A top-ten rule of copywriting: a confused reader doesn't make a consumer. And this was very true when it came to real estate loans. It's a challenging and intimidating industry; the same can be said for a consumer setting out to procure a loan. 

I made certain to use brief sentences (interspersed with some longer syntax for dexterity) and leave out all the jargon familiar only to real estate agents and lenders.

I provided Sofia's potential clients a look inside her business without scaring them off, detailing the intricacies of which loan might be appropriate for which client.