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Writing property descriptions isn’t marketing – it’s art. It’s expression, feelings, emotion, tone and style.
Here’s the difficulty most agencies face – they don’t have the level of self-awareness for their brand to have a distinctive voice. They assume that a string of adjectives, carefully sewn together and worn like a new suit will do the job.
This bland and boring narrative does the exact opposite of what is intended. It won’t turn anyone off, but it will most certainly fail to win hearts and minds.
In the same way that an agency seeks to differentiate through the colour of their branding, so should they differentiate through the style of words they use. Those of a certain age will recall the Roy Brooks agency and their distinctive property descriptions.
Without a refined and precise tone of voice, you’re just peddling words – hoping they speak for you.
Agencies hire copywriters for one of two reasons. They don’t have the time, or they don’t have the skill. The best, like Neil, take the rambling mess of words and turn them into something that creates emotion and from that results.

As Bowmark put it, ‘The exceptional calibre of LRG’s people, and its focus on service excellence through digital transformation and product innovation, will ensure its continued success with its new investment partner.’

Re-enforcing that if you have a strong, focused person like Peter at the top of the business pushing through the core values of the business, you invest in the right people, and you embrace proptech – the digital transformation of real estate, you have a scalable and salable business.

A thing to think of at the micro-level for SME owners looking to ‘sell’ their businesses, the more digital and efficient it is, the higher revenue and profit, and better price acheived. Tech is not the enemy, tech leverages the talents of great sales and lettings team. Which is why we have at Proptech-PR being offering an advisory service since 2017 to agents who need to modernise.

Nothing new here. The only difference is that our ID/AML solution that has the approval of a Gov Dept and exceeds safe harbour standards is available for clients to access and agents to outsource to, whether parties are using PSD Logbooks or not.
It appears that the solution mentioned is only available if your client has an Etive property Logbook.

As ever good to talk Dan and appreciate you updating your comment. As I said on the call, what we have been able to prove now is that you can link a certified digital identity with a provider of any kind of log book, in our case it happens to be our Property Log Book®. Indeed as part of improving the sales process and up-front infromation you could link a certified identity with a PSD log book too, as can any supplier of log books. You’ll remember from the project meetings you attended last year, the scheme is a cross industry scheme. thanks and best.

Yes Daniel, Stuart is the last person to have a gatekeeper mentality that is why the government had him head up the digital framework group, he was doing digital log books for properties in Tower Hamlets seven years ago.

That is why I and the Proptech-PR team are such huge advocates of Stuart and Etive Digital, as not only does he understand the whole space – Digital ID of the individual, but also the case for forensically defining the property asset.

What is most encouraging is that now the government is FINALLY moving on personal ID both in the property and emloyment sectors, two big verticals to now replace paper and analogue with quick, digital solutions, April 2022 will start a whole new different world.

If I, the biggest Benefit Landlord in Nottingham is no longer taking Benefit tenants cause of the UC system, then society has a problem.

So easy to solve though. But Govt don’t do solve, the just keep swapping the Ministers roles so no MP is held accountable nor in the role long enough to learn it like me that’s had many same tenants over 24 years, so we do know what it takes to keep people safe in their homes.