A list of documents to check when buying a property

1. The seller should provide the EGRN extract, because I need to check the documents related to the property ownership [k3: unnatural phrasing] property ownership. The seller should provide an EGRN extract so that I can verify the ownership documents.

2. The seller should provide [k3: repetition/tautology] should supply the title document, because I need to check the history of how the property was bought. The seller should supply the title document so that I can verify the chain of title.

3. The seller should provide [k3: repetition/tautology] should furnish the cadastral extract, because I need to compare the cadastral number with other documents. The seller should furnish a cadastral extract so that I can cross-check the cadastral number against other documents.

4. The seller should provide [k3: repetition/tautology] should produce the BTI technical passport and the floor plan, because I need to check the size of the flat and the load-bearing walls. The seller should produce the BTI technical passport and the floor plan to confirm the flat’s area and the location of load-bearing walls.

5. The seller should provide the id [k5: capitalization error + k4: wrong article] a copy of the seller’s ID, because I need to verify the seller's identity before money transaction [k3: unnatural collocation + k4: missing article] before the transfer of funds. The seller should provide a copy of the seller’s ID so that I can verify identity before transferring any funds.

6. If the property was acquired during marriage, the seller should provide the spouse consent [k4: incorrect possessive case] spouse's consent, because I do not need the problems [k1: style/register-use more formal or neutral style + k3: unnatural phrasing] want to avoid problems in the future. If the property was acquired during the marriage, the seller should provide the spouse’s consent to avoid future disputes.

7. The seller should provide the different certificates about medical, narcological and psychological health [k3: unnatural collocation + k1: style/register-use more formal or neutral style] relevant certificates confirming medical, substance-abuse, and mental health status, because for me it will be the reinforced assurance of the safety deal with good-faith seller [k3: unnatural collocation + k4: articles + k4: incorrect word order] additional assurance that the transaction is safe and that the seller is acting in good faith. The seller should provide relevant medical/substance-abuse/mental-health certificates as additional assurance that the transaction is safe and the seller is acting in good faith.

8. The seller should provide the registration extract and the information about the absent residents [k3: inaccurate word choice] persons who are temporarily absent, because I need to know who is registered in the property and who can appear later. The seller should provide a registration extract and confirmation of who is registered (including anyone temporarily absent) to prevent unexpected claims later.

9. The seller should provide the utilities no-debt certificate [k3: unnatural collocation] certificate confirming no outstanding utility debts and the property tax payment confirmation, because I do not want to pay for not mine [k4: incorrect form] debts that are not mine debts. The seller should provide confirmation of no utility arrears and proof of property-tax payment so that I do not inherit any unpaid liabilities.

10. The seller should provide the checks [k3: unnatural collocation] provide evidence of checks for litigation patterns [k3: inaccurate word choice] records, enforcement cases, or legal events that increase the chance of future disputes for me [k3: redundancy] for the buyer. The seller should provide evidence of checks for litigation records, enforcement proceedings, and other legal issues that could lead to future disputes.

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ROI

Task 4.

ROI is highly important in the difference businesses [k4: incorrect adjective form + k4: wrong preposition + k3: unnatural phrasing] highly important for different businesses. //ROI is crucial for businesses across sectors. / ROI matters to firms in virtually every industry.

ROI is considered unsatisfactory when it fails to meet the company’s minimum acceptable return or does not justify the risk, cost, and opportunity cost of the investment. The any company need [k4: wrong article + k4: wrong verb form] Any company needs to compare the cost of capital (WACC) with ROI, if [k5: syntax – run-on / comma splice] . If ROI less [k4: missing linking verb] is less than WACC, it is unsatisfactory. //A company should compare ROI with its cost of capital (WACC); if ROI is below WACC, the investment is generally unattractive.

Marketing teams often use rough bands: <0% is clearly unsatisfactory, 0–50% is usually weak for high-risk campaigns, 50–100% is borderline, 100%+ is generally healthy and [k5: punctuation – add comma in list] , and 200–300%+ is strong.

ROI that looks low numerically may still be acceptable if the goal was: brand awareness, market entry, repositioning [k5: punctuation – list formatting] brand awareness, market entry, or repositioning or long-term brand equity. //A modest ROI may be acceptable when the objective is strategic rather than purely financial (e.g., awareness, entry, or repositioning).

In addition, even a positive ROI may be viewed as unsatisfactory if: risk was very high, cash was tied up too long or [k5: punctuation – add comma in list] , or competitors achieved much better results. //Even a positive ROI can be disappointing if the risk profile is excessive, capital is locked in for too long, or peers outperform significantly.

Dialogue about advertising

Task 5.

Marketing Department Head: I suggest that we should launch a Super Bowl campaign. [k1: style – in business speech, “I suggest we launch…” is more direct and natural] //I suggest we launch a Super Bowl campaign. / I propose launching a Super Bowl campaign. It is time we increased our Super Bowl presence. [k3: collocation – “Super Bowl presence” is OK, but “Super Bowl visibility/footprint” is more natural] //It is time we expanded our Super Bowl footprint.

CEO: It is not the first time we have considered Super Bowl advertising and I think it is bad idea [k4: missing article] a bad idea. [k5: syntax – run-on; consider splitting or adding a connector] //This is not the first time we have considered Super Bowl advertising; however, I still think it is a bad idea.

Marketing Department Head: Let me put it this way. Our goal is to capitalize on the Super Bowl’s massive reach. Given the scale of social media chatter, the campaign is bound to peak [k3: slightly inaccurate word choice] surge during the broadcast. //…attention is bound to surge during the broadcast.

CEO: I do not think that we justify the investment. [k4: wrong verb pattern – “justify” needs an object or passive structure] can justify the investment. //I do not think we can justify this investment.

Owner: How much does the advertising cost?

Marketing Department Head: The approximate price of a 30-second ad is 8 million dollars. [k1: style – numbers are typically written with a currency symbol in business contexts] $8 million. //…is approximately $8 million.

CEO: It is very expensive.

Owner: How does Super Bowl advertising help our company?

Marketing Department Head: This strategy is bound to increase brand visibility. //This strategy is likely to boost brand visibility.

CEO: It is crucial that this investment should deliver measurable payback. [k1: style – “payback” is slightly informal; “returns” / “ROI” is more businesslike] //It is crucial that this investment deliver measurable returns. / …deliver measurable ROI.

Owner: I agree with CEO. [k4: missing article] the CEO. What is the payback period?

Marketing Department Head: This investment will pay off in the long run. From a strategic standpoint, if we want to outperform the median ad, we must act decisively.

Owner: Super Bowl exposure could be a game changer for us so [k5: punctuation – comma needed before “so” linking two clauses] , so let's try. [k3: vague word choice] proceed. [k1: no short forms in formal writing – if required] //…so let us proceed. / …so I suggest we move forward.

CEO: Okay. I need a time [k3: unnatural collocation] some time for financial calculations. //I need some time to run the numbers.

Ghost of "cool" [k5: capitalization error + k1: style - title should be formal] The Ghost of "Cool". How the problem with Nike's inventory on $10 billion is killed [k4: wrong preposition + k4: wrong tense/voice] worth $10 billion /$10bln inventory killed the ROI.

In the marketing world, there are not more illusion than "sure thing". [k4: subject-verb agreement + k4: incorrect comparative structure ] In the marketing world, there is no greater illusion than the "sure thing".

- For decades Nike was undisputed the champion of the building brand. [k4: incorrect word order + k4: wrong article + k4: incorrect use of verbal] the undisputed champion of brand-building

- The name of brand did not be on trainers. [k4: incorrect negative form + k4: wrong verb form + k4: wrong article] Its name wasn't just on shoes [k1: contractions allowed in informal storytelling]. It was etched into the cultural fabric through heroism of Michael Jordan [k4: wrong article] the heroism of Michael Jordan, the rebellious wit of «Real Men of Genius» ads and the universal challenge of «Just Do It».

- Nike did not sell just sportswear. He [k4: incorrect pronoun - Nike is a brand, use "it"] It sold the aspiration, identity and a peace of "cool". [k4: wrong articles + k3: word choice error - "peace" vs "piece"] aspiration, identity, and a piece of "cool".

- In the beginning of 2020 the brand that taught the world how to worship to "swoosh" [k4: wrong preposition] worship the "swoosh", make the strategic turn, that led to multibillion lesson [k4: wrong tense + k4: wrong article + k4: wrong punctuation (comma before "that")] made a strategic pivot that led to a multi-billion dollar lesson on what happens, when you confuse activity with efficiency.

- That history about how the Nike dependence on performance-marketing led to negative ROI, the mountain of unsold trainers and the crisis of identity. [k4: incorrect sentence structure - missing verb + k4: wrong article] This is the story of how Nike's dependence on performance-marketing led to a negative ROI, a mountain of unsold sneakers, and an identity crisis.

- The pivot to the algorithm.

- The brand faced with uncertainty in the retail trade, during pandemic. [k4: wrong word order - adverbial clause placement + k4: wrong article] During the pandemic, the brand faced uncertainty in retail trade. Nike made the double bet on the strategic that called "Consumer Direct Acceleration". [k3: unnatural collocation "double bet" + k4: incorrect word choice "strategic" (adjective used as noun) + k4: wrong voice] a significant bet on a strategy called "Consumer Direct Acceleration".

- The target was simple and reasonable. The brand wanted to exclude the intermediaries like Foot Locker and DSW [k3: word choice - "exclude" is too strong; "eliminate" or "cut out" is better] cut out intermediaries like Foot Locker and DSW, switched to the model of DTS [k4: wrong verb form (should be infinitive) + k3: incorrect acronym - DTC, not DTS] switch to the DTC model and used the [k4: wrong article] digital performance-marketing for attracting traffic to the own apps and the websites of Nike. [k4: incorrect possessive form + k4: wrong word order] attracting traffic to Nike's own apps and websites.

- At first glance, the data initially looked good. [k3: tautology - "at first glance" and "initially" mean the same thing] At first glance, the data looked good / Initially, the data looked good.

- The range of clicks grew. [k3: unnatural collocation - "range" of clicks? Use "number" or "volume"] The number of clicks grew / Click volume increased. The online sales immediately went up. [k1: style - too simplistic for a business story; use stronger verb] spiked / surged.

- But to sign this digital machine [k3: wrong word choice - "sign" vs "fuel/feed"] fuel this digital machine, Nike made that was unthinkable a decade earlier [k4: missing object - "made what?" + k4: incorrect relative clause structure] did something that was unthinkable a decade earlier: He [k4: incorrect pronoun] It started to play in the game with discounts. [k3: unnatural phrasing + k4: wrong preposition] the discount game / with discounts.

- In the full digital ecosystem visibility that is a type of sport, where you need to pay for entry. [k4: sentence fragment - no main verb + k3: word choice "full" -> "crowded"] In the crowded digital ecosystem, visibility is a pay-to-play sport.

- To stand out in Google and the social network [k4: wrong preposition + k4: wrong article + k3: unnatural phrasing "the social network" -> "social media"] on Google and social media, Nike started to inundate the space with Promo deals. [k5: capitalization error - "Promo" should not be capitalized mid-sentence unless a brand name] promotional offers / promo deals.

- The algorithm was delighted. Short-term conversion rates went up to sky. [k3: unnatural idiom - "went up to sky" should be "soared" or "went through the roof"] soared.

- However, the ROI was rot from within. [k4: wrong verb form - "was rot" (noun) vs "began to rot" (verb)] began to rot from within.

- Chasing the fast conversion [k3: unnatural collocation - "fast" vs "quick"] quick conversions, Nike taught his loyal clients how to stop to buy at full price. [k4: incorrect pronoun + k4: wrong verb pattern - "stop to buy" vs "stop buying": to stop to buy =остановиться, чтобы купить] its loyal customers to stop buying at full price.

- Why  _,__ you need to pay $200 for the last trainer's model, if you can wait some weeks and the targeted ads are suggested you the discount of 20%. [k4: incorrect question formation + k4: wrong conditional structure + k4: wrong voice in "are suggested you"] Why pay $200 for the latest sneaker model when, if you wait a few weeks, and a targeted ad will offer you a 20% discount?

- That dependence on discounts is the death spiral for the lifestyle of the brand. [k4: wrong article + k3: unnatural phrasing] a death spiral for a lifestyle brand.

- When you are going to the fore with promotion, you devalue the product. [k3: unnatural phrasing "going to the fore with promotion" -> "leading with promotions"] When you lead with promotions, you devalue the product.

- You are moving the reason of purchase from want to the benefit. [k3: unnatural collocation "moving the reason" + k4: wrong preposition "of purchase" -> "for purchase" + k3: word choice "benefit" vs "deal"] You shift the reason for buying from desire to deal.

- Ghost [k5: capitalization error] The Ghost of "cool" [k5: capitalization error] "Cool". How the problem with Nike's inventory on [k4: wrong preposition] worth $10 billion is killed [k4: wrong tense/voice] killed the ROI.

- Hangover for $10 billions. [k4: wrong preposition + k4: incorrect plural form of "billion" - after a number, use singular: "$10 billion"] The $10 Billion Hangover.

 

// The brand that once defined cool found itself trapped by its own strategy. By prioritizing short-term digital metrics over long-term brand equity, Nike eroded the very desire that made its products worth paying full price for. The result was not just a poor return on ad spend, but a multi-billion dollar inventory crisis and a damaged brand identity.

Learn these words

📝 Translation task – marked version

The main problem for startup [k4: missing article] the startup was become [k4: wrong verb form (passive instead of active)] was the high cost for the attraction of customers [k3: unnatural phrasing + wrong preposition] of customer acquisition, which made all profit [k2: meaning unclear – likely “ate up all profit”] consumed all profit. // The startup’s main problem was the high cost of customer acquisition, which wiped out any profit.

The trade of electronics [k4: wrong preposition + subject–verb agreement follows] The electronics trade are [k4: subject–verb agreement (trade is)] is often characterized by thin profit margin [k4: number – should be plural + missing article] thin profit margins, so companies rely on the big volume of sales [k4: wrong article + k3: collocation] high sales volumes. For the last year [k4: wrong preposition] Over the past year, the company’s marketing expenses are instantly increased [k4: wrong tense + wrong adverb] increased sharply, ballooned [k4: wrong form – should be participle] ballooning from $6.5 billion to nearly $10 billion.

Now many companies put their billions into performance marketing and waiting [k4: parallel structure – should be “wait” after “and”] wait for instantly returning [k4: wrong adverb position / wrong form] instant returns. // … and expect immediate returns.

Performance marketing is seductive because it promises certainty. However, this certainty may be deceptive. [k0: no error]

The idea of quick enrichment on the stock market is very tempting for the beginner [k4: article – generic plural better] beginners, but it often led [k4: tense inconsistency (present context needs present tense)] leads to losing [k4: wrong form – noun needed] losses.

No one [k4: wrong phrase – “no” alone sufficient] No of the investment tool [k4: wrong preposition + singular/plural] investment tool does not [k4: double negative] promise certainty for 100% [k4: wrong preposition] 100% certainty, because the element of risk has always [k4: wrong word order + missing verb] an element of risk is always present. // No investment tool promises 100% certainty, as risk is inherent.

The [k4: wrong article – generic statement] A good reputation is an active [k3: wrong word – “asset”, not “active”] an asset that will pay off for generations by making dividends again and again [k3: redundancy + k4: wrong collocation] pays dividends for generations. // A good reputation is an asset that yields dividends repeatedly over time.

We faced with [k4: wrong preposition – “faced a situation”] paradox of the situation [k4: missing article + wordy] a paradoxical situation: the clicks were up, sales were down. We need to immediately analyze [k5: split infinitive – can be avoided in formal writing] to analyze immediately the quality of traffic.

Investments in gold are always safe, especially if you buy an ingot [k3: inaccurate word choice – “a gold bar” is more common] a gold bar / bullion. // … especially in the form of bars or bullion.

Video Summary_Brand Extension

The speaker told about the examples of the best and worst brand extensions [k4: incorrect number form – should be singular to match "extension" as a concept]extension// examples of the most and least effective brand extensions // cases of successful and unsuccessful brand extensions. At first [k3: inaccurate word choice – "at first" implies a later change; use "first" for sequencing]First he spoke about the [k4: wrong article – generic concept doesn't need "the"] brand equity and how the [k4: wrong article – generic plural] brands use it to increase the [k4: wrong article – generic concept] price or expand to new places [k3: unnatural collocation – "new markets" or "new categories" is more appropriate for business context]new markets. After that the speaker told about [k3: tautology/repetition – "the speaker told about" used repeatedly] the new audience and how the brands could increase the market share. Then he presented the marketing strategy advantage [k4: incorrect word order + k3: unnatural phrasing]the advantages of marketing strategy and after that the speaker told about the cons of a brand extension strategy. After that he started to show the [k4: wrong article – no need for "the" before plural examples] examples of famous brand extensions [k4: incorrect number form – should be singular to match earlier usage]extension such as Samsung that expanded the products line [k4: incorrect possessive form + k4: number form]its product line. Then he told about Nike and how the [k4: wrong article]the brand occupied the biggest market share in the sportswear [k4: missing preposition + k3: unnatural phrasing]the largest market share in sportswear and how they made the [k4: wrong article] collaborations with athletes. After that the speaker told about Colgate and Microsoft and how they made mistakes by expanding their lines to another product category [k4: number inconsistency – "lines" (plural) → "another category" (singular) is illogical]other product categories. // The speaker discussed examples of both successful and unsuccessful brand extensions. First, he explained brand equity and how companies use it to raise prices or enter new markets. Next, he talked about reaching new audiences and increasing market share. He then outlined the advantages of marketing strategies before addressing the drawbacks of brand extension. After that, he presented famous cases, such as Samsung expanding its product line, and Nike dominating the sportswear market through athlete collaborations. Finally, he mentioned Colgate and Microsoft, highlighting how they failed when extending into unrelated product categories.