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Estate agents could miss out on clients if they do not learn how to market to people with dyslexia, according to copywriter Jerry Lyons, of Estate Agent Content Club.
Lyons has launched what he says is an ‘industry first’ marketing guide giving tips on creating dyslexia-friendly content.
Some 10% of the UK population have dyslexia, data from the British Dyslexia Association shows.
The guide explains how to make content accessible for people with the condition, with advice on techniques such as spacing, fonts and writing styles. It also discusses the use of other communication forms such as voice notes and video messaging.
Lyons began researching dyslexia after his own daughter, now 11, was diagnosed.
He said agencies could miss out on many potential clients if they did not get clued up on marketing for people with dyslexia.
“When you drill down the numbers, it’s easy to see that your agency will most likely have clients who have dyslexia,” he said.
“You’ll have potential buyers, sellers, landlords and tenants who are. And these people may never engage or instruct you if you don’t get smart about including their learning styles within your marketing and content.”
Lyons added that making such changes to an agency’s communications and marketing strategy was ‘surprisingly easy’.
“For me, it’s a business no-brainer and the right thing to do ethically,” he added.
He urged other industry partners to follow suit, as the issue is ‘bigger than trivial industry rivalries’.
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