TRANSPARENT WORDS

The transparent words
that are undermining your property marketing

80 real quotes, taken from the websites of the 30 best-selling property developers in Spain.
They’re still using them. You don’t have to.

LM BOOK 80 FRASES

A transparent word sounds like something but says nothing.

The buyer reads it, moves on, and you lose their attention without knowing why.

We have audited the websites of Spain’s 30 leading property developers. We have compiled the 80 most damaging phrases, classified them into 8 categories and explained —one by one— why each one works against you.

The document does not identify any developers or developments. It is not an exercise in pointing fingers: it is a guide to avoid repeating the same mistakes.

THE 8 CATEGORIES

CONFUSING · CHEESY · OVERTHE TOP · GENERIC · GRAMMATICAL · NONSENSICAL · CLICHÉD · LOCATION

EXAMPLES

(you’ll see how thorough they are – it makes you think, ‘Blimey, I do that too’)

“Enjoy a world of endless possibilities”
Grandiloquent. It doesn’t specify what possibilities. And I very much doubt they’re infinite.

“…set in a unique setting”
Every environment is unique. Yours is no exception.

“…just ten minutes from the beach”
On foot or by car? It’s not the same.

WHAT YOU GET

  • 80 real-life quotes with categories and analytical commentary.
  • A checklist you can use before publishing any piece.
  • An outside perspective on mistakes that you don’t notice when they’re your own

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As the person responsible for this website, I, Juan Gayarre Calvo, assure you that the personal data submitted in this form will be handled only by me. The purpose of collecting this personal data is to manage the subscription service and send periodic newsletters with information of your interest and related services. If you wish to exercise your rights of access, correction, limitation or deletion of your personal data, or to file a complaint with a supervisory authority, please send an email to [email protected]. If you have read all this, you can't imagine how much fun my weekly emails and the guide will give you.