When you finish writing a property listing, give it a quick read and then ask yourself this question: "If I was a buyer, would this listing make me want to attend the open home?" If the answer is yes, congratulations. If the answer is no, cast a critical eye over your writing and ask yourself why [...]
One of the main reasons small businesses do blogging is to improve their SEO. That’s why businesses often ask how long their blogs should be and how many keywords they should contain if they want to get maximum love from Google. This might sound controversial, but I think you should ignore Google when doing blogging, for [...]
Good writers don’t just include the right information in a property listing – they also present the information in the right order. As a general rule, you should put the most important information at the top of the listing and the least important information at the bottom. That way, you’ll give buyers the strongest possible reason [...]
Studies show most people think they have above-average intelligence and attractiveness. And I'm willing to bet most people think they have above-average spelling and typing skills. I mention this because I regularly see listings with spelling mistakes. These mistakes could be avoided if the agent would just run their copy through a spell-checker – but if [...]
You know those annoying people who talk only about themselves? Well, it’s possible that customers think of your small business as self-obsessed. If your marketing talks constantly about how wonderful you are, they probably do. Instead of talking about you, talk about your customers. Instead of talking about how amazing you are, talk about how amazing [...]
I sometimes get asked how long a property listing should be. I’ve seen anywhere from 75 words to 900 words. But rather than aim for a specific word count, your goal should be to include whatever information is necessary to attract people to the open home – no more, no less. If you write a very [...]
I’ve had conversations with potential clients where I’ve said all the right things – but still not made the sale. Why? Because the client didn’t trust me, probably for one of these reasons: They didn’t know if I was honest They didn’t know was knowledgeable They didn’t know if I would provide good service And why [...]
Here’s a tip that will instantly improve the quality of your property listings: pretend you’re writing for an audience of 10-year-olds. That will force you to use simple language and to explain things in clear terms. And that, in turn, will make your arguments more persuasive. The reason you’re engaging with my video right now is [...]
There are two approaches you can take to getting testimonials from your customers. You can hope for them. Or you can ask for them. The second approach is much more effective. Don’t be afraid of asking, because if your small business has made a customer happy that customer will generally be glad to acknowledge your work. [...]
David Ogilvy, the man known as the ‘Father of Advertising’, has some great advice for anyone who writes ads – such as property listings. When you write a listing, it gets read by a lot of people. However, you shouldn’t address buyers as though they were gathered together in a stadium, according to Ogilvy. Instead, you [...]
