Every industry has its own language, and property is no exception.
We talk about SSTC, LTVs, EPCs, ASTs, chains, completions, stock, exchanges, yields, comparables, conveyancing, instructions and valuations without giving much thought to whether the person on the other side of the conversation actually understands what we mean. Work in property for long enough and this language becomes second nature.
But your customer doesn’t work in property.
And whether you’re an estate agent, mortgage provider, conveyancer, surveyor, developer, proptech business or any other brand operating in the sector, that’s something worth remembering every time you communicate with them.
If you want consumers to understand you, trust you and ultimately choose you, you have to learn to speak consumer – and speak it fluently.
Familiar to you doesn’t mean familiar to them
One of the challenges with jargon is that we often don’t realise we’re using it.
If you spend every day talking about loan-to-values, searches, instructions or exchange, those terms feel perfectly normal. To someone buying their first home, renting for the first time or selling a property after 30 years, these words and phrases may mean very little.
Even seemingly straightforward terminology can create confusion. Does a consumer understand the difference between a mortgage valuation and a property survey? Do they know what exchanging contracts actually means? Would every renter understand the terminology used to explain their tenancy?
If you’re making your customer work to understand your message, there’s a good chance you’ve made communication more difficult than it needs to be.
Expertise isn’t about sounding complicated
There’s sometimes a temptation in professional communications to believe that technical language demonstrates expertise. I’d disagree.
Real expertise is being able to take something complicated and explain it simply, without losing its meaning. That’s particularly important in property because consumers are often making significant financial and emotional decisions.
They don’t necessarily want to become experts themselves. They want someone they trust to explain what they need to know, what it means for them and what they need to do next.
Clear communication doesn’t diminish your expertise. It demonstrates it.
Would you say it like that on camera?
This is one of the reasons we believe video is such a powerful tool for property brands. Put somebody in front of a camera and ask them to explain a subject to a consumer, and corporate or industry language can suddenly sound very unnatural.
Would you actually say, “We offer a comprehensive end-to-end solution designed to facilitate your property transaction” to someone sitting opposite you? Unlikely. You’d explain in a customer-friendly way how you can help them move.
The same principle should apply to your marketing.
Video forces you to think about how people really communicate. Short sentences. Familiar words. Examples. Questions. Explanations. And increasingly, that’s important because consumers aren’t only reading about property – they’re watching it.
Think video first
YouTube, social media, podcasts and short-form content have changed how brands can educate their audiences. For property businesses, that’s massive.
Instead of expecting someone to navigate a long page of technical information, you can have a knowledgeable person explain one question clearly in 60 seconds.
- What happens after my offer is accepted?
- Why do I need a survey?
- What does an EPC actually tell me?
- What does a mortgage broker do?
- Why is my solicitor asking me for all these documents?
These aren’t unsophisticated questions. They’re exactly the questions consumers ask; and answering them well is useful content.
A video-first approach can also improve everything around it. One clear conversation can become a YouTube video, a series of shorter clips, social content, an article, an email or an FAQ. But it starts with speaking in a way your customer understands.
Don’t confuse clicks with communication
There’s another reason this matters. It’s very easy to become focused on algorithms, keywords, SEO, impressions, views and engagement. While all of those things have a place, getting somebody to your content is only half the job.
Once they’re there, do they understand it? Good property marketing should leave somebody knowing more than they did before they encountered it. Better still, it should make them think: they understand the question I’m trying to answer.
That’s how educational content starts building familiarity and trust rather than simply generating another impression.
Listen to your customers
One of the best sources of content ideas is often already inside your business.
- What are customers repeatedly asking?
- What does your customer service team have to explain?
- Where do transactions regularly become confusing?
- Which terms do clients ask you to clarify?
Those questions are telling you where the knowledge gap exists. Instead of assuming consumers need to learn the language of your industry, use your content to translate the industry for them.
That’s relevant whether you’re selling homes, mortgages, legal services, surveys, technology or anything else connected with moving and owning property.
Speak consumer fluently
Property will always have technical terminology. Sometimes it’s necessary, and sometimes there isn’t a simpler substitute. The objective isn’t to remove every industry term. It’s to recognise when something needs explaining.
Before you publish your next article, record your next video or launch your next campaign, ask one simple question:
Would the person we’re trying to reach understand this?
If the answer isn’t an immediate yes, translate it.
Make your property expertise easier to understand
At Move iQ we can help property brands turn expertise into consumer-focused content people actually want to watch, understand and engage with.
From video-first content and YouTube strategy to podcasts, presenter-led formats, educational series and wider media partnerships, we communicate complex property subjects clearly and credibly.
If you want to make your expertise work harder through video and media, talk to us, we’d love to hear from you.
