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Inspiration |
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How Strong are your Key Messages?RAT 72 (Rawlings Agency Tip)I see so much blah blah blah on agents websites brochures and adverts. Common phrases that you might think are well-placed but which are in fact meaningless. The sort of phrases I’m talking about may surprise you: Professional Service, Good Reputation, Customer Service, Meeting Needs, Beyond Expectation, Quality Service (or more correctly, High Quality Service). All these commonly over-used phrases are, in my view, a waste of time and space and have little positive impact on your target audience. For example it’s very easy to say that you offer good customer service. Who would not claim this? But what is it about your customer service that appeals? You need to highlight distinctive key messages here. For example it might be that you “always return phone calls within the hour” or offer “straight-talking good advice” or have “personally vetted buyers”. Likewise it’s no good saying that you deliver a service “beyond expectation” without giving an example of how this could look. For example, “free removal service” or “Director involvement” or “7am-11pm viewing service” or “temporary accommodation facility” give some idea of how you are passionate about going the extra mile. So whenever you are minded to state the usual, may I suggest you turn it inside out first and think hard about what is relevant, meaningful and of interest to someone who might otherwise regard you as “just another estate agent”. Quote of the Day: "All publicity is good - unless it's an obituary announcement" If you have enjoyed reading this RAT(Rawlings Agency Tip) and would like one new one sent directly to you every week, free of charge, simply register here. For other estate agency inspiration, tips and advice, click here.
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