We live and breathe marketing and branding day in and day out for our clients. We are constantly tweaking strategies based on evidence of psychographics (lifestyle) to refine the message for our luxury real estate client’s listings in their target market as it evolves and changes with the times. Our view on marketing magic is not a rabbit pulled out of a hat.
What is appropriate for a magic show has no value in luxury or other real estate marketing. Gimmicks have short life spans and may generate cash. Gimmicks at some point they will die of natural causes as interest wanes. Skip the gimmicks!
Successful marketing in real estate or any other profession is based on the fundamentals of marketing. Keep in mind, that marketing is not synonymous with Sales. As our favorite marketing guru, Peter Drucker stated: “The aim of marketing is to make selling superfluous.”
People want to do business with people they trust, respect and like. If you take a moment to review the brands you like doing business with, you will no doubt be able to enumerate what makes them special in your opinion. You trust how they do business, what they stand for and what you can expect from them. It is easy for you to recommend them.
Getting the message right, (your unique promise of value) to your target market will never change, regardless where you promote your message. Remember both psycho-graphics and demographics change as time goes by.“Focus on the right message for the right people at the right time.” – Russell Glass.
Know your audience is something we have preached over and over again in our posts. Do not just relay on demographics or what someone tells you about a neighborhood. ‘Listen to your customers, not your competitors.”Joel Spolsky. Take time to research, and then take time to make sure your research is accurate.
Get out of your office and go talk to people. Get to know them. Understand what makes them tick and what they are about. What are their aspirations, values and desires when it comes to buying or selling a home? We are talking about psychographics or generally speaking lifestyles. “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself”. Peter Drucker
Know your market inside out, every minute aspect of it. We have met several agents with whom we have worked, who can tell you the history of all the homes in their marketplace.
Do not strut your stuff. It is a turnoff when someone is constantly referring to their three-favorite people (me, myself and I). It is also off putting to compare one’s superiority over the competition, however subtle you think you are. “The customer expects you to have knowledge of their stuff, not just your stuff.”Jeffrey Gitomer
The biggest fundamental once you have come up with a marketing strategy is Consistency. Maintain your visibility during lean and good times. The elements (discussed above) make marketing magical. Leave the rabbit out of this!