Business Rhetoric Done Right

by Abigail Gleason

The homepage of Winston-Salem, NC office of Leonard-Ryden-Burr Real Estate (LBR) makes a pleasant, informative first impression on its audience. Ryan Ireland’s presentation on the basics of digital writing emphasizes the importance of accessibility and simple interface navigation, an aspect of communication that is immediately apparent on the homepage of Leonard-Ryden-Burr Real Estate (“digitalwriting.mp4).

Web Publications & The Rhetorical Triangle

LRB’s prominently featured slogan effectively appeals to logos, ethos, and pathos in just four words: “Local Agents, Local Knowledge” (Leondard-Ryden-Burr Real Estate). By introducing the business as a local organization, the writers establish logos under the simple but effective implication that agents who call Winston-Salem home should know local real estate better than non-natives in the area.

Emphasizing the company’s local identity also promotes pathos by highlighting common ground between the readers and the writers, essentially creating an emotional connection between the business and its audience. While this emotional appeal is subtle and probably subconscious to most consumers and potential clients, it is a highly effective and carefully constructed rhetorical strategy that creates a sense of community between Leonard-Ryden-Burr personnel and clients who are interested in buying property in the area.

Guaranteeing local expertise reinforces LRB’s ethos in this rhetorical situation by assuring its audience that this company in particular is more credible than competitors due to its commitment to hiring and serving a community of Winston-Salem natives.  Creating and maintaining a sense of community and hometown pride and capitalizing on the notion of “insider knowledge” persuades readers to deduce that LRB has an edge over non-local competitors.


Screen Shot 2016-01-27 at 2.15.27 PM

Figure 1: LRB Website

Catering to Consumers

The suggestions for composing effective business blogs listed in chapter five in The Essentials of Business Communication can easily be seen in how the homepage successfully identifies “a need” and proposes “to solve a problem” before leading users to continue exploring the rest of the website (“Short Workplace Messages and Digital Media”).  Users are immediately presented with a cordial, concise welcome message that gives LRB’s customers pertinent information without making readers sift through ineffectual, nonessential content.

In adapting to its potential clients and anticipating its audiences’ responses to its services and marketing, LRB uses community-oriented, confident diction that reinforces a sense of goodwill between business personnel and those who are using their website, creating a comfortable experience during a potentially stressful transitional time for clients who are looking to move or sell their home. The site even features a personalized webpage for each staff member, allowing clients to read about and interact with various realtors before deciding on an agent. Some agents, like Ron Arend, added a “Just for Kids” link to his page that features fun, educational websites for children (“Agents”); in doing so, Arend markets himself to families with young children and demonstrates a strong understanding of his potential audiences, as is discussed in chapter one of Essentials of Business Communication (Guffey and Loewy).

In the opening statement on the homepage where LRB promises to conduct business “with a dedication to professionalism, local knowledge and giving back to our community” (Leondard-Ryden-Burr), LRB also takes advantage of the “you” view by emphasizing how the customer and his or her surrounding community will benefit from the services of LRB (“Planning Business Messages).  By effectively employing the basic principles of rhetorical theory and applying some of the strategies discussed in our textbook for proper business writing, Leondard-Ryden-Burr Real Estate composed a professional, easy to navigate website that provides an engaging and pleasant experience for its audience.

Works Cited

Guffey, Mary Ellen, and Dana Loewy. “Planning Business Messages.”Essentials of Business Communication. 10th ed. Boston: Cengage, 2016. N. pag. MindTap. Cengage. Web.

Guffey, Mary Ellen, and Dana Loewy. “Short Workplace Messages and Digital Media.” Essentials of Business Communication. 10th ed. Boston: Cengage, 2016. N. pag. MindTap. Cengage. Web.

Ireland, Ryan. “digitalwriting.mp4” Online video clip. Youtube. 2012. Web. 21 Jan. 2016.

“Agents.” Leondard-Ryden-Burr Real Estate. Delta Media Group, n.d. Web. 21 Jan. 2016.

Leondard-Ryden-Burr Real Estate. Delta Media Group, n.d. Web. 21 Jan. 2016.


This entry was posted in Analysis and tagged , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s