Why Words Matter More Than Ever
Attention is currency—and the words you choose determine how much you earn. Real estate prospects are inundated with messages, but it only takes a few well-placed words to stand out.
According to HubSpot, using emotionally driven and actionable words can increase click-through rates by up to 38%. Whether you’re sending a postcard, email, or running an ad, small shifts in language can lead to big results.
“The difference between a sale and silence often comes down to a single word.”
— Donald Miller, Author of Building a StoryBrand
The 4 Power Words Agents Should Be Using
1. Free
It’s one of the most persuasive words in marketing—because it lowers resistance. Offering a free home value report or free market guide makes your offer feel risk-free and valuable.
In fact, HubSpot found that subject lines using “free” increase open rates by up to 26%.
2. You
The word “you” instantly personalizes your message, creating a conversational tone. For example: “You’ll love what your home is worth this fall” outperforms generic phrases.
Mailchimp reports that personalized language like “you” boosts email engagement significantly.
“The words you use become the house you live in.”
— Hafiz, as quoted by brand strategist Bernadette Jiwa
3. Proven
“Proven” adds instant credibility. It tells your audience your strategies have worked before—and will again.
Try: “Our proven marketing system gets listings sold 37% faster.” It makes your offer feel less like a pitch and more like a promise.
4. Now
Urgency motivates action. “Schedule your free consultation now” or “Get your fall market update today” helps prospects act without delay.
Campaign Monitor reports that CTAs using words like “now” and “today” convert 22% higher than those without urgency.
“Words matter more than ever—especially when you’re one of hundreds competing for attention. Make them count.”
— Ann Handley, Chief Content Officer, MarketingProfs
Bonus Tip: Stack Your Words
Want to boost response rates even further? Combine power words for exponential impact.
Try: “Get your free home value report now” or “A proven pricing strategy made just for you.” Stacking these words reinforces trust, value, and urgency all at once.
✅ Action Steps
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Review your last 3 emails or postcards—can you add one or more of these words to strengthen your message?
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A/B Test your subject lines or headlines: “You’ll love this” vs. “Buyers will love this.”
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Create a free offer you can promote consistently—like a home value report or staging consultation.
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Use “proven” in your listing presentation materials or testimonial headlines.
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Include “now” in your call-to-action buttons or closing lines on direct mail and landing pages.
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