Building Your Company Image Around Recreation as a Focal Point

Great concept. . .marketing a niche is all about targeting your message

Good luck

Fernando,

Thanks!  Our area is a major second-home community for people from all over the United States.  Our typical buyer is either a "hard core" sailor or yachtsperson, or someone who wants the uniqueness of owning an island property.  So it seemed logical that we take our branding and marketing in that direction.

What a spot Eric...no wonder you don't mind the drive! Any of those boats yours?

Joan, I used to keep my boat (a 26-foot Wellcraft cruiser) at the dock in the photo with the red arrow.  But after I got the office up and running, it seems I never had time to use it, so it got sold! 

You did a good job and the photos you posted make me want a second home on Madiline Island!

Jennifer, Glad you liked the photos! Actually, my intent was to write a post on marketing in a specialty niche (in this case, waterfront/island property) and to outline the steps we took to build a brand that would consistently reinforce that niche. But I'll settle for a compliment any day! I see you're from Arkansas..my mentor and the fellow who got me started selling real estate on Madeline Island was R.E. Waide. After he retired and sold his Madeline Island business, he moved to Hot Springs Village, where he and his wife Susan got into real estate. R.E, died recently, but I believe Susan is still selling there. So there IS a Madeline Island connection to your state!

Eric:

Of course we LOVE the Bayfield area; it's akin to ours as a rec area in the North! I just wanted to drop by to help you make your 1st 100K points, and also congratulate you in your pursuit of optimism. It is the driving force of what will keep the market humming for us, our clients, and our lucky buyers. Go forward!

-Pete

Pete, It's great to see you here!

I have added you as an Associate and also subscribed to your blog (I'd love it if you'd reciprocate).  Thanks for the assistance in my quest for 100,000 points.  Maybe I can redeem them for one free passage on the Madeline Island Ferry (LOL).

Stay in touch and have fun in the Rain!

Eric our whole marketing concept is lifestyle based. It really is a great way to market to second home buyers. After all they is why they are buying.

Jason & Deanna -- We've tried to build our business around recreation and the waterfront lifestyle from the beginning.  It helps that our office is on the beach, too!

Hi Eric:  What a great post.  And finally the red arrow points to your beach-front location.  I remember one beach photo that didn't quite stretch to where your office could be seen.  Also, I don't remember focussing on your sailboat logo before.  I like it a lot.  Way cool !  Love the reverse image on the seafoam blue card.

And... I remember your Guy Baldwin kinetic fish sculpture from quite a while back.  Such great pictures.  Thanks so much for sharing.  You are such a talented guy.

Karen Anne,

I passed the 100,000 point mark this evening!  In two states!!

I owe much of that to you.  You have been a mentor and a role model to me.  Your praise and comments mean more to me than the points.

Glad you enjoyed this post!

Well, I suppose if you have to go to the office, that would be the one to go to. Love the nautical theme, Eric. Congratulations on passing 100,000, btw. That's no small accomplishment.

Jesse, thank you!

It's not exactly torture to spend time in our office.  The beach is less than twenty yards away from our patio door.  There's a restaurant next door that will deliver food and beverages (including cocktails) to our location.  And we have use of a twenty-eight foot cruiser parked at our dock behind the office.

Sounds like the life of Riley to me.  Drinks, good food, an office with a view and use of the boat...I don't think you could ask for more. If I wasn't planning my exit strategy I might have to think about moving your way.

How's your market doing?  Our recreational market has all but sunk.

Your photos and logo certainly help sell your community and lifestyle. 

Jesse -- It's a great place to spend the summer. 

The recreational market in our area is slow, but buyers are out there.  Early in the season, we encounter a lot of "lurkers" who look around on their own for awhile before they come into the office.  As we get into midsummer, the phone usually starts to ring and our showing volume picks up.

Sam, thanks!  Our intent was to tie together a variety of elements that would reinforce the idea of recreation and the second home/summer home lifestyle on Lake Superior.