The stronger your brand, the easier it is to make sales. When you’ve got a great brand, more customers walk through your door When you’ve got a great brand, they’re more likely to heed your advice When you’ve got a great brand, they’re less likely to question your prices So how do you get a great [...]
I know we shouldn’t judge a book by its cover – but everyone does. So if people read your property listings, and they’re poorly written, people are going to think you’re unintelligent and unprofessional. Snap judgements are unfair, but that’s how the real world works. If you want to impress people with your property listings, do [...]
Isn’t it annoying when you deal with a doctor, lawyer, accountant or mechanic and they speak to you in jargon instead of English? “What the hell is that person saying?” you wonder in exasperation. “Don’t they realise I’m not an expert in their field?” Well, guess what? Your customers are probably saying the same thing when [...]
I know we shouldn’t judge a book by its cover – but everyone does. So if people read your property listings, and they’re poorly written, people are going to think you’re unintelligent and unprofessional. Snap judgements are unfair, but that’s how the real world works. If you want to impress people with your property listings, do [...]
Years ago, when I became a journalist, I learned a very important lesson: anything that can be misinterpreted will be misinterpreted. I would write articles that seemed clear, but which readers misinterpreted. I would write emails that seemed clear, but which my contacts misinterpreted. I would give briefs to people I was managing that seemed clear, [...]
What’s the number one reason why small businesses fail with marketing? It’s that they expect immediate results. Businesses that expect quick wins have a tendency to hop wildly from one marketing plan to another, before concluding that marketing doesn’t work and giving up. Meanwhile, their rivals, who keep following the same path day after day after [...]
Whenever I write a property listing, I like to play a game. The game is to see how many words I can remove. Not add, but remove. The reason I work hard to remove words is because I know that buyers have short attention spans, and that if you don't get to the point, they'll click [...]
One big mistake agents make when they write property listings is to use clichés. “Renovator’s delight”, “Location, location, location”, “This property won’t last long, so move fast” – these phrases have been used so many times that they no longer impress buyers. The reason we use clichés in our writing or our conversation is so we [...]
The best marketing doesn’t feel like marketing. So here’s a question for you: is your marketing interesting or boring? If your marketing is interesting, that’s wonderful, because your customers and referral partners would be happily consuming it. If your marketing is boring, you need to make it interesting. How? By discussing things your customers care about. [...]
Your buyers are doing less thinking than you think. True story. Us humans do our thinking with our hearts; we then use our heads to justify our decisions. That’s why the best property listings place more importance on stirring emotions than reciting facts. That doesn’t mean facts aren’t important – they are. Nor does it mean [...]
