Archive for the ‘uncategorized’ 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

Does Sex Sell? - 22 | 03 | 2011

Creating innovative and fresh property advertising is all about thinking outside the square. Two agents on the Gold Coast have well and truly achieved this, pushing advertising boundaries further than before.

Neo Property principals Ian Adam and Adrian Jenkins took property advertising to unchartered waters with a risqué YouTube clip promoting one of their Gold Coast listings. It became an internet sensation, grabbing world-wide attention and thousands of views.

There’s no doubt that sex sells. It has been proven time and time again. But in terms of suggestive property advertising it all comes down to one factor – identifying with the target market for your property.

The key then is to produce content that is relevant to your target market.   Who are they, how old are they, how do they consume media and what are their core values? Understand that and you are half way there.

Wrap that up in a video that that has a story behind it, draws on the heartstrings of clients, and promotes a property’s salient points and emotional features while taking the viewer on a journey completes the picture.

Something that we think ticks those boxes  – http://bit.ly/fnD6DX

So while we know the concept of sex sells, applying that to property advertising will attract a market.  But is it the target market…?

category: Brands, Real Estate, marketing, online video, social media, uncategorized, video

Buyer Behaviour Understood (1). - 19 | 07 | 2010

There are approximately 5 different buyer behaviours that property searchers exhibit over the course of their journey.  The first is the concept of exclusion.

On average, a potential buyer will look at around 30 homes when conducting their search (across print and web) and in deciding which properties to view will exclude 27 and look at only 3. The exclusion process is based on a number of things – the quality of the photography, the pricing and the first couple of lines of copy.

The key for any agent is to ensure that they have a property that gets included rather than excluded. Maximise the chances of inclusion by investing in these things: great quality photography (3-8 images,) great copy and accurate pricing.

Once the buyer adds your property to the ‘include’ pile, the supplementary marketing content (property video, 3D floor plan) becomes crucial as it adds another layer of detail, another level of engagement, and sinks the all important emotional hook.   Once hooked, that property searcher becomes a potential buyer…

category: uncategorized