Have you ever read an email subject line or seen a news broadcast that referred to something by its acronym – and it’s one you’ve never heard before?
I sure have. Just this morning a news broadcaster was mentioning the impact of something. But I don’t know what it was because he referred to it by its acronym. I asked my husband if he had any idea what they were talking about. Nope. No clue. He likes to channel surf, so away it went.
Once in a while I become curious enough to try to look it up, but not often. When it comes to acronyms, I’ve found that the same ones can sometimes apply to a large number of topics. Sometimes the topics are even related.
So – before you can figure out what they’re talking about, you have to know what they’re talking about.
When you want to convey information, be clear.
Before I write an agent bio, I ask agents to fill out a questionnaire, and now and then someone will refer to past employment or a college by an acronym that I don’t recognize. I always try researching first to find out what it means, but sometimes I have to give up and ask.
I specifically ask them to write out the full names of their designations, because I don't have them all memorized, and the letters alone will mean nothing to prospects.
When you use acronyms in your marketing messages your audience will probably guess that they have something to do with real estate, but will they care enough to find out exactly what it means?
And if they don’t know what you meant, will it affect the meaning or impact of your sales message? I think so. If nothing else, it will annoy your readers, because none of us appreciates being made to feel ignorant.
Real estate jargon can also confuse and annoy your clients.
Grown people should know enough to ask questions, but many people won’t, because they don’t want others to think they’re ignorant.
So – you can be rambling on using real estate jargon and terminology while they’re sitting there nodding their heads and wondering what it all means.
Take the time to explain words that might be unfamiliar to non-real estate people. Better yet, create a hand-out sheet that explains the words they’re going to hear. While you’re at it, why not create a time-line for them to follow along from offer to possible counter offers, to acceptance – and then to the appraisal, the inspection, conditional loan approval, walk-through, etc.
Did you know that common use of the word “escrow” means different things in different parts of the country? It does, so if you’re in the West and your clients are from the East, they may not understand what you’re saying.
People do like to feel like they’re in control of a situation and understand what they’re doing. So make it easy for them.
Make your communication as clear as possible - and avoid acronyms and jargon when you can.