There’s a wonderful anecdote about Robert Kiyosaki, the author of Rich Dad, Poor Dad. Kiyosaki once said there’s a reason people like him are called “bestselling authors” rather than “bestwriting authors”. The same theory applies to real estate. Just because you're listing a great home, you can't assume that's going to be enough to generate strong [...]
Every time you publish a piece of content marketing, you’re buying a lottery ticket. Every blog, every video, every infographic increases your chances of attracting attention. More content = more lottery tickets = more sales. Customers rarely take action based on one piece of marketing. Usually, it’s the sheer accumulation of marketing that inspires them to [...]
If you want to write persuasive property listings, shift your focus from selling to telling. Selling is where you use those empty, hyped-up phrases we’ve all seen a million times – “This is a stunning home!”, “It’s going to move fast!” and the like. Instead, take the time to tell buyers how their lives will be [...]
When someone buys a home, it’s not because they want the bricks and mortar; they want what the bricks and mortar represent. That might be security, comfort, status, aspiration, convenience or a million other things. That’s why the best property listings focus more on the hopes, fears and values of the people buying the home than [...]
Fear kills sales. Not confident about the ethics of that business you’re researching? You won’t spend money with them. Not confident about the quality of that product you’re thinking about buying? Well, you won’t. That’s why you need to make your customers confident about your business and its products. How can you inspire confidence? Education is [...]
Repeat after me: “Repetition equals reputation.” We don’t develop reputations from one-off actions. We develop reputations (whether positive or negative) from the things we do repeatedly. If you want your business to develop a positive reputation, you need to put out so much marketing that people think of it as repetitive. The moment customers become familiar [...]
What happens when you promote a dream in your property listings? Buyers become hungry to turn that dream into reality. But how? By buying your property. Average property listings sell bricks and mortar; great property listings sell a dream. So when you write your listings, you need to paint a picture for your buyers showing how [...]
There are three things you need to do if you want to turn ebooks into a marketing weapon. First, identify your main type of client – e.g. home owners if you’re a real estate agent. Second, write an ebook that addresses their main problem or concern – e.g. The Top 10 Mistakes People Make When Selling [...]
Here are five tips for writing better headlines for your property listings: Include strong verbs (or action words)Insert a numberUse the word ‘you’Entice buyers with the promise of a better futureOpen loops (which you then close in the body of your listing) The quality of your headlines significantly influences how many buyers read the rest of [...]
Quality x Quantity = Q². OK, it’s not as famous as Einstein’s equation, E = mc², but it’s still significant. If you want to do good marketing, embrace the Q² equation. You need to publish content your audience considers interesting, relevant and helpful – that’s quality. But you also need to do it regularly and over [...]
