Success attracts success. Would you rather get your hair done by the busy hairdresser or the quiet one? Would you rather get your home designed by the busy architect or the quiet one? Would you rather get your teeth fixed by the busy dentist or the quiet one? The more successful you seem, the more customers [...]
Want to know why you sometimes write muddled property listings? It's because your mind is muddled when you write them. There's a link between clarity of thought and clarity of expression; you can't write clearly unless you're thinking clearly. Before you start writing your listing, you need to ask yourself who would be likely to buy [...]
Networking, like any form of marketing, works best when you take a long-term approach. With that in mind, organise one lunch per week with somebody you don’t know, and enter these lunches without any expectations. Don’t try to turn these people into clients. Don’t ask them for a job. Don’t press them for favours. Just focus [...]
One of the hardest things about writing property listings is knowing what tone of voice to adopt. A lot of agents think they need to adopt a scholarly tone or a corporate tone, and so they struggle to write listings, because that's not their natural tone. In fact, the best tone is professional yet friendly – [...]
Would you like a dollop of free media coverage for your small business? If so, a good place to start is by subscribing to the publications your clients read. Next, get to know the issues they cover, the style they use and the journalists who write for them. Once you’re familiar with those things, contact the [...]
Want to prove your relevance and expertise? Talk about your customers’ problems. The moment you start talking about your customers’ problems, they’ll be all ears. And the moment you start providing solutions to those problems, you’ll prove your expertise. No, you don’t prove your relevance and expertise by talking about how wonderful you are. You do [...]
Stories are much more memorable and inspiring than dry facts. When you write a property listing, of course you need to list the key facts about that home. But don’t stop there. Use those facts to tell a story. The story should be about the wonderful life buyers will enjoy when they move into the home. [...]
Every part of your business sends a message to customers. Your customer service. Your emails. Your phone calls. Your logo. Your website. Your Tweets. It all sends a message, whether positive, negative or neutral. That’s why every little part of your business is a form of marketing. So examine each and every part of your business [...]
Don’t try to baffle buyers with bullshit when you write property listings. The key to writing a persuasive property listing is not overpowering buyers with real estate jargon or sales cliches. The key is to tell your buyers, in simple terms, how your property will help them live a better life. Speak in plain English and [...]
Communicating clearly is a superpower. When you communicate clearly, whether verbally or in writing, you seem smart. So how do you communicate clearly? Ironically, by pretending you’re speaking to a 10-year-old. Use short sentences. Use simple language. Avoid jargon and acronyms. If you speak like a child, people will think you’re smart. That will help turn [...]
