When you write your listings, you need to make buyers feel like they’re already living in the home. You need them to imagine all the things they might do, whether that’s reading a good book on the balcony or entertaining friends in the dining room. You also need buyers to imagine how they might bring their [...]
At the end of this short video, I’m going to give you some important information about the headlines you use with your property listings. But before giving you that important information, let me tell you about a thing called an ‘open loop’. An open loop is where you get told half a story or half a [...]
There's a direct link between trust and sales, as I explain in this episode of 3MinuteMarketing. Think about the people you do trust ... and compare them with the people you don't trust. Who are you more likely to turn to for help – someone you do trust or someone you don't? Who are you more [...]
No matter what industry you’re in, you’ll generate more leads, you’ll have a higher conversion rate and you’ll be able to charge more fees if you’re regarded as an industry expert. So how do you get people to regard you as an industry expert? By doing two things: Becoming an expert Proving you’re an expert The [...]
Many property listings have long, grandiose sentences that appear to have been written with the help of a thesaurus and that are full of exaggerated claims. Those sorts of listings are not effective. You might be surprised to hear that, because so many agents write those kinds of listings. But just because a lot of people [...]
Internal marketing to staff is every bit as important as external marketing to customers. Of course, you want to promote your products and services to external customers. But you also need to promote your strategy and values to internal staff. Remember, staff are volunteers who can quit at any time. They’re also the people you’re relying [...]
What matters is not what you say, but what they hear. We’ve all had the situation where we’ve written an email to someone and we think we’ve explained ourselves clearly … but the other party has completely misunderstood. It’s frustrating and it’s confusing. But it’s not surprising – because we’ve all had this happen to us [...]
There are two different approaches you can take to content marketing. The first is to make your rivals happy. The second is to make them unhappy. How do you make your rivals happy? You do that either by not doing content marketing or by doing minimal content marketing. Another way you make your rivals happy is [...]
“This home is amazing!” is not a good marketing message. “This home is amazing because …” is a good marketing message. Buyers are a sceptical bunch. If you make a claim in one of your listings and you don’t provide evidence to support that claim, buyers will assume the claim is untrue. If you say a [...]
I want you to imagine a horrible place – a place where there’s no internet and no social media. Let’s call that place the 1980s. Back in the 1980s, it was expensive for a small business to build a brand, because you had to pay for print ads, radio ads and maybe even TV ads. But [...]
