There are three dangerous words to avoid in your listings – “I”, “we” and “our”. No matter what product you’re selling, whether it’s a home or a TV, the buyer doesn’t care about the salesperson; the buyer only cares about themselves. That’s why your buyers will get turned off if your listings use “I”, “we” and [...]
Here’s an interesting bit of inside information for you. Generally, when I fail to convert potential clients, it’s not because they choose a rival content marketing agency. It’s because they choose to do no marketing instead. Why? Because when they ask how long it’s going to take before they see a return on their investment, I [...]
When you write property listings, you need to get to the point. Your buyers have short attention spans. If you don’t grab their attention quickly and if you don’t deliver your message succinctly, those buyers might click out of your listing within five seconds. Every word you write should make buyers interested in your property and [...]
What you give as a business is what you get back. That doesn’t necessarily apply on an individual level – for example, if you give eight units of attention to a particular customer, that same person may not give you exactly eight units of business in return. But it does apply on an aggregate level – [...]
The best writers and the best communicators use simple words. When you use simple words, you make it easy for people for people to understand your message and connect with it emotionally. That’s why the best property listings also use simple words. Some agents believe that if they use fancy words, they’ll sound smart and their [...]
“You will attract way more buyers if you are offering to teach them something of value to them than you will ever attract by simply trying to sell them your product or service.” Well said, Chet Holmes. That’s why good marketing focuses not on ‘Sell, sell, sell!’ but ‘Educate, educate, educate!’ Why? Well, it all comes [...]
People don’t like to be sold to … but they do like to buy. So when you write your property listings, it’s important you don’t take a “Sell, sell, sell!” approach. Don’t write listings that basically say: “This home is amazing! Buy it now!” Because when buyers read those kinds of listings, they feel the agent [...]
What is the ideal number of messages you should have in a piece of marketing? The answer is [drumroll, please] one. When you have just one message in a video, blog or email, that message is easy for your audience to understand. But when you have multiple messages, the audience is unclear which message to focus [...]
Do you cut your own hair? Of course not – you outsource the job to an expert barber or hairdresser. Do you service your own car? Of course not – you outsource the job to an expert mechanic. Do you treat your own injuries? Of course not – you outsource the job to an expert medical [...]
A lot of small businesses produce marketing that, essentially, conveys the message featured in the headline. Surprise, surprise: that’s not effective marketing. Instead, you want to produce marketing that sends this message to your customers: “We care about you. We care about solving your problems. You are the centre of our universe.” So your marketing needs [...]
