We will fight them on the beaches.

I have a dream.

Just do it.

The real thing.

Make America great again.

Local property experts?

Words have power.

So why do so many estate agents undervalue them?

Just look at how they’ve been used by leaders and businesses over the years to divide, terrify, inspire, unite and motivate people.

A great example of this is Abraham Lincoln’s Gettysburg Address. It was a short speech delivered during the American Civil War.

Its message still echoes today and for many it was a turning point in the Civil War as it moved, motivated and re-energised the Northern states to go on and be victorious.

That speech was just 271 words long – the same length as this article.

The bloke who addressed the crowd before Lincoln spoke for two hours. His name and message forgotten.

Gerald Ratner showed us why we need to be very careful with our choice of words.

The marketing genius behind the smoothie giants Innocent highlighted how they can make your brand stand out from the crowd.

Some company slogans are etched into society’s subconscious.

Like I said words have power.

The power to create all sorts of action from the reader, listener or viewer. If used correctly and thoughtfully.

If choosing the right words can change history for both good and bad what can they do for your agency business?

What would happen if your agency had the right tone of voice, turn of phrase and consistent messages that caught your audience’s attention?

Would your blogs be more interesting?

Your newsletters more entertaining?

Your website a tool to win new business, rather than just list properties?

Your vlogs better scripted – you marketing materials more than instant recycling fodder?

And if finding the right words seems an Everest in blizzard season type challenge make your lives easier and seek out good content writers who know the industry.

I hope that gives you some food for thought.

Thanks for reading.


PS: Check out Episode 49 of The Estate Agents Podcast where I join the panel of the award-winning trainer Stephen Brown, Luke St Clair and Andrew Overman to discuss how agencies can use content to grab and keep their community’s attention.