Notes
(04)Written for the people who commission the work.
Practical writing for agencies selling property, developers marketing a building, and brands whose business is judged on how it looks: what a page has to do, what it costs, and where the money is best spent. No industry commentary, and nothing written for other developers.
- Luxury brands
Luxury online is restraint, not ornament(04)
The brands that read as expensive on a screen are the ones that took things out. Here is what they take out, and what they spend the room on instead.
- Real estate
What a property page has to do before anyone books a viewing(03)
A buyer decides in seconds whether a listing is worth their afternoon, and most of that decision is made on things that are not the property.
- How we work
Why our prices are on the website(02)
A floor, a band, and the four things that move the number — published, because the alternative wastes everyone's afternoon.
- How we work
The numbers we don’t publish(01)
Two of our three case studies carry no result at all, and the rule that produced that is the one we would defend hardest.