A lesson in clear, succinct copy… from an estate agent

This entry was posted on Thursday, July 7th, 2011 at 6:30 AM

I’m sure I’m not the only one to be inundated with leaflets from local estate agents clamouring to sell my house. And I’m sure I’m not alone in consigning the majority of them to the bin without reading beyond the headline. Especially the one with the headline that read ‘Recent Let’s Agreed’. Sadly, I kid you not.

Anyway, one day last week a leaflet dropped through the letterbox that really broke the mould. It was from the Surbiton office of Hawes & Co and it grabbed my attention immediately.

Why? Well the quirky image of a garden gnome helped! However, although it’s quirky it’s still relevant to the message. The heading states ‘ fact (number 3)’

The first line of copy reads:

‘When choosing a new home, a large garden is a must – unless you’d prefer a small one.’

Then in just 38 words, it gets across the message that everyone has different needs, and that statistics are no replacement for experience, expertise and judgement. And guess where you’d go for that? Hawes and Co of course!

There’s a little bit more copy on the back, but again it’s succinct.

I spoke to Hawes and Co partner, Richard Gee who is based at the company’s Surbiton office. He told me they work with design agency, February Hemlock, of Thames Ditton, and like to produce things ‘that are a little bit off the wall’.

As well as getting across an important message, the leaflet also shows that Hawes and Co have a fun, friendly side, which is always good to know when you’re going to be working so closely with a company.

I’m already looking forward to seeing the other fact cards in the series!


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Hello. I'm Elaine, I'm a copywriter and this is my blog.

It's mostly about words and writing - things that inspire me, entertain me, and make me smile. Sometimes it's about things that horrify me so much I want to scream and shout!

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