Too many agents make a 50% effort when writing property listings ... but expect 100% results. If you're willing to invest in only a 50% effort, that's fine, but then you need to be willing to accept 50% results. If, on the other hand, you're insistent that you want 100% results, then you need to invest [...]
Here’s a tip that will make your marketing more personalised and therefore more impactful. First, write a one-size-fits-all ebook – How People Can Lose 10kg in 90 Days, for example. Second, turn that one-size-fits-all ebook into specific ebooks aimed at your different demographics. For example: How Men Can Lose 10kg in 90 Days How Women Can [...]
One-size-fits-all marketing is about as effective as one-size-fits-all jeans. If you write a property listing designed to appeal to everyone, it will appeal to no one, because you will have to make your writing so vague that it loses all impact. No, your home isn't perfect for first home buyers, investors, upsizers, downsizers, singles, families and [...]
What do you assume when you visit a website and see the business has received media coverage? You assume the business must be an industry leader and an expert in its field. Maybe the business is, maybe it isn’t. How would you know? You just assume it is. That’s why your business needs to pursue free [...]
Here’s a bad headline I saw on a property listing: “Private inspections only”. The headlines you write have only one job – to entice buyers to read the listing. “Private inspections only” isn’t the least bit enticing, because it doesn’t give buyers any sense of why the home is special or how their lives would be [...]
There's a great quote from business guru Peter Drucker: "The aim of marketing is to make selling superfluous." If we translate that into real estate terms, the aim when you write property listings is to make them so persuasive that when buyers arrive at your open home, they are already sold. So how do you write [...]
“So, the other day, we were going for a walk and … “ Who cares! Just get to the point! Whether you’re writing blogs, emails or website copy, just say what it is that you want to say. Concise is good. Verbose is bad. Get to the point. Don’t make it hard for people to consume [...]
Have you ever read the book, Yes: 50 Scientifically Proven Ways to be Persuasive? If so, you would know that the harder readers have to work to understand a message, the less likely they are to believe it. So if you want to write persuasive property listings, you need to make them easy to understand. That [...]
The more articulate you are, the more confident you will appear. And the more confident you appear, the more knowledgeable and successful people will assume you are. That’s why one of the best things you can do to improve your marketing is to become a better speaker, whether you’re delivering a speech or shooting a video. [...]
“You have to watch this video! Pay very close attention! This video is so important!” Want your property listings to attract attention and generate action? Then you should inject urgency. When something is urgent, it feels important. But the urgency has to be real, otherwise you’re misleading buyers. Real examples of urgency would be if: there [...]
