Many luxury real estate marketing professionals are often trapped into directing their marketing efforts to labels and concepts. Here are some examples of labels: millennials, baby boomers, generation X, Y, Z, and so on and so forth. These labels are indicative of trends only. Some marketing pundits feel that marketing to different labels is what attracts them to buy from you.
We wholeheartedly disagree. We find that many core values apply to all those labels. The photo above states the core values of Green Star coffee roasters, where we buy our coffee beans. These core values are true for many, regardless of their generation label. Core values are the guiding principles that dictate our paths in life and in business. It explains why we choose one product over another, or one real estate professional over another.
Marketing to a label is the lazy solution, however, it is not as effective as marketing to core values. Marketing to core values involves research of the target market. That research will determine the marketing effort needed to attract the right buyers and the right sellers in your real estate target market.
Are You Marketing To Labels Or Core Values?