guide on how to market their homes and avoid common mistakes FSBO sellers encounter.
• Cold calls to expired listings: Offer a free consultation to uncover why their home didn’t sell and how to fix it.
• Ads towards people looking into real estate: Offer a case study on how one of your clients saved X dollars by doing XYZ.

By making your offer specific to your audience, you will increase the chances that they will take action.

Step 2: Write Compelling Copy

I’m not lying when I say this is one of the most important parts of this whole process. Great copywriting should be clear, direct, and action-oriented. It needs to focus on the benefits while speaking to a specific audience.

Here’s an example:

Hey John,

Reaching out because I saw you had your home listed for sale on XYZ Banana St. 

I’ve been working with a couple of for-sale-by-owner listings like yours and have sold them an average of $15K over the asking price.

Mind if I share some more information?

Whether it’s an email, text, cold call, or mailer, this example is focused, value-driven, and easy to act on.

The hack for every piece of copy

Time and again, I see real estate agents overcomplicate everything to look smart. A quick stat: 54% of Americans read below a 6th grade level. Simplifying your language can double your response rates.

Here’s what I do:

1. Draft Quickly: Write your ad, script, email, or whatever it is without overthinking.
2. Simplify: Use tools like the Hemingway App to check the reading level. Aim for a 4th-grade level. Yes, even complex topics like mortgage offers can be simplified. Trust me, it works.

By now, you should have a good marketing piece. It should speak to a specific audience, be clear, and have a 4th-grade reading level.

It’ll take time to nail your audience, the offer, and the copy. But it won’t take long to confirm that your wording is at a 4th-grade reading level.

And in case you’re curious, yes this article is a 4th grade reading level.

P.S. Don’t ever lie in your copy! State the facts and let the truth do the talking.