Professional Documents
Culture Documents
Specifically, in Figure 1, Bryant aims to illustrate a strong awareness of community news and
events while also appearing helpful to the community and their followers. By posting about
such delays, Bryant conveys a sense of caring for the time of their followers and shows they are
concerned for Wilmington news and current events. This empathy is important to Bryants
customer appeal.
By understanding their consumers
needs, Bryant is able to adapt
messages to their audience more
effectively. Bryant conveys empathy
for the heavy traffic situation and
subsequently conveys to readers
that they understand the concerns
of the community and as such,
understand the needs of the
consumer (Guffey and Lowey 2-4a)
Bryant made a similar rhetorical
appeal following a tragic fire in
Carolina Beach. Again, Bryant
showed empathy and conveyed and
understanding of their audience by
posting a message related to a
community tragedy.
Figure 1
By sharing the article illustrated in Figure 2, Bryant
uses an unfortunate news event to demonstrate
their understanding of current needs while also
showing compassion for the community.
Bryant does not simply share the article with
readers, but includes a brief message, expressing
their condolences while also wishing everyone the
best. This message is important as it shows Bryant is
able to express empathy (Guffey and Lowey 2-4a)
while also effectively expressing sympathy (Guffey
and Lowey 6-5c). This indicates Bryant Realty has
effective communication skills when presented with
negative news.
It is important for business to be able to convey
persuasive, positive, and negative news effectively
Figure 2
as that represents their ability to communicate effectively in the business world. In this post,
Bryant does not dwell on the negative news, but also does not shy away from sharing it with
the community. This adds to Bryants credibility by illustrating their support for Wilmington in
both positive and negative times, as well as their commitment to being open and honest with
their customers.
Other realty companies are also concerned with community events. Intracoastal realty similarly
shared several articles in an effort to appeal to the interests of their local readers.
The post featured in Figure 3 is specific to Wilmington industry and involves news that will
impact both tourism and the housing market. By sharing the post with a positive comment,
Intracoastal establishes their community interest without making a push for their business. This
is a necessary balance to show readers that the company is involved in the area for honorable
reasons and is not always pushing home sales.
Specifically, in this post, Intracoastal addresses Wilmington directly with the message, Good
news Wilmington! The use of relaxed language and an exclamation point demonstrates
Intracoastals desire to be both conversational but professional with their posts (Guffey and
Lowey 2-4c). With this post, Intracoastal is using communication on social media to build
community. By remaining friendly with their language, the company creates a feeling of mutual
interest in community matters.
Persuasive Marketing
In addition to creating posts that are
community centered, the examined realty
companies also generated posts that were
persuasive. All three companies made an
effort to include persuasive posts in
addition to their community outreach
articles. The persuasive elements were at
times more pronounced than others with
the companies utilizing social media to
promote business.
As indicated through the above figures,
Figure 3
social media platforms can play a large role
in building community through
communication. As such, companies like Coldwell banker are taking advantage of social media
trends in order to promote their businesses. This is the case in Figure 4, where Coldwell utilizes
the hashtag, Motivation Monday to promote a listing. This technique gets the readers
attention by taking advantage of hashtags and their rhetorical benefits.
Notably, hashtags help to brand businesses through social media and also make posts easier to
find through online searches (Guffey and Lowey 5-5a). By utilizing social media trends such as
this, Coldwell is able to market more effectively. As you can see in the below figures, Coldwell
posts frequently about their properties and uses persuasive language combined with social
media trends as tools for selling their homes.
Figure 5 is a marketing message, posted by
Coldwell Banker with the intent of selling a
specific property. The post employs the
you centered view of writing to appeal to
their audience (Guffey and Lowey 2-4b).
Specifically, the line, bathrooms are
waiting for your enjoyment directs the
communication to the reader and focuses
the post on the readers needs. This
technique clearly communicates what the
benefits to the audience are showing
readers the business has a genuine interest
in their needs (Guffey and Lowey 2-4b).
With this post, Coldwell creates compelling
rhetoric through the organization of their
message indicating that communication can
be persuasive as a result of both content
and formatting.
Figure 4
A final example of Coldwells rhetorical strategy
is pictured in Figure 6. In this post, Coldwells
employs emotionally vigorous language to clearly
convey their message (Guffey and Lowey 2-5e).
Notably, the home in the post is described as
magnificent and peaceful and descriptive
language is used consistently within the
message. These words are meant to evoke a
feeling of wealth and grandeur within the buyer
and their use showcases how heavily Coldwell
values language when promoting their
properties.
Figure 5