Lauren Kaye
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?