Sometimes, I’ll write an email to a friend and my friend will tell me they haven’t understood what I’ve written. And then they’ll apologise – either for not being smart enough to understand my email or for not working hard enough to understand it. I always reply by telling the friend it’s not their fault; it’s [...]
When you do marketing, are you working with your customers’ psychology or against it? People don’t like to be sold to … but they do like to buy. That’s why your marketing needs to be focused on your customers’ needs, rather than yours. Don’t publish “Buy my stuff!” marketing, because your customers don’t want to be [...]
Have you ever heard the expression ‘stop selling and start solving’? This expression should be one of your guiding principles when you write property listings. If you follow the traditional path, which is to write ‘sell, sell, sell’ listings, you’re not going to impress buyers, because you’ll be putting the focus on your need to make [...]
When you write a property listing, your goals are to inform and to persuade. You want to inform buyers about the property you’re selling and you want to persuade them to buy it. Informative writing and persuasive writing are two separate things. But there is one thing they have in common – they both require the [...]
You’ve probably heard that you and your business should publish on social media every day. But what if you’re so busy running your business that you don’t have time for all this manual content marketing work? Well, one way to ease your burden is to use programs like Buffer or Hootsuite, which allow you to schedule [...]
When you write a property listing, you’re not just competing with the other agents selling comparable homes. You’re also competing with the entire internet. If a buyer starts reading one of your listings and gets bored, they might close your listing and switch to their Facebook feed or a news story or a cat video. Yes, [...]
Every day, potential customers are secretly visiting your website. Oh, and they’re secretly visiting your rivals’ websites too. Why? So they can secretly compare your business with theirs. If your rivals have more content and better content than you, they’re going to seem more knowledgeable and credible, aren’t they? And if your rivals seem more knowledgeable [...]
One way to write more persuasive listings is to provide hard data showing why now is a great time for buyers to be active. That might include statistics showing: prices are rising rents are rising days on market are falling vacancy rates are fallinginterest rates are falling The reason statistics are so persuasive is because it’s not the real [...]
Don’t tell me you’re funny – tell me a joke. Similarly, don’t tell me you’re an expert – prove it. One way to prove your expertise is to write an ebook that answers many of the common questions your customers are dying to have answered. Whenever you email a potential new customer for the first time, [...]
When you’re selling a home, do you know the best time to start closing a buyer? It’s before you meet them. Your property listing is the perfect chance for you to start your sales pitch and to open the negotiation. If buyers arrive at the open home with the belief your property will help them live [...]
