Developing a distinct tone of voice is about reflecting your personality as an agent. This will be present in both verbal and written communication; how you greet people, your email sign-off, your social media posts, and even your celebratory phrase of choice when a deal goes through.
A ‘Yippeee!’ brings to mind a very different personality than an exclamation of ‘Well then.’ or ‘Finally!’
The keys to an effective brand tone of voice are consistency and authenticity
If you start out building your tone of voice on a false premise, it’ll become exhausting over time and people will start to read you as being fake. Be yourself and you’ll go a long way.
Many agents put personal pride in their appearance, and commit to presenting a level of professionalism through what they wear. Failing to consider your tone of voice is like showing up to a meeting in track-pants and jandals. What does that say about your commitment to the client?
Why tone of voice is important for property ads
The tone of voice in a piece of writing is a result of all the style decisions you make during the process. It’s the sum total of your grammar, sentence length, rhythm, word choices, and even font. It’s the overall feeling you get while reading and the voice that you hear the message in.
DO YOU READ THIS AS SHOUTING? Lack of thoughtful tone of voice in text messages and emails has caused many a disagreement. Short sentences, while efficient, can sometimes read as abrupt or even rude. Maybe that’s one reason for the rise of the emoji!
When it comes to writing a real estate ad, there are various parts of the message to get across
The facts – These are the property’s features, the type, and size.
The appeal – What are the standout features and benefits of the home? Is it the location, the decor, the section size, or the view? These key points are often what you’ll bring out into your headline.
The ideal audience – Your target market is often implied by your tone of voice. Are they seasoned investors or hopeful first home buyers? Tim wrote about this in a previous article on tailoring your message to suit your audience.
Your real estate advert should read with a certain level of enthusiasm. After all, if the listing makes you sound bored or disinterested, how will it inspire potential buyers to investigate further?
Here are some examples:
“This house has four bedrooms and two living rooms. Come and see it if you want to.”
This reads as flippant, disinterested and doesn’t say much about the character of the house or who might want to live there.
Of course, your tone of voice can go too far in the opposite direction:
“This fabulous, arresting, unbeatable, impressive family residence is the quintessential fabric of family living.”
The sentence above is an instant turn off. It’s difficult to digest, and it doesn’t really mean anything. Be very careful about using superlatives and multiple adjectives to prove a point. Instead, focus on the benefits. What will life be like here?
“In a welcoming community with schools and parks nearby, this 4-bedroom home could be the perfect place to raise your family.”
There’s no hiding the truth. Your ad will be accompanied by photographs, which everyone knows speak a thousand words. Some people are quite wary of phrases like ‘handyman’s dream’ and suspect this as code for ‘this home should be demolished’.
Know your audience
Take the time to understand your audience and learn their vocabulary, so you can speak in a tone of voice that they can relate too.
Developing your unique tone of voice is an opportunity to put your own flair into things and it can even form part of your point of difference as an agent.
Until next time,