Identifying and serving an underserved market niche better than anyone else can take the notion of sales out of your business equation, all together. In your luxury real estate marketing practice a niche may be a geographic area or a category of properties or a group of consumers with the same values such as environmentalists. The key to marketing to a group of consumers with the same mindset is to fully understand how they think. Most importantly, this includes knowing their deepest concerns or pain points. If you can clearly and quickly communicate that your service can relieve their pain you literally will not have to sell them on working with you. They will sell themselves on you.
Crafting the right marketing messaging is the art of precisely communicating your extraordinary promise of value (through all facets of your brand identity) in such a way that your target market can instantly recognize that you are the one who can best meet their needs. Essentially, you need to know their mindset or psychographics so you can speak to them in their language.
In the realm of luxury real estate you are dealing with achievers of wealth, those aspiring to achieve wealth or those who just want to emulate the wealthy. Your message to achievers will be entirely different from your message to emulators because their needs are distinct. To understand how important the right messaging can be let us take L’Oréal hair coloring products as an example.
Headquartered just outside of Paris, L’Oréal is the world’s largest cosmetic and beauty company. For a while Sex in the City star, Sarah Jessica Parker, was the spokesperson for their hair color line, which usually sells at somewhat of a premium. Ms. Parker’s character in the show is the quintessential emulator.
The question of self-worth is often a pain point for emulators. L’Oréal’s classic advertising slogan, “Because I’m worth it” spoke directly to emulating consumers. The “it” word in the slogan presumes that the product is superior and worth the premium price. Since its first use in the mid 2000s the slogan has evolved to “Because we’re worth it” because research proved that ‘we’ evoked an even higher level of consumer involvement in the L’Oréal philosophy and lifestyle. Plus, it elicited more “perceived” consumer satisfaction with the products themselves. The new slogan was further extended for the kid’s line of hair and body products with, “Because we’re worth it, too”!
Are the ingredients in the product that much better than the competitor’s product line? That is debatable. But, the perception that L’Oréal has created is one of superiority. With just four words L’Oréal has created what is known as “pull marketing” vs. “push marketing”. They are not selling hair color ingredients here. They are offering self-worth as their unique promise of value and their target market is reaching for the relief that represents.
With this “pull marketing” strategy L’Oréal does not need to compete on features that any competent competitor can copy like “foam” or “mousse” versions of the product. L’Oréal has also come out with a “mousse” version of their hair color product just to match the competition. But, competing on features alone is futile.
With one brilliant preemptive move, L’Oréal OWNED the word “self-worth” in the minds of their target market. No other competitor can stake claim to it without looking like a copycat. Test it for yourself. Just ask any woman what brand comes to mind when you say “Because I’m worth it”. This is brand strategy at its best. L’Oréal has achieved and has sustained top-of-mind status.
Pull marketing is what happens when you get your branding and messaging spot on. Instead of going fishing for prospects, the fish jump into your boat. That is because you are communicating your extraordinary promise of value to your target market with precision, in their language. You are not selling. You are solving their problem and you are relieving their pain.
As a luxury real estate marketing professional, do you know the pain points of your target market? If you have not taken the time to articulate your unique promise of value in such a way that you are solving problems and relieving pain, you are working way too hard at selling. And, you are probably annoying your target market in the process.
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