Wednesday, 17 August 2016
Connecting with clients in a glossy way
When I'm sitting at a cafe and observing the world and all its delights, I often also peruse the pages of real estate magazines, and one of the things I've noticed is that some real estate brands put in more effort than others. Sure, they all have colour photos of beautiful properties that make me go deep verdant with envy, but some are more glossy, some are more stylish, and some even go the extra mile to include editorial content.
It's one thing to flick casually through a bunch of properties that you may or may not be in the market for, but its another thing entirely for a magazine to capture your attention for minutes at a time while you read the CEO's thoughts, or a lifestyle editorial on a local attraction or event. All that eyeball time, with the brand's logo in your face!
Given the relative ease of publishing these days, having a magazine is basically essential for a successful real estate brand. Having great content is just as important, and not just properties, written articles that engage with your audience. Harcourts and Jellis Craig, as seen above, are particularly fine examples of real estate brands that do this well.
You could say that without written content, your magazine is only doing half its job. But you need good writing, and good writers, and it's imperative that any published copy is well written, reads well, and achieves your objectives, because it will be in circulation for a lot longer than a Facebook post. If you want to do this without taking up all your time, get in touch and we can write it for you!