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Stop Talking Like an Agent: How to Sound Human Again
How to Write Real Estate Messages That Sound Human
You've heard the phrases a thousand times. Heck, you may have even said them a few times yourself: "I'm your trusted advisor." "I offer five-star service." "The market is hot!" It’s the ubiquitous language of real estate. It’s what we call "Agent Speak."
Here’s the harsh truth: While you're trying to sound professional and polished, you’re actually sounding identical to every other agent in town. When your messages like listing descriptions and follow-up emails all blend into a sea of clichés, clients don’t lean in; they tune out. They’ve heard it all before.
Here’s the kicker: Most agents don't lose leads because they're saying something that’s wrong. They lose them because they're saying something that’s forgettable. Stop reciting the perfect script and start connecting as a person. The goal isn't to be the agent who gives a flawless pitch; it's to be the agent that people like your friends, your past clients, and (especially) your leads actually want to grab coffee and chat with.
Speak to People, Not Prospects
Let's be honest: your prospective clients are drowning in real estate marketing. Another generic "market update" or "I'm your resource" is primed for the delete button. Without being opened, these kinds of email are headed for the trash…unopened.
The secret to messages that actually get read (and responded to) isn't better marketing—it's zero marketing.
The most effective real estate communication sounds like a conversation, not a broadcast.
Imagine you're sending a casual text to a friend. Be relaxed, warm, and easy to read. That simple mindset shift is the only strategy you need.
The Real Difference:
Look at these two approaches. Which one feels like a human interaction, and which one feels like a robot?
🤖 Agent Speak (The Broadcast)
“Hi! I just wanted to reach out and let you know I’d love to be your go-to real estate resource for all things housing-related. The market is moving fast, so now is a great time to make a move!”
🗣️ Human Speak (The Invitation)
“Hey, just wanted to say hi and see how you’re doing. Things are busy out there right now, but if you ever want to talk about what’s happening in your neighborhood, I’m here
Drop the Script and Start a Conversation
A lot of agents think follow-up is simply about sending a message. If that’s how you feel, you’re not missing the point; you’re missing the entire goal. That "check the box and move on" approach kills opportunity.
Great follow-up is more than a task. It's a relationship engine. It's a conversation starter that breaks through the noise. What it is not is a closing statement that ends the connection.
Here's your proven secret weapon for authenticity: Ask a question. Because what does a question demand? An answer.
Don't just share information; prompt engagement with local, relevant topics:
You're not just building engagement; you're cementing your status as a trusted community member and a go-to agent who is interested in them and their feelings.
Ready to get your database in shape?
Avoiding the “Professional Credibility” Trap
Stop worrying about being overly casual or funny if that's not genuinely you. Your goal isn't to change your personality; it's to simply sound like a human being. But you want to sound “professional,” not like the stereotypical “best buddy”
The difference between being deleted and being read often comes down to these authentic touches. Here’s how to inject your genuine personality without ever going "off-brand":
Even these small changes make a massive difference.
Example: The Power of Relatable Humor
Instead of a generic check-in email; try this:
SUBJECT: This made me laugh today
Hey {{c.first_name}},
I saw a listing today with “cozy” used three times in one paragraph. I couldn’t help but laugh. We've all seen those “creative” descriptions! It reminded me to never get lackadaisical in this business.
What’s the funniest ad or awkward description you’ve come across lately?
Talk soon,
{{u.first_name}}
This approach is simple, relatable, and instantly memorable. That's the formula that ensures people keep opening your emails, not because you always say the right thing, but because you are thinking of them even when you’re not trying to sell them something. That’s why they’ll remember you when they are ready to make a move.
The “Professional Credibility” Trap, and How to Avoid It
Many agents believe they need to sound overly professional to earn credibility. They end up sounding robotic—and completely forgettable.
Here’s the truth: Professionalism doesn’t require distance. People want to work with approachable experts, not cold authorities. Your goal is to be credible AND friendly.
If you find yourself writing phrases you would never say out loud in person, stop and start over. That stiff language is actively pushing people away.
Replace generic, formal sign-offs and phrases with language that creates a real connection. These little tweaks instantly make your messages sound like they came from a person, not a brochure.Instead of the stiff, professional phrasing:
Try these more approachable, expert alternatives:
Your clients are looking for a guide, not a textbook. Make these simple swaps today and watch your engagement (and your warmth) soar.
Keep It Simple
No offense, but here's the hard truth: Most people don't read your messages. Sorry, but the truth is they scan them. If your email looks like a gray, boring wall of text, it’s instantly deleted.
Your job is to make the message effortless to consume. You need to strip away the fluff so your clients can finally hear you.
Use this checklist to guarantee your message gets read:
If you wouldn't read it yourself, don't send it.
When you focus on connection over content volume, your response rates will dramatically increase. Clarity is currency.Consistency Over Perfection: The Rule of Showing Up
Stop waiting for the perfect message. You don't need to nail every single email or text. What you need to do is be there — Show up.
The biggest mistake is waiting for the ideal wording or the perfect market insight. This hesitation guarantees silence.
Your job is simple: Be present. Send messages that make people smile, think, AND remember you.
When clients hear from you regularly in a genuine voice, they begin to build trust. That’s crucial because trust is the single ingredient that generates referrals and repeat business.
Don't chase perfection.
Chase consistency. That's how you win.Wrapping It Up: Real Beats Perfect Every Time
The truth is, the best marketing in real estate doesn't sound like marketing at all.
It sounds like a real person reaching out for a real reason.
When you stop talking like an agent reading a script and start talking like a trusted friend or neighbor, you won't just notice a subtle change. What you’ll see is a profound shift in your business:You don't need to reinvent your voice or adopt a fake persona. You just need the courage to use the genuine voice you already have. That is the key to unlimited referrals and repeat business.
Ready to get your database in shape?