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Are You Missing The Mark With Your Marketing Campaigns?
One the most important requirement of effective marketing in luxury or any other segment of the real estate field is researching the priority values of your target market before spending time or money. Do your homework and understand what makes your audience “tick”. Otherwise, you will miss your mark.
Here is an example of how a major company has misjudged the local values. This is reflected in their recent direct mail campaign.  Is convenience a priority value?  In some congested cities, home delivery of meal kit services is highly valued especially if they have limited access to fresh fare. This is not true in Santa Barbara from our perspective. 
Pictured above is the identical third marketing piece we received in the last 6 months from Blue Apron.  Blue Apron is one of several subscription based meal kit services. The brochure lures you with a $30 off card for 3 two-person dinner meals, ($9.99 per person) which would ordinarily run $59.94. This is a beautifully produced mini brochure.
We threw the first two out, and kept the last because it would illustrate the importance of knowing the people in your marketplace when planning a snail mail campaign. Whoever created this marketing piece did not do ... more

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