Viewing by month: July 2012

Gen Y: The search for flexibility and independence

Across all business sectors it is becoming increasingly important to consider the implications of a grown up Generation Y (Gen Y). This unique group, aged 25-34, will make up one-third of the workforce in three years time, and a large proportion of such will allocate part of their incomes to property purchases. It is therefore important that real estate agents understand how to effectively market and sell to this demographic.  

 

Two words should always be considered when analysing the real estate priorities of Gen Y:  independence and flexibility.

 

In a world increasingly dominated by economic fluctuations and uncertainty, many Gen Y’ers are becoming hesitant to take on long-term financial commitments. This hesitance does not, however, preclude most from seeking out independence, autonomy and personal growth - just like the generations before them.

 

The following tips should be considered when marketing and selling to Gen Y:

 

·         Although Gen Y’ers will often seek to use the real estate market to create flexibility and independence, this does not mean that they are completely risk adverse. Take the time to explain and crystalise different property options;

·         Be aware of what Gen Y’ers might look for in a property; for example: technological capacity, modern design, innovative storage and easy parking;

·         Ensure that you capture and cleanse data relating to Gen Y for market research purposes; this can help you to develop marketing and selling strategies that appeal specifically to the demographic.

·         Look to engage Gen Y’ers on their terms: This means utilise technology – social media, mobile Apps, viral marketing and audiovisual content are the way forward.

Gen Y’ers, although confident, are also receptive to advice. Focus on open, efficient and consistent communication to  facilitate an outcome consistent with their needs and wants. 


0 comments | Posted by Reality Bytes - Real Estate Training Blog on 25/07/2012 at 12:26 PM | Categories:

DIY copyrighting tips for real estate agents

As real estate professionals, we should constantly be on the lookout for ways to leverage ourselves and push ahead of the competition. One of the key ways in which agents can work towards achieving such is through becoming proficient at copyrighting – a skill that, if utiilised effectively, can help to increase the relevancy and volume of their client leads, as well as their conversion rates.

 

Here are four handy tips that, when practiced together, will help you to write compelling, emotional and persuasive real estate sales copy:

 

1.       Determine your audience

 

Before doing anything else, it is important to define your target audience because this will ultimately determine how you write, what words you use and the features/benefits you emphasise. In every instance your general target audience is going to be real estate consumers – however, you should attempt to segment this broad market into smaller demographics. For example, consider whether you are writing for first home buyers, investors, pensioners, families or luxury purchasers.

 

2.       Create a strong headline

Headlines are vital to the success of any sales copy. You could have the most perfectly executed body copy, the best property on the market and a completely astonishing offer price, but you still mightn’t generate any buyer interest if your headline doesn’t cut through the clutter and make your intended audience want to read the introductory paragraph. Your headlines should be succinct, punchy and enticing, and should also reflect a core message that is contained within the body of the advertisement.

 

3.       Emphasise benefits over features

When writing a property description, your primary emphasis should be on the benefits to prospective purchasers, not the features. That is, you should aim to communicate how a property’s features will deliver value to a potential buyer. For example, instead of simply writing “there is a spacious outdoor patio area”, expand to say: “there is a spacious outdoor patio area, which is perfect for family dinners and lunches as well as parties and social gatherings.”

 

4.       Include a “call-to-action”

Though sometimes overlooked, an assertive "call-to-action" is one of the most important aspects of any sales copy; if you want prospects to take particular actions (for example: request more information; speak to an agent; sign up for a free service), you need to provide them with the requisite information to enable them to do such. However, always try to ensure that any “call-to-actions” is clear, concise and directive.


0 comments | Posted by Reality Bytes - Real Estate Training Blog on 16/07/2012 at 10:59 AM | Categories: