Are You Marketing To Labels Or Core Values?

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Services for Real Estate Pros with Napa Consultants

www.napaconsultants.com

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?

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Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International specializes in the art of local niche marketing in affluent communities and they are the leader in brand strategy for the luxury real estate industry.  Working exclusively with entrepreneurs and professionals who are passionate about gaining or sustaining market leadership, they help their clients become the breakaway brand in their marketplace.

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 03/14/2017 01:00 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Sotheby's International Realty
Luxury Real Estate
Luxury Home Agents
Old Farts Club
Tags:
luxury real estate marketing tipsketing tips

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Rainer
314,019
Sham Reddy
H E R Realty, Dayton, OH - Dayton, OH
CRS

What a concept, 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.

Feb 16, 2017 03:09 AM #21
Rainmaker
2,280,859
Sally K. & David L. Hanson
Keller Williams 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce - Short Sale

Finding the core connection and marketing to it...spells success.

Feb 16, 2017 04:26 AM #22
Rainmaker
181,679
Kenneth J. Jones
RE/MAX at Barnegat Bay - Toms River, NJ
SRES, SFR, SCGREA

Ron and Alexandra Seigel While the premise of your post is 100% spot on, many (excluding me) believe, that by stating one's "core values" they will alienate those who don't subscribe to those core values, thus, will eliminate potential business opportunities.

Frankly, I'd rather not do business with those who hold substantially different core values, simply because I see those differences as probable points of conflict that are likely to create an unpleasant experience and outcome for all.

Feb 16, 2017 05:06 AM #23
Ambassador
1,366,372
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise in NE Philadelphia & Bucks County

Ron and Alexandra Seigel I love this post - You are brilliant

Feb 16, 2017 05:35 AM #24
Ambassador
848,335
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

My wife and I years ago wrote down our five main core values to support a positive culture and have accountability. it is what our business is based on and is taken to a conscious level.

Feb 16, 2017 06:04 AM #25
Rainmaker
1,731,895
Andrew Mooers
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

The buyer does not want to be "sold" and the trust in so much spin and insincerity makes them distrustful. The input from a buyer who loves your marketing and highlights the core values, that circulation online gets noticed and shared. When we upload a video, and facebook comments are what an attractive home that needs nothing for repairs, the views go up because the herd bee-lines because of the commenters endorsement or teaser that most in the audience want to see what all the buzz is about. But that Johnny on the street communication is being manipulated too like bought reviews and when they go over the top and seem a little "thou doth  promote and gush too much" ..

Feb 16, 2017 06:31 AM #26
Rainmaker
37,404
Alesha A. Wilson
525 Realty Group - Edmond, OK
Real Estate Agent w/ 525 Realty Group, Edmond, OK

Definitely Core Values (:

Like several commented ~ Brilliant post!

Feb 16, 2017 06:32 AM #27
Rainmaker
2,380,401
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Pasadena CA Real Estate 818.516.4393 Cell

Hi Alexandra and Ron -- another smart look at the world of marketing.  Spot on.

Feb 16, 2017 06:35 AM #28
Rainmaker
2,872,955
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Quentin,

We are not in the millienial generation, yet we both have the same values in many aspects.  And those values are not NEW they existed in the B.C. generations.  You alienate a lot of people in all age groups if you just market to one sector of the population.  Values do not alienate, they get referred...A

Feb 16, 2017 06:46 AM #29
Rainmaker
410,716
Nick & Trudy Vandekar
Long & Foster Real Estate Inc - Devon, PA
Realtors - Selling the Main Line, PA Lic AB067198

Good reminder to tighten up who we are marketing to and what motivates them, develop that picture in your mind and speak to that person.

Feb 16, 2017 07:57 AM #30
Rainer
151,325
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC - Granbury, TX
The lifestyle you want, the place to live it

Two ways to do this. 

1) Chase the labels and hope you connect.

2) Put out into the world who/what/how you are in your business and you'll attract the right clients because your message resonates with similar people.

Feb 16, 2017 08:16 AM #31
Rainmaker
556,077
Olga Simoncelli
Veritas Prime, LLC - New Fairfield, CT
Broker-Owner, RE Consultant, Licensed in CT & NY

Hello Ron and Alexandra - a very subtle, yet astute distinction.  I think the "labels" are so generalized that you would only reach a certain percentage within a specific label anyway, while the core values should appeal to those across all sectors, be more on target and for a more sustained period of time. 

Feb 16, 2017 08:43 AM #32
Ambassador
2,894,245
Jeff Dowler
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude - Carlsbad

I think you've made an important, indeed essential, distinction. Core values are more likely to help form a common bond and relationship as opposed to a commonality of labels which may simply be on the surface.

Feb 16, 2017 08:45 AM #33
Rainmaker
2,037,077
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

I look for substance as well as dish it out...Why anything less than that?

Feb 16, 2017 09:30 AM #34
Rainmaker
3,651,858
Roy Kelley
Realty Group Referrals - Gaithersburg, MD
Roy and Dolores Kelley Photographs

Congratulations on your feature recognition. This is excellent advice to share with real estate professionals.

Feb 16, 2017 10:04 AM #35
Rainmaker
2,872,955
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Jeff Dowler I appreciate your insightful comment.  That bond you are talking about is way better than any leads one could get, because it leads to referrals.  We have friends in all ages!  From the very young to the very old.  We all share the same core values.  No one wants to be pigeonholed by their age or anything else like that.  A

Feb 16, 2017 10:41 AM #36
Rainmaker
2,872,955
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Hannah Williams Thank you for the lovely kudo.  I am blushing!  Wishing you a wonderful day.  A

Feb 16, 2017 10:42 AM #37
Rainmaker
95,952
Mary Jo Quay
Remax Advisors - Minneapolis, MN

Values transcend age groups, and are human.  All business is human, and we need to touch the real person to make a connection. 

Feb 17, 2017 05:59 PM #38
Ambassador
1,251,375
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORs® in Clark County, WA

I'm enjoying all of the thoughtful comments your post evoked. The mark of a great topic, right?  Shared values are what create lasting connections - and you're right, age doesn't matter. 

Feb 18, 2017 01:24 PM #39
Rainmaker
2,872,955
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding and Marketing

Mary Jo Quay Thank you for that beautiful comment, and we agree with you whole heartedly.  A

Feb 18, 2017 01:27 PM #40
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