Enveloping care

Today for Whitewill brokers there was a long-awaited live lecture by Maxim Ilyakhov about the peculiarities of business correspondence in real estate.

Maxim is not only the author of the coolest book "Write, Cut", but also the teacher of Oleg Torbosov, the founder of Whitewill. Thanks to infostyle, Oleg's modern view of texts and the meanings hidden in them was largely formed.

If we put the descriptions of ten new projects in the center of Moscow next to each other and hide their names, we can see that the texts are largely similar and it is hard to understand what belongs where. "A unique project for the Moscow real estate market". "Quality materials and modern engineering solutions". "Convenient location and rich infrastructure". "A house for those who appreciate comfort and convenience." What do they want to tell me as a buyer through these common watery phrases?

The first thing we learned to get rid of during the lecture was empty valuations. There is no value to the reader's world in those "rich" and luscious marketing words "convenient," "quality," "unique," "rich."

Who decided that this location was comfortable? Are there people who are against convenience and comfort or conversely won't buy until they are told that convenience and comfort are still provided by the project here. All the projects in the center say that they are unique, and what is unique about yours? You are offering me to buy an apartment and touch the world of Moscow history, have you read it? There are fights, fires, drinking, feasts, betrayals and murders. You have modern materials, and the neighboring houses are still built of logs? If there are 5 kindergartens and 3 schools in that house, is it better than 3 kindergartens and 2 schools in this project? Is this all from the reader's world?

Or does he like, go down to eat oysters at a restaurant in the evening and ski at the park by the house in the winter. He wants his child to walk to school for 2 minutes and not have to cross any road, that in spring pollen does not penetrate into the apartment through the windows, because the house forgot to make a supply ventilation and water to be from the tap as clean as "Evian", because you want to stay young longer. And some dream of sleeping with an open window to the park, not waking up at night from the roar of motorcycles, and in the morning sweetly sipping to the singing of birds.
You have just read a text with a few scenarios from a client's life. Maxim taught our brokers to take care and fill the texts with just such scenarios.

In general, we talked a lot about care. Care in choosing the right topic for the email so that it's easy to find. Care in the presentation of the text itself, so that the buyer, to whom you sent three variants of apartments, does not get the feeling that he needs to work, to make a difficult decision, and he can easily read the important meanings. Taking care to structure and separate all thoughts into messages so they can be forwarded to the wife you want to consult with.
Maxim has given the brokers the task of writing with the new knowledge in mind. At the end of the week, we will send him letters and some dialog with clients for review, and he will write us down detailed feedback on what else can be improved so that our buyers feel enveloped in our every letter and message.
In July, we'll be hosting another lecture with the man who ran customer service at Louis Vuitton for 8 years, and he'll talk about how to make customers say "High" more often.

If you're a good broker of downtown Moscow, come work at Whitewill. This is a place for winners. For people who love development and don't want to spend their best years in a regular average company. We'll give clients, and open access to dozens of professional lectures and training materials.

We're cozy, fun, and have an awesome team, but you won't get to fool around and go long periods of time without deals. You're gonna have to work. If that doesn't scare you, write. We'll set records together, enjoy life, deals, wins, good real estate and travel the world as a team selling for billions.