Content Questionnaire: Abby Peel, Four Seasons Sotheby’s International Realty

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Brafton asked Abby Peel of Four Seasons Sotheby's to share her marketing tips, tricks and pet peeves from the real estate industry.
In this week’s Content Questionnaire, we asked marketing coordinator Abby Peel of Four Seasons Sotheby’s International Realty to give her take on marketing trends. Here’s what she shared: 

Q: What’s your idea of a perfect piece of web content?

I think the perfect piece of web content grabs your eye right away. Whether it’s a picture or a bold headline, something that speaks to the viewer on a personal level always seems to hit a home run.

Q: What is your current content focus?

Lifestyle – we want someone to look at the photography of our listings and think “I can picture myself in this home and in this lifestyle.”

Q: What is your biggest marketing fear?

Taking a risk and having it plummet. I think it’s a worry a lot of people share – but sometimes it’s fun to spice things up. And I get that not everything works out the way I thought it would on the drawing board!

Q: What buzzwords are you guilty of using most?

In real estate, it can be tough to put the right words with a picture, or really describe a property in the given amount of characters. I find myself too often using words like beautiful, amazing and wonderful – If a potential buyer is reading the ad and the property works for them, they obviously think that house is all of those things! I love the good ol’ Thesaurus.

Q: What brands do you have a marketing crush on?

Kate Spade. They really grab your attention with their email campaigns. Whoever thought of calling a clothing line “Saturday Collection” gets an A+ in my book – they totally know how to think outside the box.

I just want one client to come in and say “Hey I bought my house because I saw it on Facebook!” A girl can dream, right?

Q: Which results make you happiest?

A simple compliment on a project that I personally thought was great. It’s always good reassurance.

Q: What marketing skill would you most like to have?

Original creativity. I think it’s something you’re born with, like blue eyes – you either have it or you don’t. I definitely rely on other people to get started.

Q: What do you consider your greatest content marketing achievement (to date)?

The three lifestyles magazines that house a lot of the listings from our offices. It was a project that took a lot of time, effort and pizza from the shop next door to my office. To finally have all three done – and in my hands – is a beautiful thing.

Q: If you were a type of web content, what do you think it would be?

A hashtag. Because yes, I am the kind of person that uses them in texts…

Q: If you could do it all over again, what vertical would you work in and why?

I would be an ER nurse or homicide detective. The reason I’m not is that I hate blood.

Q: What personal trait are you always trying to improve?

To slow down! I think fast, type fast, probably even breath fast – and fast doesn’t always mean the work comes out right the first time around. If I took more time on the first round, I probably wouldn’t have to spend double that time to proof the work!

Abby Peel picture

Q: Do you think your office environment reflects your brand?

Absolutely – unique, clean, positive, creative. Our office used to be an outdoor clothing store and we’ve turned it into a successful real estate office, so something worked!

Q: What is your brand’s most valuable asset?

Being International. That you can be in Hanover, New Hampshire or Moscow, Russia and still come across a Sotheby’s office.

Q: What is your favorite part of the workday?

When my inbox is all read and I can finally put my thinking cap on.

Q: How can other brands/marketers get on your good side?

If anyone wants to get on my “good side” all you really have to do is answer my emails. I hate unanswered emails.

Q: What is your marketing pet peeve?

Typos. Spell check and I are best friends.

My favorite part of the workday is when my inbox is all read and I can finally put my thinking cap on

Q: What’s one social media trend that you wish would die out?

This word “bae.” I feel like a grandmother, but I still don’t get what it means or how to use it.

Q: What’s your current inspiration?

Marketing through social media. I just want one client to come in and say “Hey I bought my house because I saw it on Facebook!” A girl can dream, right?

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Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.
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