We have worked with several luxury real estate agents who were passionate about art. They belonged to their local museums, participated in their volunteer programs, and some became tour guides aka docents.
Tapping into their passion, they used their love of art as part of their real estate marketing stragegy. Here is an example of a low cost promotional idea that cost an agent very little but yielded big results.
One of our clients is on the board of directors for the Modern Art museum in her city. One of this agent's passion was engaging kids in the world of art.
When the museum created a special interactive event for kids she sent out event invitations to all of her past clients and her entire sphere of influence offering to cover the admission cost for their kids. At $10 per child she spent only $500 for the 50 that showed up with their parents!
The positive response was unanimous. The kids had a blast, learned new things and made new friends. The adults appreciated the opportunity to meet new community members.
Several of the parents joined the museum because of the quality of the children’s program. She generated a tremendous amount of good will not only from those who attended, but also from those who were impressed with the invitation and could not make it.
She also received several referrals shortly thereafter which converted to significant commissions that made the $500 investment insignificant. What contributed most to the success of this marketing idea was her passion for getting kids excited about the arts. This is part of what her personal brand stands for. When you tap into your passion and tie it into your work everything aligns to this core principle that makes marketing a joy.
How can you tap into your passion and create a low cost marketing campaign?