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Personal & Company Branding: Are You Listening with Big Ears?

By Ron and Alexandra Seigel

Services for Real Estate Pros with Napa Consultants DRE00893924

January 22, 2013 03:37 AM

In order to engender brand loyalty and generate a continuous flow of referrals you must find ways to listen to and interact with your target market. If you listen with “big ears” you will come to know your target market very well and you will be able to serve them better than your competition does. Here is an example of how a LA radio station has built a loyal audience over 27 years by listening with big ears.

What is the first radio station that comes to your mind in your marketplace? For us, it is 94.7 THE WAVE. Their brand category is smooth, adult, contemporary music. Broadcast from, Los Angeles, it reaches us here in Santa Barbara. Some of the artists you hear on The WAVE are George Benson, Adele, Sade, John Legend, Beyonce, Kenny G, Simply Red, Vanessa Williams, Dave Koz, Santana, Anita Baker, Boney James, Luther Vandross, Chaka Khan, Sting, David Sanborn, Seal, Norman Brown, Mariah Carey and many others.

This station really has its branding act together! They call the station the “smoothest place on the dial”. And, they know their target market very well indeed. Each Sunday, the station broadcasts live from two restaurants in the area. Fans can meet the crew and each other while enjoying Sunday brunch during the broadcast. They also produce major concerts featuring the artists that they play on the air.

These live events allow the station to listen to and interact with their target market and that encourages brand loyalty. We have been listing to THE WAVE since they first launched in 1986 and missed them when we lived in Napa.

Organizing events that are not entirely focused on marketing luxury real estate and then inviting your sphere of influence can give you the opportunity to interact with and really listen to your target market. For example, host a wine tasting at your office and feature a local winery or purveyor of wines.

How can you listen and interact more with your own target market?

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Comments(11)

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Don Sabinske

Don Sabinske, Sabinske & Associates Inc. - Zimmerman, MN

Sabinske & Associates Inc.

First of all, cute photo to go with your message. And, the message is really exceptional (but nearly all of your good information is!). Thanks for keeping us informed about great marketing, Alexandra or Ron!

Jan 22, 2013 03:43 AM

John McCormack, CRS

Albuquerque Homes Realty - Albuquerque, NM

I have to agree with Don! Excellent information and a great reminder to listen with big ears! What a great analogy using the the radio station with market branding.

Jan 22, 2013 03:49 AM

Roy Kelley

Retired - Gaithersburg, MD

I like the idea of hosting a wine tasting. For many years, we used our office for a continuing art exhibit for local and regional artists.

Jan 22, 2013 03:50 AM

Sharon Tara

Sharon Tara Transformations - Portsmouth, NH

Retired New Hampshire Home Stager

I love the picture! Another great message, delivered as always with a perfect example!

Jan 22, 2013 04:15 AM

Dick Greenberg

New Paradigm Partners LLC - Fort Collins, CO

Northern Colorado Residential Real Estate

Hi Ron & Alexandra - You're so right about the power of listening. If you can't hear your target market, you'll never know what they want, so they won't be able to appreciate you for giving it to them. Music is an interesting example for me - I lost the plot on music a long time ago, so I have no idea what I like anymore, and I'm so far out in the woods that I'm not anyone's target demographic.

Jan 22, 2013 04:45 AM

Broker Patty Da Silva Da Silva

Green Realty Properties® - 954-667-7253 - Cooper City, FL

Top Listing Broker

Great post (as always!), it is easy to get busy and to stop listening to the market and to the clients which is a bad mistake. Cute doggie :)

Jan 22, 2013 07:01 AM

Kristine Ginsberg

Elite Staging and Redesign, LLC - Short Hills, NJ

NJ Home Stager

Alexandria and Ron - you always give such great advice and put it so eloquently! It's so important to know your target audience and build the necessary trust and relationship to broaden your business circle. I love the wine tasting idea - perfect way to get to people at a fun event!

Jan 22, 2013 07:15 AM

Tanya Van Blake-Coleman

Van Blake-Coleman Realty, St. Thomas/www.talk-to-Tanya.com - St Thomas, VI

Improving the Quality of Your Life

Love th e photo, I am putting on my big ears! Thanks!

Jan 22, 2013 08:13 AM

Christine O'Shea

Christine E O'Shea Broker - Naples, FL

Listening is very important. We have a WAVE radio station here in Naples as well, however it caters to an older demographic. hoever, I see Sade coming into the picture soon!

Jan 22, 2013 11:01 AM

I just noticed that you are ranked in the top 100 of ActiveRain members. Best wishes for continued success.

Jan 26, 2013 02:13 AM

Ron and Alexandra Seigel

Napa Consultants - Carpinteria, CA

Luxury Real Estate Branding, Marketing & Strategy

Don,

Thank you, that dog picture was definitely irresistiible, it really told the story.

John,

Branding is one of those subjects that is hard for people to understand, and we love finding analogies that are easy to understand.

Roy,

Me too, one of our clients regularly introduces new wineries to her clients and they bring their friends, and she gets listings and sales.

Sharon,

Thank you, I will pass it on to Ron as we was the writer, and was inspired by hearing the radio this early AM as we were heading out to buy a croissant.

Dick,

Thanks for your comment. As far as music is concerned, I don't think that we are anyone's target either. Both Ron and I like so many different styles from opera to jazz, however, we find the WAVE easy to listen to while driving.

Patty,

Some people love to assume that they know what someone is looking for,

Kristine,

A film event would also be a perfect way to interact with one's clients. We have the SB Film Festival in town, and we were invited to a private event, except they forgot to put the date and the place...No we did not bother finding out where and when,,,LOL

Tanya,

Good foe you.

Chrisitine,

I guess the WAVE adapts to its target market, and it is different here.

Thank you, and I had no idea. A

Jan 29, 2013 06:45 AM

Personal & Company Branding: Are You Listening with Big Ears?

Comments(11)

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