There’s a brain coach named Jim Kwik who has a great line: “Humans are not logical, they’re biological.” In other words, we think with our hearts, not our heads. This is so relevant to real estate, because even though your buyers think they’re logical, they’re actually emotional. We’re all emotional. We make decisions with our heart [...]
Small businesses exist to solve problems. So if you’ve got customers, they must have problems. What problems do your customers have? Whatever they are, you need to live and breathe those problems. Learn what problems your customers have. Learn why they have those problems. Learn how to solve those problems. And talk about it again and [...]
Here’s a simple tip to improve your listings – use more full-stops and fewer commas. Good writers present one idea at a time. They present one idea – and then put a full-stop. They present a second idea – and then put a full-stop. They present a third idea – and then put a full-stop. Bad [...]
Written testimonials are wonderful. Good written testimonials are even better. ‘Good’ testimonials are ones where your existing customers make the sort of comments you know will impress potential future customers. That’s when testimonials get transformed into even more powerful marketing. The best way to get good testimonials is to nudge your customers in that direction. If [...]
Every buyer who’s ever read a property listing has had at least one fear. An upsizer might be scared of missing out on a home that highlights their statusA first home buyer might be scared of bidding on many properties but never sealing the dealA family might be scared of not getting into the right school [...]
Most people have a voice in their head urging them to blend in, urging them to seek safety in numbers. You need to resist that urge. After all, if you look just like your rivals, why would customers choose you? Cheaper prices would be the only reason. But competing on price is a bad idea, because [...]
One of the best ways to market a product, whether it’s a property or a pair of shoes, is to attach social proof to your product. ‘Social proof’ is when we assume a product must be the ‘correct’ product if everyone wants it or if influential people are using it. That’s why we all wear the [...]
If you can identify a customer’s pain points and clearly address them when you communicate by phone, email or face-to-face, it will add a lot of power to your marketing. For example, I recently spoke to a potential new client who clearly identified two pain points during our discussions: He didn’t have the time to write [...]
I recently saw this headline on a property listing: “A wonderful home in a quiet street”. There was one big mistake with that headline – and it’s the most common mistake agents make with headlines. The mistake was this: the agent didn’t use a verb. A verb is one of those words that describes an action [...]
The next time you write an email, a social media post or a blog, pretend you’re writing for an audience of children. If you do that, you’ll make a point of using simple words and explaining things clearly – which is the best sort of writing you can do. But if you assume you’re writing for [...]
