Our writing style.

We are warm and human.
We’re an enabling and ambitious business, not a dull corporate, so we always reach out to inspire and engage.

We are upbeat and positive.
We’re collaborative partners, so we write eye-catching headlines that really connect.

We have an opinion.
We’re clear and single-minded about what we think about our business, our sector, and the benefits of working with us.

We are clever and thought-provoking.
We make every word count. We make every word work hard; there’s no time or room for waffle. To us, less is definitely more.

We own our area with expertise.
We’re real estate experts, so we can speak with the confidence that comes from deep-level knowledge and insight.

We make it clear and simple.
We’re always clear about what we’re asking our potential partners to do by crafting direct calls to action and making it simple to access us and do business with us.

Do:

• Write in conversational, modern, everyday English; natural and authentic.
• Write in complete, punctuated sentences.
• Write in the first-person using the active voice.
• It’s about “us”, “we”, and “you”.
• Stay positive, helpful, and enthusiastic.
• Use contractions like “I’m” and “it’s” to keep your tone informal.
• Be polite and professional. Remember to say ‘please’ and ‘thank you’.

Don’t:

• Use jargon, inside jokes or slang.
• Use abbreviations or ‘text-speak’; It’s not gr8, m8.
• USE BLOCK CAPITALS in body copy; it sounds like you are shouting.
• Bark instructions at your audience.
• Patronise your audience or make assumptions about them.

Writing headlines.
We have confident expertise and a directness of approach, speaking in a crisp clear and jargon-free way. This enables us to write headlines that are simple, modern, and eye-catching.

We take a direct approach to make bold, engaging statements:
Reinvent your future on Talgarth Road.

We use engaging invitations and crisp calls to action:
Learn in W6. Love living in London .

We can use modern, informal language to add a touch of wit:
Hey, Hammersmith…
Student living is looking up.

We can add emphasis by ‘stacking’ our headlines:
Student living.
Later living.
Easy living.
Dominus. For living.