The Right Word in the Right Ear

Roy Brooks, the legendary London estate agent understood excellent copy better than most. His classified property ads in the Observer and Sunday Times during the 1960s and 70s were humorous, insightful, thought-provoking and memorable. One ad headline, “Cheap Flat with Posh Address”, hooks the aspirant buyer and simultaneously offers a bargain, a double-hit in five compelling words, demonstrating Brooks’ deep understanding of buyer psyche. Through his copy, Brooks reminds us that property is more about people.