What's The Compelling Message?
Your estate agency does have one, doesn't it?
Let's see. A trawl around the web produced these humdingers from brand-leading agencies:
"We get it done."
We get what done?
"All together better across London."
Better than what?
"We get it."
Nobody else gets it?
And so it goes on:
"Your partner in property."
"We know what it means to move."
"Moving together since 1869."
"Sales and lettings in London with 21 branches and 14 International offices."
"Selling or letting property in London or the South-East? It pays to have our expertise behind you."
And this timeless classic:
"Thinking of selling or renting? Want to know how much your property is worth?"
Attention span is now put at a fast-reducing 8 seconds, so it's important to make an impact when someone first looks at the Home Page on an agency website.
Compelling, these messages ain't.
There's little or No desire to read on. No curiosity to how this paragon of estate agency might actually be different from the common.
The rest of this industry fare little better.
Websites that complicate with popups and Automated Valuation tools that distract. Free Marketing Appraisals that confuse with complexity and uncertainty.
We live in a world of great complexity. Apps & devices buzzing and demanding of our limited attention, every waking hour.
We are assaulted by a tsunami of advertising that, for the most part, is instantly ignored. Nobody caring about what your business is trying to tell them, much less about what you're selling.
What's the answer?
The answer is Simplicity. A clear and compelling reason for them to pay attention. The first words on the page.
Not a list of features and benefits. Not an array of meaningless industry "awards." Not some meandering ramble about the vision to "change the face of estate agency" through superior customer service, or cheap fee.
The more we, as humans, are asked to consider, the less the conversion rate.
Message is simply about What you say and How you say it.
"Make America Great Again."
There's no ambiguity, no waffle. The curious mind should then ask, How?
You've got their attention - now build on it.
Simple messages are more effective than complicated/vague ones.
I believe simplicity applies equally where Personal Brand is concerned.
The About Us page on most agency websites is a mess.
Potential clients haven't gone to that page to read the upward career history of your staff, or that they enjoy watching football, walking the dog, or how passionate they are at selling homes.
They want one thing - to know whether the agency can be trusted to deliver on its promises.
The fee, or number of positive reviews, or market share is irrelevant.
About us should mean culture, or core values of those behind the brand.
If you can't be transparent on that, or think it unnecessary, I don't know what else to tell you.
Since my point is Simplicity, enough already.
My shortest ever article but sufficient to make it clear.
Thanks for reading.
Mob: (44) 07369251435
Chris.
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