Almost all the property listings I read are poorly written. I don’t say that because I want to criticise real estate agents, I say that because I want to give you permission to be different when you write your listings. Most agents deliberately write listings like every other agent’s listings, because they assume if everyone else [...]
People want to do business with trusted authority figures. So how do you become one? Every time you publish content that demonstrates your expertise, you take steps to become a trusted authority figure. Every time you publish content that speaks about your customers’ problems, you take steps to become a trusted authority figure. The more content [...]
Each property you list has one or several obvious objections attached to it. For example, if you're selling an apartment on a main road, the obvious objection is the noise. When you write a listing, you have the perfect opportunity to overcome the objection. "Even though the block is on a main road, this apartment is [...]
We all know how important first impressions are. And for many people, the first time they encounter you will be when they read one of your property listings. The people reading your listings aren’t just buyers – they’re also home owners who are searching for an agent to sell their property in a few months or [...]
Here’s a true story about two pizzerias that illustrates the importance of marketing, and how the way customers perceive a business influences how much money they spend with that business. My friend told me about a new pizza shop that opened near his home. When he visited it for the first time, he knew the business [...]
Throughout human history, we have loved telling stories and listening to stories. When you’re with friends, you tell each other what’s going on in your life – those are stories. When you want to relax, you read a book or watch the news or switch on Netflix – those are stories. So if you want to [...]
Relationships are a form of marketing. The more relationships you have, and the deeper those relationships are, the more often people in your community will send business your way. That’s why investing time and money in relationships is so important. Investing in relationships means investing in marketing. And investing in marketing means investing in your future [...]
The more specific you make your marketing, the more effective your marketing will be. Why? Because the more likely your audience is to feel like you’re communicating directly with them. That’s why marketing aimed at a niche tends to work better than marketing aimed at multiple groups or a broad mass of people. So if your [...]
The easiest type of writing to do is complicated writing. The hardest type of writing to do is simple writing. Simple property listings are much more effective than complicated property listings – but they’re hard to write because it takes a lot of effort to make something simple. So what are simple property listings? Simple property [...]
You can choose any old words when you write property listings, can’t you? No. That would be like: Taking any old photos for a marketing campaignWearing any old clothes to a listing presentation Using any old dialogue when conducting a negotiation If you choose any old words for your listings, they’ll be boring and uninspiring. If you [...]
