📖 Today’s lesson
Lesson 2: The same property has many pitches.
Register is who you are speaking to and what you assume they care about. Left alone, a model writes to nobody in particular. Naming the audience is what makes the copy land.
Why this matters: A first-time buyer, a downsizer and an investor want three completely different things from the same three-bedroom. Most agents write one description and hope. Writing three costs you ninety seconds and changes which enquiries you get.