Can you describe your Estate Agency in 3 words?

Do you find it hard to find the right words to describe your business? You are not alone; many estate agents find it difficult to express their passion and service.

But when we think about writing about our business we want to ensure amongst other things that:

  1. We write for our audience
  2. It has a purpose
  3. A key message
  4. Is in the right tone
  5. Uses the right language
  6. Engages our readers
  7. Has a call to action

So where do you start?

I always ask my clients describe their estate agency in 3 words. Words such as professional, quality and unique, are banned. Why? Because we naturally think of these words first to describe our business. So what am I actually looking for?

Words are extremely powerful and I want my clients to truly think about the real essence of their agency?

Like property, every estate agency is different. For a start your agency has you. How you operate can have an impact on your words, such as a high street agent vs an online agent.

Where your business is located could also impact on the words chosen, for example – the words used for writing for a luxury brand are completely different than that of a budget line.

Your words have to reflect the audience you are writing for. Do you have a ‘typical’ client? Is it a young professional or a family?

What is your business strategy and ethos? You want to ensure these are reflected in the words that you use. At the end of the day you are selling your brand and you need to remain true to that.

You may decide that your agency is unique? Have a search on your competitor websites, how many use ‘unique’ to describe their agency? My advice, find a different way to express you are different – what word do I use? Fresh!

Do you think you have your three words? Now I want you to think about what you want your clients to say about your agency. Is there any synergy in the words you have chosen? At the end of the day it is your clients you want to be engaged with.

Many of you may be thinking, this is a lot of work when all I want is my website content written. But the power of these three words is endless.

These three words build into phrases, expressions and emotions.

These three words provide a starting point for all your content writing so that you have consistency in your tone of voice throughout your brand. Whether it is in the form of blog posts, brochure content or newsletters etc.

These three words are the basis of your engagement with past, present and potential clients.

Get it right and these three little words will turn engagement into instructions and then on to sales.

Do you want a fresh approach to your estate agencies content, and want see how I can turn your three words into sales? Call me on 07872329151 or email

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