Whether it is using press advertising, personalised direct e-mail campaigns or fliers… promoting a property well is the key to your overall success.

Advertising experts will tell you: "If you can entice people to read the first 50 words … then, they will go on to read the next 500."

We’ve discovered that the more you "tell" people … the easier it becomes for you to "sell" to them. 

Generally, people like to be educated - which involves copy-intensive advertisements, brochures, direct mail pieces and appealing web pages.

And so, you can imagine how our campaigns tend to stand out from the rest - because they are quite distinctive, and a pleasure to read.

You’ve probably noticed that our promotional material looks rather like editorial copy. But that’s one of the secrets!

Just think about it for a moment. When you purchase a newspaper, do you buy it mainly for the ads? Probably not. 

Instead, you’d buy it for the news and editorial content - which gets you involved, and holds your interest.

And there’s another thing we’ve discovered over the years …

Often, (and it’s only afterwards that we find out) many purchasers were not actually looking to buy a property at the time they saw the advertisement, or received our personalised letter or email. So, what we are doing (by using this editorial style) is trying to hold people’s attention long enough, to have them start reading what they initially view as "editorial", or a personalised contact.

But first, you need to Grab their Attention

The real secret lies in the Headline. And you need to encapsulate the most appealing, self-serving benefit (or fear) for potential buyers, within the headline of your marketing material.

The key component of any material, is its headline. The headline’s job is to grab your investors’ attention - literally stopping them in their tracks.

If your headline doesn’t capture their attention in a split second, your potential buyers will simply move on to the next opportunity.

Why not try this simple test for yourself …

Just flick through any newspaper or magazine, and take note of what catches your eye. 

You will automatically skip over those headlines that don’t really interest you; and pause where a headline does capture your attention and, therefore, spark your interest.

As you’ll appreciate, your headline needs to make a powerful claim - in bold, no-nonsense language. 

Ideally, your headline should take up at least 20% of your ad’s space; or, probably, the first paragraph of your direct mail piece. And the best headlines are those which promise a strong benefit (or a very clear loss, through not buying).

Marketing is far more than just advertising; and it involves every potential form of media. In fact, we are now reducing the emphasis on the daily media and creatively taking advantage of the Internet - to produce far more cost-effective marketing campaigns for you as a client.

If your headline doesn’t capture their attention in a split second, your potential buyers will simply move on to the next opportunity.