Leading publishers like magazines, journals and newspapers are the best at hooking audiences, so it’s time to think like one. Because remember, your prospects are audiences – you have to give them a good show of what you are selling.
- Having a holistic mindset – think of your clients’ social, mental and and personal ability to buy, rather than just financial.
- Viewing your brochures, newsletters, websites, social media and other marketing materials as a complete package rather than different channels for different prospects.
The best way to do this is to follow the steps of leading publishers in taking care of the quality, accuracy and accessibility of all your materials. So here are 5 things to keep in mind when you’re listing or selling your agent and agency brand.
Who are you targetting? First time homebuyers? Large families? Flexible home workers? Your audience should inform your communication style. Let’s take an example — if you’re targeting young couples and growing families, hook them with talk about play areas, room for expansion, and creating lasting memories.
This should be second nature to you — changing your tone of communication to humorous, emotional, serious etc. depending on medium, platform and situation. What’s on your company website, social media and property listing websites should all be different. But not too different! You still need a branding voice that people can recognise you with. This is what the best publications do despite having multiple authors. They communicate with language that readers recognize, which is a powerful tool to build reputation, credibility and brand.
Remember that the tone you set is both verbal and visual. Publications have a signature look and so should your marketing materials. Show off your team’s skills and the quality of your service. Make sure your materials, photos and videos are never low in resolution. Also establish your audience’s confidence and make it more consumable by showcasing your company’s message and vision through imagery.
Even across various written and visual media, all the content of a great publication is cohesive. A general rule of thumb is to focus your activities more on channels that will reach more target audiences, but remember that your other platforms are important parts of the overall media mix.
This is essential in publications and in real estate too. Position yourself as an expert in the neighbourhood – what is the general price of homes? What is the demographic like? Which tourist or vendor hotspots are nearby? Any future developments or socio-economic trends that might affect the area in any way. Educate your prospects and make sure any info you share is right.
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