This week’s article was first published in early February this year.
But I think it’s worth sharing again for two reasons.
- Your agency is probably not doing what I write about and, therefore, is missing out on potential clients.
- It’s the right thing to do if we want everyone to feel included and cared about.
Are you missing a massive market of potential clients?
In late 2022, my family got some news that rocked us.
My 10-year-old daughter (now 11) was diagnosed with dyslexia.
She’s a bright, funny, sports-loving kid, but my partner and I knew that her spelling, in particular, wasn’t good, especially because she’s always been a very quick learner.
Presented with this news, we started researching how to help her achieve her potential while working with her learning difference (note I didn’t say learning difficulty).
I was scrolling the British Dyslexia Association’s (BDA) website when a massive light bulb switched on in my head.
Let me explain why.
According to the BDA, more than 10% of the UK’s population has dyslexia.
That’s more than 6 million people.
All with one thing in common (hopefully) – they all have a roof over their heads.
When you drill down the numbers, it’s easy to see that your agency will most likely have clients who have dyslexia.
You’ll have potential buyers, sellers, landlords and tenants who are.
And these people may never engage or instruct you if you don’t get smart about including their learning styles within your marketing and content.
A how-to guide
Based on what I learned and not wanting my daughter or anyone else to feel like they’re being left out, we created a guide for estate agents.
It’s to help agents make their marketing and communications more accessible to people with dyslexia.
As far as I can see, it’s a world first for estate agency marketing in the UK.
The guide covers the dos and don’ts of creating content for dyslexic people.
Things like spacing, fonts, writing styles and using other communication techniques, like voice notes and video messaging.
There are plenty more helpful tips and techniques within the guide.
It’s easy to do
Implementing changes in your communications, content, and marketing is surprisingly easy.
For me, it’s a business no-brainer and the right thing to do ethically.
No doubt many of our rivals will follow suit – they usually do.
But in this instance, I’d encourage them to do so; this is a bigger issue than trivial industry rivalries.
We launched the guide to our Estate Agent Content Club members in February 2023.
Available to all
As the subject matter is something I feel strongly about, this guide is now open-sourced.
If you want to receive a copy of it, email me.
Thanks for reading.