Let’s talk about something that trips up a lot of OSCs, especially those just getting their feet under them: the difference between marketing messaging and your communication as an Online Sales Counselor.

Yes, yes… I know you’re working for a home builder. And yes, marketing is super important. It drives interest. It tells the brand story. It pulls people in.
But here’s the deal OSCs: you’re not marketing. You’re communicating.

Once that lead hits your inbox, your job shifts from drawing attention to building connection. And there’s a big difference.

Human First, Helpful Always

Your emails shouldn’t sound like they were crafted by a poet on espresso—or worse, AI. Ironically, you can check out our blog posts on AI Can Be an OSC’s BFF… But It Still Needs a Chaperone and How to Train Your Dragon… I Mean, Your AI! These will both help you learn how to use AI to your advantage!  But for our purposes, marketing vs OSC communication, you need to remember, you’re not delivering a campaign. You’re starting a conversation.

The follow-up process isn’t about asking someone to buy a home right now.
It’s about making them feel seen. Heard.
It’s about saying:

“Hey, I’m here to help you find what fits.”
“Let’s get on a call and chat, it’ll make everything easier.”
“What’s most important to you in your next home?”
“Want to take a tour? I can set up a VIP appointment for you.”

It’s soft-touch. It’s real. It’s about connection, not conversion. (Though don’t get me wrong, conversion is important!)

The Problem with Being Too Polished

When your first email is dripping in brand voice and polished photos… it’s pretty clear it came from a marketing system. Which is fine, if that’s where the lead is in their journey.

But in your world? We want responses. Engagement. A click on your Calendly link. A reply that says “Actually, here’s what I’m looking for…”

The minute a lead thinks they’re getting mass-marketed to, they tune out. People are smart. They can sniff out a template from a mile away. And when that happens, they’re not going to hit reply.

Let me say it louder for the OSCs in the back: Templates should sound like they came from your inbox. Not the marketing department. No glossy header. No five-photo carousel. No paragraphs full of “Experience luxury living in the heart of…”
(You just rolled your eyes reading that, didn’t you?)

When to Use Marketing Emails (Because Yes, They Do Have a Place)

Now don’t get me wrong, there is a time and place for beautiful marketing emails. They’re great for:

• Community releases
• Special promotions
• Events and open houses
• Drip campaigns that go out later in the follow-up process

But as an OSC, you should never lead with a marketing message. Your first emails should feel like they came from a person. Not a system.

Real Talk: They Don’t Think You’re Real

One of the things I hear from OSCs all the time is: “They didn’t think I was a real person until I got them on the phone!” or, “They didn’t reply until they got my video email because they thought I was a bot!”

Why? Because most of the messages they get early on in their home search are automated. Cold. Robotic. Or just plain canned.

So your job? Break the pattern.

Make it obvious you’re real by being…well, real.
Introduce yourself. Use a casual tone. Provide direct help. Create specific calls to action to connect. A dash of personality doesn’t hurt, either. This is not an excuse for bad grammar and poor sentence structure and syntax. You still need to be professional. You just don’t have to sound robotic professional or marketing genius professional.

At the end of the day, you’re the bridge between marketing and sales. You’re the first human connection someone makes with your builder. Don’t waste that opportunity with a canned, over-produced message.

Speak like a human. Offer help. Invite connection.
That’s how you stand out and that’s how you turn a lead into a real conversation.

Now go write some emails that sound like you. Not like a marketing intern with a thesaurus.