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 [...]
“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 [...]
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 [...]
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 [...]
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 [...]
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, [...]
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 [...]
The best way to persuade someone is by using their words, their values and their arguments – not yours. So if you want your property listings to be more persuasive, you need to make sure they reflect the words, values and arguments of your buyers. That’s why it’s so important to understand who is most likely [...]
The headlines you use on your property listings have one job – to make buyers read your listing. If the headline entices people to read on, it’s a good headline. If the headline makes people click out of your listing, it’s a bad headline. So how do you write a good headline? You do it by [...]
