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50 shades of grey
9:35am Friday 13th July 2012
Mike Cole, group MD of Imagine, explains how the agency uses the written word and images to maximise the appeal of its property descriptions
While my views on property matters carry some credibility from my 20 years of experience in the industry, I do appreciate that my social comment has no such qualification.
For that reason I tend to resist temptation but sometimes the urge is too strong. One such subject is the nationwide obsession with the above book.
Initially I thought it must be about British weather and it would make an ideal present for my Nan as that’s her favourite subject. Luckily my naivety was quickly highlighted and a disaster averted.
What I’ve been less able to fathom is the way this book has become a national hit; the subject of every break my female staff take, nearly all my partner's chat with her sisters and friends (trust me that is many, many hours) and about 90 per cent of all female updates on Facebook in the last month.
In an attempt to give it a degree of property relevance, I did think there was something to be learnt from this phenomenon. I think this is tactful enough; While men will generally require or seek visual stimulus to engage their senses, for women it appears that the written word can be even more powerful.
The property descriptions used by agents can be a very useful tool to enhance interest if used correctly and yet so many are bland and repetitive. Check ours and see how we make a little more effort.
By way of further proving this theory I guarantee the title alone of this week’s article will make it the most read ever!
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