Copywriter Gail Gibson is back with a content content content themed guest blog today.
"How many times have you been asked, “Where can I find a good school for my kids” by a first time buyer who is looking for a home in your local area? As an estate agent surely you can reel the names of the top schools in your area off the top of your head?
Instead of having to remember the names wouldn't it prove more advantageous for both you and the potential buyer to have access to a useful and easy to read guide about your town?
As a local expert you share local knowledge and advice, raising your credibility and genuine willingness to help, in the eyes of the buyer. And for the buyer? He/she walks away with a complete guide, (and a little gentle persuasion) to decide that your town IS the place he/she wants to move to with his/her family.
Let's start at the beginning. If you were new to an area what would you be looking for as a first time buyer? Things to consider would be:
- Type of property – terrace, semi, detached, bungalow, etc.
- Budget – how much can you afford – who offers a buy/shared ownership option?
- Local schools – distance and time to walk/drive – school bus option – standard of education (Ofsted reports) – after school care.
- Transport links to neighbouring main towns and villages.
- Shopping facilities – local shops and major supermarkets.
- Leisure facilities – recreation ground, gym, swimming pool, sports clubs.
- Medical services – dentist, doctor and vet.
- Entertainment facilities – pubs, restaurants, cinema.
- Local areas of interest and history – nature trails, monuments, museums, famous landmarks and people.
Providing useful and relevant information to a potential buyer indicates how much you value their custom. Your buyer is enthusiastic and is open to finding out as much as possible about the benefits and reasons why he/she should consider moving to your great town. Putting together a bespoke guide for your buyer to take away or view online also adds high value to your business.
You demonstrate that your real estate service is prepared to go an extra mile, to deliver an experience for your buyer, increasing the value of your service and promoting the hidden gems of your town.
So how do you compile an easy to read and useful area guide? The key ingredient is relevant and up to date market and town information. A PDF is easily updated and emailed on a regular basis, but the same content could be added to local area information pages on your website and you could also opt for a smaller print run on a tactile brochure-style guide, with access to make updates when they take place.
The style of content is important to make a success of your guide. Don't over elaborate on the points to be considered as you will turn your buyer off. Write short and concise snippets of information – bullet points work well. Keep it simple, punchy and easy to read. Add attractive images and photos to complement the text – all of the time selling the gems!
Write your guide in the style that you would find interesting to read. Perhaps add a flavour of the local history with a humorous twist? Include “Did you know…” about the town, a school, or a local famous person. Put yourself in the buyer's shoes when you describe the elements they should consider.
Enjoy sharing the gems of your town. You never know what you might learn as a result!"
Gail Gibson
01793 762705
@gailgibson
http://www.trueexpressions.co.uk/
Gail's comments are very much inline with my thinking here. Once your agency has a website that does the basics, adding good local information and linking it into your property search is a great next step. It'll help build your search engine profile and give visitors a positive impression of your company personality.
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