Every small business needs to build a database of email addresses. Why? So you can send regular content marketing to your database. The great thing about email marketing is that it’s 100% free and it reaches 100% of your customers. Don’t make the mistake of relying on social media platforms for your marketing distribution. Here’s why: [...]
One simple way to improve the quality of your property listings is to stop using fancy words and start using simple words. Don’t tell buyers to ‘utilise’ the garden – tell them to ‘use’ the gardenDon’t tell buyers about infrastructure ‘commencing’ – tell them about infrastructure ‘starting’Don’t tell buyers the home is ‘in close proximity to’ [...]
Next time you’re sending an email or proposal, keep an eye out for a couple of words that might irritate your clients. Those words are “I” and “we”. If your communications are full of those words, there’s a good chance you’re sending out marketing that is focused on you and your business rather than your client [...]
There’s a great quote from David Ogilvy, the man known as the ‘Father of Advertising’. “You cannot bore people into buying your product. You can only interest them in buying it.” The way to make your property listings interesting is to tell stories, use evocative language and include powerful facts. The more interesting you make your [...]
Here’s a fun game for you. The next time you’re writing a social media post, blog, email, ebook or any other piece of marketing, try to remove as many words as possible. The more words you remove, the more points you score. Here’s why this is such a good game: the more concise you can make [...]
I’ve got a tip that will help you write better property listings. This is a tip I learned years ago, when I became a journalist, and it immediately made me a better writer. The tip is OTPS – one thought per sentence. What that means is you should present one idea at a time. After you’ve [...]
You might disagree with me, but I believe that your customers are less concerned about price than you think. That doesn’t mean they don’t care about price – just that they care less than you think. Customers have problems. And they want solutions to those problems. If you can provide them, they’ll gladly give you money. [...]
How many times have you read something … and had no idea what it was about? When that happens, we often blame ourselves – we weren’t smart enough to understand the writing or we didn’t pay enough attention. But when writing is unclear, it’s not the reader’s fault, it’s the writer’s fault. Readers shouldn’t have to [...]
What would you do if you were looking at a property listing and discovered it had BIRs and could be developed STCA? Would you go to the trouble of finding out that the real estate agent meant the property had built-in ‘robes (or wardrobes) and could be developed subject to council approval? Or would you think [...]
When you list a property, you're not selling it in isolation. You're competing with all the other comparable homes on the market. That's why, when you write your property listing, you need to find a way to differentiate your home from rival properties. This might sound obvious, but you can't stand out by looking the same [...]
