Archive for the ‘copy writing’ Category

Decoding real estate ads - 09 | 05 | 2012

At IMAGEination we tend not to use abbreviations – full sentences and adequate explanations make our copy stand out from the rest when trawling through real estate.com or paging through the Domain section of the Sydney Morning Herald.

However, classified ads are different story – abbreviations are a necessary tool to deliver information in the smallest possible space. This article will try and decode these abbreviations so you know what to expect when you turn up at an open home.
Bedrooms with built-ins, b/ins, BIR – any one of these three abbreviations are used to say built-in wardrobes, as in the cupboard that is built into a bedroom so there’s ready-made storage for your stuff. Built-in wardrobes are standard in most new homes and would be an easy way to add value if they aren’t installed. A benefit to a home already having built-ins is that they give you an idea of how much space you have in a bedroom without having to guess how much room the cupboard will take up – it’s already there.
WIR, Walk-in – this is a walk-in robe, the more luxurious version of a built-in which is usually bigger with more space for storage.
Ens – is an ensuite bathroom, meaning a bathroom which you don’t need to leave your bedroom to find.
LUG, SLUG, DLUG – no we aren’t talking about slugs, bugs or other creepy crawlies, LUG is lock-up garage, with the S and the D standing for single and double.
Fl/boards – timber floorboards, sometimes preceded by ‘pol’ meaning they are polished timber floorboards. Floorboards are seen as advantageous as they are easy to maintain and look great.
RLA – rear lane access. This is where there is the ability to enter the property from a lane at the back. It usually means the garage is in the backyard and you can drive into it from the laneway rather than the street address. It sometimes means that the access is only for pedestrians, but there is always potential for parking STCA…
STCA – this means subject to council approval. This term is used for explaining the obvious potential that a property has, in terms of renovation ideas or external changes that could be made. STCA is used as an advisory that these changes and uses may need to be approved by council before you do them. This could mean creating a parking space in your backyard to make use of rear lane access, extending living areas or building a second level.

Words by Megan Macpherson I IMAGEination.tv

category: copy writing, marketing, uncategorized

Light house for sale - 19 | 09 | 2011

An inspired heritage offering has stolen the spotlight in the Sydney market; this dramatic residence sits beneath the iconic Macquarie lighthouse and is attracting a unique blend of buyers thrilled by the rare occasion to invest in local maritime history.

What was once two separate lighthouse keeper dwellings have been expertly transformed to mirror the opulence of its remarkable clifftop setting. Celebrated heritage architect Clive Lucas reinvigorated the original four-bedroom cottage with a flawless restoration showcasing refined period details and contemporary flair. The expansive 2600sqm block of land reveals endless potential within the prestigious Vaucluse community.

Ray White Real Estate agent James Hundt believes that the keepers’ cottage provides a premier family address with a selection of indoor and outdoor entertaining spaces that uphold a priceless tribute to its historic setting.

“The buyer will be someone with a true appreciation of the heritage of this property as well as a keen desire to entertain and share this property with guests.” Mr Hundt said.

To obtain your very own piece of eastern suburb heritage, you must of course pay the full-figured price tag and the owners of this immaculate single level residence have their sights set on a sale price of over $8 million.

Words I Katie Taylor I IMAGEination.tv

category: Lifestyle, Real Estate, copy writing, marketing

The power of social media marketing - 01 | 05 | 2011

Word of mouth is undoubtedly the most powerful marketing medium in business. And now social media platforms such as Facebook and Twitter are adding another dimension to property advertising.

Australia’s real estate market expects information to be readily available and direct. IMAGEination Digital Media Manager Nick Keenan said combining social media with video productions was a powerful complement to any marketing mix. “We are now seeing major players in the real estate industry embracing this concept – from direct property marketing through to promotion and brand awareness,” he said. “Clear evidence being the major portals such as realestate.com.au embracing and moving video technology to the forefront of their services.”

Mr Keenan said social media pushed traditional word-of-mouth marketing boundaries further than ever before. He said people needed to identify elements of their specific campaign that were socially engaging. “I really think the power of social media lies at the brand level more so than at a campaign level. In the social space, it is all about how information is wrapped up and delivered.”

He encouraged real estate marketers and agents to look specifically at how social media mediums could work for their business. “It’s a new and very exciting medium where the core values and principles of marketing are very visible and being heavily embraced,” Mr Keenan said. “I do however think there is still a long way to go and again, the real estate industry needs to look outside of the market to see how resources such as social media and online video are truly and effectively being utilised.”

category: Brands, copy writing, digital media, marketing, online video, social media

Benefits of professional copywriting - 29 | 04 | 2011

Do you have trouble turning your creative marketing ideas for properties into words? Can’t find the right phrases to describe a sale property? Writing is not your expertise?

You should hire a professional copywriter to assist in conceptualising innovative advertising copy. Whether it’s a multi-million dollar mansion or one-bedroom inner-city apartment, there is always a unique and interesting way to write advertising copy.

Here are six reasons you should enlist a professional copywriter:

1. Copywriters are dedicated to your specific writing needs, leaving you more time to focus on other important business tasks.

2. It is an efficient way to improve turn-around times so you can avoid poorly written advertising copy that is a hassle and costly to fix or replace.

3. Professionally written copy increases viewers’ attention on your specific property.

4. It allows you to create focused and unique written material to grab attention of a specific target audience.

5. You are after a fresh and new approach to written material for your property.

6. Spelling mistakes and typos can damage your brand, so can awkward or poorly descriptive phrases. Professional copywriting ensures your marketing material is error-free and clearly understood.

category: Brands, copy writing, marketing

What’s in a Supplier? - 27 | 08 | 2010

There are multiple marketing service providers in the market place now, which on the surface may seem quite similar – the websites look good, and for the most part, prices are comparable.  Outside of building strong customer relationships with your suppliers, your choice needs to be based on 4 key things. 1. Quality of product 2.  Consistency of product 3.  Service – pre-sale, on-site, & after sale, and lastly on their ability to provide you access to innovation.  If your supplier ticks all of those boxes then you are well positioned to build a strong market presence, win listings and attract the right kind of buyers.

category: copy writing, digital media, floorplans, marketing, photography, social media, video

The Concept of Brand - 07 | 06 | 2010

Building a recognisable and trusted brand is the goal of every business (and one that Apple owns!).

A strong brand is built through the quality of product, quality of service and ability to build trust with the end user.  It takes time however and the absolute focus should be ensuring that every touch point a client has with your brand is a positive one.  In a small business environment this is more easily controlled, however as a business grows ensuring that the same virtues, principles and processes around quality can sometimes be lost in the quest for growth.

Keeping that focus on quality and service is vital and the time taken to instill this into your staff will pay dividends in the long run….hopefully.  It’s not easy and not every brand makes it.

From our perspective it all starts with a quality product, wrapped up with fantastic service, delivered quickly and easily, has a perceived value by the client, is marketed well and is backed up by strong post-sales support.   Fingers crossed….

category: copy writing, digital media, marketing, photography, video