#apartmentmarketing: Clarity

Clarity trumps persuasion. – Dr. Flint McGlaughlin

I have written about the subjects of brevity and clarity on a number of occasions. The concept came to me from a senior leader at Equity Residential some years ago and has stuck with me ever since. At the time I had the propensity to provide reports that were beyond the time necessary to digest them and I had the knack of going on and on in my descriptions of strategies and results. That is despite all the customary body language queues that would have guided me otherwise; had I been paying attention to them.

Principle: Brevity and Clarity

When thinking about apartment marketing, exercise the principle of brevity and clarity in your print ad copy, website copy, brochure offerings [if you still do this sort of thing], Facebook posting, blog posting and the such.

It’s not sage or unique advice but nevertheless a good reminder; we live in an attention economy. As such, we have to be compelling in our remarks and mindful of the clarity in our brevity.