Want the perfect professional profile? Buy it

NEW YORK – June 2, 2009 – Writing eloquent real estate ads is an art, and one of the best wordsmiths in the business is Valerie Haboush, a New Yorker whose clients include some of the most successful real estate brokerages in the world: the Corcoran Group, Prudential Douglas Elliman, Sotheby’s International Realty, Warburg Realty, Brown Harris Stevens and Halstead Property.

These days Haboush is focusing on profiles of real estate professionals. “My motto is, ‘No one’s new in … real estate. [If you are] no one will use you,” says Haboush. “ So if you’re really new, we talk about your former career and just don’t use dates.”

Other rules for writing the perfect practitioner profile: Never mention politics or religion. And never hesitate to throw in a few clichés.

For instance, “first-time buyers, burgeoning families, investors and public figures alike” have benefited from the your “attentive, discreet service, and patient yet persistent approach.”

Or try this turn of phrase: “He will simply not rest until the transaction is complete, and the experience exceeds all expectations. Whether helping a seller market a property aggressively to get the most exposure and highest price, or working closely with buyers to expedite the search for the home of their dreams, he makes deals happen.”

Sure you could write your own, but would it be this good? Brett Miles, an associate for Brown Harris Stevens, said that’s unlikely.

“A lot of brokers write their own copy, but it takes forever and it’s a lot of brain damage,” Stevens says.

Source: The New York Times, Eric Konigsberg (05/22/2009)

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