Have you ever heard the tone of voice of real estate, or even tried to apply this concept of marketing in practice? The real estate’s tone of voice is one of the most important pillars for any type of communication plan or internet content strategy.
Because it is with the tone of voice that real estate leads can get much closer to your brand and recognize it “from afar”, as if it were a person arriving in space.
But how do you make the tone of voice? And what is the real importance of this for an efficient marketing plan? Does the tone of voice need, in fact, to have a “voice”, or can it be just for text, images and visual identity?
These and other questions we will answer from now on. That way, you can delve into the subject and put this excellent strategy into practice, who knows, even today.
Real Estate Tone of Voice – What is it and why is it important to use the right tone of voice in campaigns and branding
It is very clear that the internet is currently one of the biggest sources of attracting the public and generating new business. It is not uncommon to see companies migrate part of their operations to digital, as it is possible to have a very large reach through a network that connects millions of people.
In addition, for any growth strategy, we need to take many other factors into account than just those related to price, news, differentiation and promotions. This is important. But you can’t put 100% of your real estate’s energy and resources into repetitive campaigns that don’t actually talk to the prospect.
And precisely because of that, the tone of voice comes into the picture. It’s with the tone of voice that you can connect even more with your prospects. After all, this will generate empathy and, in the long run, will generate sales. Empathy, in this case, is essential for you to be able to attract a right audience close to your brand. With empathy, you generate connections, which generate identifications, which generate sales.
To understand more about empathy, we recommend reading this article: Broker: Use empathy to attract more clients to real estate.
From now on, we will understand a practical step by step of how the tone of voice can be applied in your real estate marketing strategies in an organized way and focused on long term results – After all, it is not overnight that if you build a personality, don’t you think?
How to use real estate’s tone of voice in digital marketing to drive sales and capture more qualified leads
Real estate’s tone of voice is one of the most viable and efficient alternatives you can put into practice in a marketing strategy, whether in digital marketing or in conventional marketing.
After all, the tone of voice is not what your real estate agent says (the message). But yes, as she says. For each audience, a different approach will be needed. And finding the right way to do these approaches goes a long way with speaking properly.
Does this mean the message is not important? No! On the contrary, the message is very important to match the tone of voice.
There is no single path to good marketing performance. What exists is the union of several strategies (without pulverizing), as long as they are pointing in the right direction. So, because of that, getting the message right and the tone of voice wrong, can alienate the audience. And getting the tone of voice right but using the wrong message can also alienate your target audience.
And to help you with that, we’ve put together a step-by-step list of how you can start setting the real estate’s tone of voice in a very simple way.
The idea is that you simplify everything as much as possible. Having a proper language is much better than having a complicated language. So, as much as you choose a more institutional and formal path, know that simplification will still be essential.
See our list of how to get started creating your real estate’s tone of voice:
- If your real estate agency were an ordinary person or a celebrity, who would it be?
- Does your real estate agency want to be more introverted or more extroverted?
- Think about how your real estate agent would like to say hello or say goodbye at an event or meeting;
- Identify the type of speech used in content production and advertising campaigns (plural or singular);
- What are the expressions that the real estate persona and target audience are used to hearing?
We’ll go through each of these topics in depth from now on. So, if you want to get good results from a tone of speech in your company, read on.
If your real estate agency were an ordinary person or a celebrity, who would it be?
One of the simplest and most practical ways to start structuring the real estate’s tone of voice is to think the following: if it were a person, who would it be? Or, if she were a person, who would she want to be?
The tone of voice is nothing more than the way your real estate company communicates with the market and the public. And communication, of course, involves a lot of the human factor. So, we can say that the tone of voice is a way to humanize your brand more and more.
From a marketing point of view, the humanization of a brand or company is essential to generate even more powerful and efficient connections. After all, people connect with people. And institutional brands, as you know, are not people. Until we can, finally, use people as a “showcase” for the brand, creating strategic communications that truly speak to the public itself.
Surely, you’ve seen television commercials where some celebrity talks about a brand, haven’t you? Well, this doesn’t happen for the simple fact that that celebrity is just popular.
But yes, it happens because that celebrity is, then, the key to generating empathy and connection. It’s a way to humanize a product or service and amplify the reach, with a familiar voice that sounds good in the persona’s ears. The more human the communication, with known (or unknown) personality traits, the better. The way you speak matters a lot.
But still, this is not all. Because the tone of voice involves other aspects related to styles, which makes all the difference. Let’s understand from now on.
See later: Evergreen Content for Real Estate – What is it? How to have content without expiration date?
Does your real estate agency want to be more introverted or more extroverted?
We understand that humanizing real estate is one of the marketing strategies that needs to be properly organized in your marketing plan .
After all, as much as there are technical expressions for the market, we can never forget that the market is made of people – even the B2B (business to business) market, as companies are also made of people. And for that, the humanized tone of voice, with its own style, will be fundamental.
In order for you to start structuring all of this more clearly, asking a few questions will be essential. The answer to these questions is what will guide your real estate’s tone of voice for perpetuity – or even when you think it’s time to change.
So how does your real estate agent want to communicate? More introverted or more extroverted? This makes perfect sense so that, in fact, things can happen at a thought-out and planned pace.
But what does it mean for a real estate company to be introverted or extroverted?
It is very simple to understand this since we are talking about humanized language. An extroverted real estate agent will be very active in your communication. She will produce a lot of content on social media, blog and YouTube channels.
While an introverted real estate agency will also have a presence on digital channels and outside media to conduct a communication – but it will be with much less frequency and quantity.
In addition to the introverted language itself, it will be much more contained. It will just say enough, period. In an extroverted language, there will be more room for more informal collocations, jargon and expressions that make sense to the persona.
Think about how your real estate would like to say hello or say goodbye at an event or meeting
Another excellent way to start structuring the real estate company’s tone of voice is by thinking rationally about something simple: how would your real estate company like to greet people and say goodbye to them?
Yes, this is how you will start to create a language style for your real estate, since it should be thought of as being were a person.
Therefore, the best way to find a good way to find the tone of voice is to ask some questions to answer them in order to build the language.
A jargon or an expression can be very characteristic of your company when greeting or saying goodbye. Whether in a YouTube video, in a text or in a face-to-face presentation.
This identity in language is a fundamental part of the construction of identity in the medium and long term. Therefore, it is not overnight that your real estate agency will be known for greeting this way or that. But yes, over time. The more you repeat a language or style of speech in content and advertising, the better.
Identify the type of speech used in content production and advertising campaigns (plural or singular)
“We” or “I”? How do you prefer to communicate with your audience? Choosing between plural and singular is simple. After all, just opt for one or the other. And this will make all the difference in the future, when your real estate is already well established in the market. A first-person communication will speak one-to-one. In other words, your company will be more humanized.
While a language that uses “we”, it is much more institutionalized and brings an image of a company and not so much of a person. But, of course, this is not a rule. Because communication can be based on “we”, but in a way that suggests that the “we” is a group of people. After all, as we previously understood, every business is made by people.
Using “I” in communication is one of the best ways to talk directly. After all, whoever is listening or reading, will have a greater impact of empathy. The connection will be bigger. While using “we” demonstrates greater teamwork, where more people will help the target audience.
Choosing between one and the other is simple. Just understand your persona and choose what makes the most sense to her.
What are the expressions that the real estate persona and target audience are used to hearing?
And let’s not forget about a very important point, which are the popular expressions and sayings that can generate a lot of connection with the target audience or persona. Therefore, study your audience as much as possible so that you can extract precious information from them.
A simple style of speech or a simple expression, when properly used, can make a marketing campaign bring even greater results. Because the more empathy you generate, the greater the conversion.
The importance of maintaining consistency and standard in communication – This is how the real estate’s tone of voice will be constructed
Finally, don’t forget about consistency. Using one type of language today and one type of language tomorrow will not help. On the contrary: it will mess up a lot.
After all, this will totally confuse your target audience. In this way, consider the long term as the ideal future for you to reap the results of a personalized, humanized and rooted language. The tone of voice is the way your real estate agent communicates. And this “way” will make the results appear up ahead.
Don’t keep changing your communication style all the time. The prospect needs to perceive your brand in a specific way – and this way needs to be repeated over and over again. We are sure that applying all this, good results will appear like Lahore Smart City. Good sales!