Standing Out Means NOT Doing What Everyone Else Does!

Smart real estate marketing often consists of doing what everyone else is not doing.  When you copy what everyone else is doing, you don't stand out, you become pigeonholed with all "those" real estate agents and companies.

 

One of the successful trends we have noticed  in real estate marketing is a healthy resurgence of snail mail.  This is contrary to what most marketing gurus would advise.  They preach  newsletters, email blasts etc, because this is relatively inexpensive way to stay in touch. We don't mind those forms of communication, however we really love when someone sends us a card, or a hand written note.  If you want to really make money, you are at some point going to have to loosen your purse strings and go for it. 

 

Several agents here in Santa Barbara are sending mail to potential sellers.  The envelope is hand addressed (a real hand, not those made to look like handwritten) with a handwritten card inside.  This has netted them  3-5 significant listings each.  They stay consistently in touch via snail mail, rather than just email.  Santa Barbara has a population of just over 100,000 and supports four thriving stationary stores.  That in itself is an indication that snail mail stills has a place in our lives.

 

Another client of ours sends hand addressed snail mail to her market and sphere at every holiday.  It does cost a lot more than an e-newsletter or blast, however, the returns are worth it.  She has been doing this consistently since we first worked with her 12 years ago.  

 

She is still thriving and maintaining her top ranking in her marketplace.  She has told us that homeowners look forward to her cards every time, because they are fun to receive.  She also sends a hand-written note on personalized stationary thanking the homeowner for taking time to listen to her listing presentation.  This note often clinches the listing for her.

 

This weekend we received this piece of mail pictured above.  We looked at it, but did not recognize the sender.  When we started reading the card, we realized that this was a note from the couple we were with on our Alaska trip, Debb Janes EcoBroker and Bernie Stea JD,  friends from Washington.

 

It was such a lovely gesture telling us how much she and her significant other enjoyed being with us, and all the laughing we all did. Yes, we intend on responding via snail mail also.  We have a special card we bought in Alaska that we will be sending them.

 

If all snail mail does is make you stand out in the eyes of potential sellers, it is in our opinion a great return on investment.  They will remember you and you just need to be consistent (more than once) in your snail mail marketing efforts.  Standing out means not doing what everyone else does.

 

 

 

 

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.