I regularly see property listings with spelling mistakes and grammatical errors. These mistakes immediately undermine the credibility of the agent and the property. Yet the strange thing is, they’re so easy to avoid. Before you publish your listings, run them through an app like Microsoft Word or Grammarly, which will pick up 99% of your mistakes. [...]
I know that when you write a listing you’re presenting just one property, but don’t think of your listings in isolation. Buyers might spend months looking for a property and read dozens of your listings during that time. That’s why it’s important to come up with a template for your listings. The more predictable you make [...]
“The aim of marketing is to make selling superfluous,” Peter Drucker famously said. What Drucker meant is that you should build such strong relationships with your customers through your marketing that your products sell themselves. How? Well, the more times you get in front of your customers, the more they’ll feel that you understand them, that [...]
What if your small business changed the way it thought about content? You probably think about content marketing as something you do on the side, as I explain in this episode of 3MinuteMarketing. But what if you started thinking of content marketing as core business? And what if you started thinking of your core business as [...]
What’s the number one reason someone should buy your home? Whatever it is, mention it at the top of your listing – in the headline, the opening sentence or both. Buyers have short attention spans and there are lots of properties competing for their attention, so you need to lead with your strongest argument. Next, you [...]
Many years ago, when I had my first job in journalism, I misspelled a few people’s names. They were outraged, took it really personally and never let me forget. It did teach me a valuable lesson, though. If you misspell someone’s name, it can feel like an attack on that person’s identity, and leave them feeling [...]
Nothing is more likely to kill a sale than tricking a buyer into viewing one of your properties. Buyers are happy for you to present the glass as half-full rather than half-empty – but they’ll feel deceived if they arrive at an open home and find they’ve been misled. They won’t make an offer; they’ll just [...]
At the end of this short video, I’m going to tell you something incredibly important. First, though, let me tell you why every small business should do content marketing. The aim of content marketing is to build trust, credibility and brand recognition with your potential customers and referral partners. The more quality content you produce, the [...]
Property listings that appeal to everyone appeal to no one. Because the only way to write a listing that appeals to first home buyers, investors, renovators, upsizers and downsizers is to make the copy so vague that it lacks impact. The narrower you make your target market, the more powerful your writing will become. For example, [...]
Here’s a cool marketing trick that not many people know about: embed videos in your emails. I don’t mean linking to a video on YouTube. Rather, record a video and embed it in your email. There are programs you can use to do this such as BombBomb and CloudHQ. The idea is that rather than sending [...]
