Advertising legend Leo Burnett once said: "I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death." Take Burnett’s advice – make your listings interesting. After all, the more interesting your listings are to read, the more likely buyers are to [...]
Don’t be one of those small businesses that’s afraid to test new marketing ideas. Experiment with different marketing channels, different marketing messages and different marketing campaigns. You don’t have to bet the house: a modest investment is fine. You’ll then get one of two outcomes from your marketing experiment: a thrilling success or a valuable learning [...]
Do your property listings look like every other agent’s listings? If so, that’s a bad thing, for two reasons. First, most agents write low-quality listings, so you don’t want to follow their bad example. Second, your property won’t stand out if it’s marketed like every other property and you as an agent will not stand out [...]
Unsure what to talk about in your content marketing? One angle you can take is to show your customers how they can live better lives. Don’t talk about your products. Focus instead on your customers’ hopes, fears and values. If you do that, your products will naturally seem like what they need to live better lives. [...]
Facts tell, stories sell. That’s why the best property listings don’t just provide a list of features – they also tell stories about those features. For example, rather than just stating that your home has a big backyard, you could tell a story about how buyers will love using the backyard to play cricket with the [...]
The point of marketing is not to do marketing. The point of marketing is to generate action from your customers, as I explain in this episode of 3MinuteMarketing. But how do you get your customers to take action? And, more importantly, how do you get them to take the right action? One surprisingly simple way is [...]
Every day, you’re being secretly interviewed by potential vendors. There are a few ways vendors do these secret interviews. They attend your open homesattend your auctionsvisit your social media pagesread your blogsread your property listings The quality of your listings sends a powerful message to potential clients – whether you write persuasive listings or ineffective listings, [...]
Marketing and communications tends to come in two different flavours. The first flavour is vague and verbose. The second is precise and concise. Most individuals and small businesses go for the first flavour. But you should choose the second. Your customers don’t want to read blogs, emails and proposals that are vague and verbose, because then [...]
Time for a trick question. As a real estate agent, you sell homes, right? Wrong. You actually sell dreams. Upsizers are dreaming of a better life – they want a home better suited to their growing familyDownsizers are dreaming of a better life – they want a home that’s easier to maintainInvestors are dreaming of a [...]
Words matter. When you choose the right words, the other person will understand the information you’re trying to convey and feel the emotions you’re trying to inspire. Conversely, when you use the wrong words, the other party will feel confused and uninspired. That’s why it’s so important to think carefully about the words you use in [...]
