You're not concerned about whether they'll be able to keep up with the payments or afford whatever repairs might be necessary. You're not wondering if they'll be happy there, or if their children will be safe there.
If you just sell houses, you're just thinking about the commission check.
On the other hand, if you're helping people buy, you're concerned with their future happiness.
Before you show homes you'll learn what your buyer really can afford - and you won't push him or her to stretch beyond that comfort zone. If your buyer has a tight budget, you'll choose houses that you can see will probably not demand repairs for at least a few years.
You'll talk to your buyers about their lifestyle and learn where they work, so that you don't encourage them to choose a home that means a long commute either to work or to school.
If they have children, you'll check out the offender websites. You may not be allowed to disclose what you find (depending upon your State laws) but you'll encourage them to do their own checking.
If they've told you that they long to have a big fenced yard for a dog or room enough to plant a big garden, you won't push them toward a home with a postage-stamp sized yard - even if it IS your listing.
If you're really helping people buy homes that they'll love for years to come, your buyers will know, and they'll talk about your outstanding service. Then referrals will come your way.
But in the meantime, the copy on your website and in your other sales materials should reflect your dedication to serving your customers.
Stress the fact that you listen. Stress the fact that you care most about finding the right home for each of your buyers. Talk about the ways you serve. Offer articles and reports that give advice on deciding how much to spend for a home and things to consider before choosing. Create blog posts that give sound advice, especially for first time buyers.
Stop and take a look at your website right now... does it convey the service you really provide? Or does it make you look just like every other agent who is out there trying to sell a house with no concern for the buyer's consequences?
If it doesn't demonstrate who you really are - and the service you provide - it's time for a makeover.
About the Author: Marte Cliff is a Freelance Copywriter who specializes in writing for real estate and related industries.
She'll help you with one letter, or an entire marketing plan. For Real Estate agents and brokers who are ready to get full value from their websites, she'll be happy to put together an entire package - from the web copy to the lead generation packages that make an agent's phone ring.
For busy agents on a budget, Marte offers pre-written letter sets for use in postal mail or in e-mail continuity campaigns. See the selection at http://www.copybymarte.com/pro/prospecting.html.
Marte's weekly ezine for real estate professionals offers tips and hints for building a successful business. To subscribe, and to see other resources available for real estate sales professionals, visit her at http://www.marte-cliff.com/RealEstate.html.