This article consisting of a collection of different real estate quotes will be different than anything else you might have encountered.

Yes, you will find many different real estate quotes.

Still, this time, the different quotes will be aligned to be persuasive and thus boost your conversion rates with potential and existing clients in various marketing materials and channels you might use.

Therefore, I will first establish rules and criteria in the context of persuasion power and analyze and prioritize real estate quotes concerning different marketing applications.


The Two Criteria and Rules for Prioritizing Real Estate Quotes for Marketing Purposes

What is the purpose of using real estate quotes for your marketing?

Let’s start from the beginning. 

A critical principle in advertising is showing evidence and selling facts.

Why? Because each potential client needs to be convinced that what you offer is of value to them before getting into a transaction with you.

And one thing you can do is provide persuasive evidence.

This evidence includes facts, testimonials, figures, endorsements, charts, videos, research, and quotes. 

However, remember that the quotes should be from respected intellectuals and professionals.

Therefore, the first criterion should be that your real estate quote comes from a well-known and respected professional or intellectual.

The second criterion or rule is that your potential target clients will be able to relate to the quote.

A quote that you use in your real estate copy or on social media won’t do much if you post, let’s say, nice motivational quotes that come from Mr. Nobody and target potential buyers or sellers with them when the actual target should have better been your fellow real estate colleagues.

For a real estate coaching business, this would be another story.

For the collection of quotes below, I only included those that follow these two rules.

As you will see, most of the existing quotes are addressed to potential buyers.

There are only a few quotes that could be applied to persuade sellers. 

I also only included quotes from someone well-known to unfold the persuasive effect. 

To be considered “well-known,” I researched the authors of each quote and checked if there existed at least a Wikipedia entry.


20 Vetted Real Estate Quotes to Use for Marketing to Sellers

“There have been few things in my life which have had a more genial effect on my mind than the possession of a piece of land.” – Harriet Martineau

“Now one thing I tell everyone is to learn about real estate. Repeat after me: real estate provides the highest return, the greatest values, and the least risk.” – Armstrong Williams

“If you don’t like where you are, move. You are not a tree.” – Jim Rohn

“Real estate is an imperishable asset, ever increasing in value. It is the most solid security that human ingenuity has devised.

It is the basis of all security and about the only indestructible security.” – Russell Sage

“If you’re not going to put your money into real estate, where else?” – Tamir Sapir

“Current real estate prices aren’t high because they have been driven up by irresponsible speculation as was often the case in the past.

Prices have risen because a constantly increasing population with money to invest has been created – and continues to be created.” – J. Paul Getty

“Most homes valued at over $250,000 have a library. That should tell you something.” – Jim Rohn

“A man complained that on his way home to dinner, he had every day to pass through that long field of his neighbors.

I advised him to buy it and it would never seem long again.” – Ralph Waldo Emerson

“If you don’t own a home, buy one. If you own a home, buy another one. If you own two homes buy a third. And lend your relatives the money to buy a home.” – John Paulson

“The best time to buy a home is always five years ago.” – Ray Brown

“Buy on the fringe and wait. Buy land near a growing city! Buy real estate when other people want to sell. Hold what you buy.” – John Jacob

“Don’t wait to buy real estate. Buy real estate and wait.” – Will Rogers

“I advise women to invest in real estate. It is the collateral to be preferred above all others, and the safest means of investing money.” – Hetty Green

“It is a comfortable feeling to know that you stand on your own ground. Land is about the only thing that can’t fly away.” – Anthony Trollope

“Real Estate investing, even on a very small scale, remains a tried and true means of building an individual’s cash flow and wealth.” – Robert Kiyosaki

“The wise young man or wage earner of today invests his money in real estate.” – Andrew Carnegie

“Ninety percent of all millionaires become so through owning real estate.” – Andrew Carnegie’s

“Real estate cannot be lost or stolen nor can it be carried away. Purchased with common sense, paid for in full, and managed with reasonable care it is about the safest investment in the world.” – Franklin D Roosevelt

“I will forever believe that buying a home is a great investment. Why? Because you can’t live in a stock certificate. You can’t live in a mutual fund.” – Oprah Winfrey

“Every person who invests in well-selected real estate in a growing section of a prosperous community adopts the surest and safest method of becoming independent, for real estate is the basis of wealth.” – Theodore Roosevelt


3 Vetted Real Estate Quotes to Use for Marketing to Buyers

“Buyers decide in the first eight seconds of seeing a home if they’re interested in buying it. Get out of your car, walk in their shoes and see what they see within the first eight seconds.” – Barbara Corcoran

“The problem with real estate is that it’s local. You have to understand the local market.” –Robert Kiyosaki.

“Before you start trying to work out which direction the property market is headed, you should be aware that there are markets within markets.” – Paul Clitheroe.

Now, What To Do with the Different Quotes?

When you use Instagram and follow some real estate pros, you often see them used in a standalone form in different social media posts.

It is nice to read different quotes in memes and other posts, but is this an effective way to apply them in your real estate marketing?

I would say no.

At the beginning of this article, I mentioned that you want to provide persuasive evidence to potential clients to better convince them that what you offer is of value to them.

You can use quotes as persuasive evidence and want to use them as part of an offer you are trying to sell.

This means they are better used as an element of your overall real estate copywriting or piece of copy than just as a random standalone quote in a social media post or postcard.

One of the pioneer copywritersEugene Schwartz once said, “Copy is not written. Copy is assembled.”

See what I did here?

I am trying to convince you with a quote as an element of my writing to consider using quotes as an element of your real estate copywriting to strengthen your persuasion.


Where to Use Real Estate Quotes in My Real Estate Copywriting

One of the “assembling” methods of copywriting I’ve mentioned several times on my blog is the AIDA (attention, interest, desire, action).

Part of the “attention” element is usually the headline and the very beginning of the copy (the very first phrase or paragraph).

Quotes aren’t suitable for the headline, but you could use one as the first sentence. But it really must fit.

The “interest” element usually describes the problem, pain, or need; if you have a quote that can be aligned with that, it is better included in this section.

For example, if you target potential buyers that have the problem of being tired of renting, and you now want to emphasize and describe this problem to them, you can make it stronger by using this quote:

“It is a comfortable feeling to know that you stand on your own ground. Land is about the only thing that can’t fly away.” – Anthony Trollope.

The “desire” element of the copywriting principle describes the solution you have to offer.

If we stay with the same target client group, you might now describe how you specialize in finding the right place or property for first-time buyers.

You might include a quote in the next section but you don’t want to overdo it.

Besides that, I find that the next element, “Action” (meaning the call to action), is much better suited to add another quote.

The whole point of copywriting is to bring them to take action.

So, ending the copywriting piece, you could include a quote that makes them a bit more sensitive for time.

The copy could go like this:

Contact us today and schedule a showing with us.
“The best time to buy a home is always five years ago.” – Ray Brown

In my opinion, the best places to introduce real estate quotes into your copywriting are in the attention, desires, and especially the action element of the AIDA copywriting principle.

Additionally, it should be provided that the quote’s message aligns with and emphasizes the copy.

How many real estate quotes you use also depends on the length of the copy and the advertising media you use.

A longer direct mail marketing letter is more suitable than a postcard, where you have only a little space.

When you have little space, you might only use one short quote, and probably only toward the end, close to the call to action, or none at all.

It all depends, and this will also involve some testing again.


Bonus – The Risk of Borrowing Catchy Real Estate Marketing Phrases

Somewhat related to real estate quotes are catchy marketing phrases or slogans.

During my research, I found several good ones but also some cringe-worthy ones, and those that you could immediately tell that some high-end marketing agency spent several days coming up with.

The end result of the latter is often something short and abstract that sounds great, but your actual potential target clients will not understand at once.

But what should a catchy real estate marketing phrase or slogan do? What’s its job?

Wikipedia’s definition of a slogan describes it quite well:

“A slogan is a memorable motto or phrase used in a clan, political, commercial, religious, and other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group.

The Oxford Dictionary of English defines a slogan as “a short and striking or memorable phrase used in advertising.” [1] A slogan usually has the attributes of being memorable, very concise and appealing to the audience.”

Your unique selling proposition (USP) is a bit like the big brother of the slogan.

If you don’t have a USP before you work out a slogan, the latter might go wrong.

It makes sense to align the slogan with the USP.

In case you don’t know what a USP is, it is the main benefit that you can offer to potential clients, making you different from other businesses.

So, without your knowledge of the main benefit and how it differs from other real estate businesses, it will be tough to work out a catchy real estate marketing phrase or slogan.

While the USP can be used internally to help you define different business processes, the slogan is a variation of the same USP (a polished version) that can be used to communicate to the public for different marketing purposes.

When you start to research catchy real estate phrases or slogans you may want to borrow, you will always risk finding one that sounds good but doesn’t align with your USP.

Some good ones may make you want to borrow them, such as these ones I found on this website:

  • “A Local Expert.”
  • “Beautiful investments.”
  • “Dedicated to results.”
  • “Experienced In Saving You Money.”
  • “Teamwork from the team that works!”

What happens when, for example, your USP goes like this?

“For buy and hold investors in the area of San Diego, we only have investment properties under contract with a net ROI of 10% per year.

In contrast to other real estate brokers, we don’t accept listings below this number.”

And then you use the catchy real estate phrase: “Beautiful investments.”

First of all, what does “beautiful” mean in the first place? What is beautiful to me may not be for you.

But even if we ignore this subjective perception, investment properties that give a great annual ROI very often are not that “beautiful.”

So when this happens, you may confuse potential clients in the future or cause a contradiction between your marketing message and how you actually position yourself with your real estate services.

This is not the best branding situation.


The Bottom Line

Real estate quotes for marketing purposes can be a great way to make your overall copy more persuasive.

Provided they come from a respected professional or intellectual and potential clients can relate to them, they are a great tool to create persuasive evidence to convince potential clients that what you offer is of value to them.

This article has been reviewed by our editorial team. It has been approved for publication in accordance with our editorial policy.

Tobias Schnellbacher