Omni Channel Marketing: Are Your Listings Visible In The Right Places?

By
Services for Real Estate Pros with Napa Consultants

Omni Channel Marketing is often mistaken as plastering whatever you are selling in every visible corner of the world, print, billboards, online, public relations releases, etc..  without consideration of the optimal target market. However, Omni Channel marketing means being seen in the right place by the right people, in other words those who are going to buy or sell.

 

Pictured above is Disney's Omni Channel marketing for their latest movie release, Mary Poppins.  We saw this display yesterday of three magazines featuring the movie with an interesting story at Barnes and Noble.  Disney did their homework. 

 

They know their target markets still subscribes to magazines and newspapers, like billboards, and some get their news on line.  This movie is geared to all who have relationships with children, whether they are parents, grandparents, aunts and uncles. 

 

They also wisely cast Dick Van Dyke who starred in the original film, And then there are Academy Award Winners Angela Lansburry, Meryl Streep and Colin Firth are part of the cast. This cast is an additional draw to movie goers.

 

We have seen many luxury real estate or other real estate marketing professionals claim that they will market a listing everywhere.  They usually have a beautiful list replete with colorful logos of all the places they market as part of their listing presentation. You name it, they send their listings to exotic locations.  They leave no stone unturned, even if the stone yields nothing. Marketing everywhere is a colossal waste of money. 

 

Marketing done right is being visible in the right places at the right time.  It is about spending where it will do the most good to bring the maximum attention to your listings.  It is about researching where the potential buyers for your listings are.  It is knowing your feeder markets by constantly staying aware of this.

 

For example, Santa Barbara has several feeder markets,  Los Angeles, Denver, Dallas, Chicago, Seattle to name a few, which is why many agents here concentrate on promoting their listings in those areas.  Those who succeed stay aware of changes. The feeder market 3 years ago may not exist today, as times change.  

 

Omni Channel marketing requires awareness and research that you may or may not find on line or from reading magazines.  Marketing changes and adapts to circumstances as they evolve in each city, village or second home markets.  What will remain a pillar is knowing your target market and marketing directly to them...

 

Are Your Listings Visible In The Right Places?

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Dorie Dillard CRS GRI ABR 01/14/2019 11:14 AM
  2. Peter Mohylsky, Bucket List 01/14/2019 03:37 PM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Real Estate
Luxury Home Agents
Old Farts Club

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Rainmaker
2,369,106
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

More effort is required in tough markets. The opposite is true too. Be vigilant

Jan 12, 2019 08:23 AM #43
Rainmaker
5,020,080
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Congratulations on your feature recognition.

Thanks for sharing your experience and your advice.

Marketing done right is being visible in the right places at the right time.

 

Jan 12, 2019 09:53 AM #44
Anonymous
Lindsey Haden

This is an excellent observation and one I’m diligently working to master.I have some glorious listings, in difficult markets and would greatly appreciate exposure in the right areas.Again, thank you for speaking to this! And congratulations on the featured article!

Jan 12, 2019 10:54 AM #45
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thanks you for your comment.  Always delighted to speak on this subject, as it is one of my favorites. A

Jan 12, 2019 11:34 AM #46
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thank you for your kind words, we appreciate them as we appreciate the feature of our post.  Happy Saturday.  A

Roy Kelley 

Jan 12, 2019 11:36 AM #47
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Eisenberg thank you for taking the time to comment on our post.  That is how we see it also...not everyone likes to golf or play tennis, or go fishing.  A

Jan 12, 2019 11:38 AM #48
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler, CRS for many properties, it takes research, and not just surface but in depth.  Many are not willing to do that.  I actually had someone ask me if they should advertise in particular country for Santa Barbara.  I don't want to name the country, but anyone with half an ounce of common sense would have known that this is the Wrong place!  This person was willing to pay $4000 for an ad.  A

Jan 12, 2019 11:42 AM #49
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. of course you do that, and you unlike many know what you are talking about when it comes to land development.  A

Jan 12, 2019 11:43 AM #50
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Richie Alan Naggar I think that research is an ongoing job requirement if one is going to be successful in real estate...you have to be current on all things real estate in your marketplace.  A

Jan 12, 2019 11:45 AM #51
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Esther Preston Thank you for your nice words.  Wishing you a great Saturday and Sunday. A

Jan 12, 2019 11:46 AM #52
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Rose Mary Justice Thank you for your comment.  Amazing but true when it comes to properties unless it is some form of tract development with models, A, B and C.

Jan 12, 2019 11:47 AM #53
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® Good for you, and I am sure you have a great second home market there too.  We were in Phoenix in July for a project, and we went from extreme heat to AC all day.  I could not wait to get home.  LOL A

Jan 12, 2019 11:49 AM #54
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Thomas Phelan Just because most agents are women means nothing whatsoever in marketing.  Thank you for opinion, and we respectfully disagree.  What works for some does not work for others.  We had a woman client who hated the idea of a woman narrating the video of her property...A

Jan 12, 2019 11:52 AM #55
Rainmaker
411,515
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

This says it all ... Marketing done right is being visible in the right places at the right time

Jan 12, 2019 03:23 PM #56
Rainmaker
947,752
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Excellent featured post!  It's so critical to know where a listing will show up and how to put it there as you describe.  Great information!

Jan 14, 2019 07:22 PM #57
Rainmaker
3,014,912
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

Our marketing always features some of "the usual" with a mix of the "Unusual" for most...going beyond and looking at interests and lifestyles of potential buyers.

Jan 15, 2019 02:44 AM #58
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sally K. & David L. Hanson good for you, and we know how creative you are in your thinking---which no doubt is one of the many reasons for your success. A

Jan 15, 2019 01:27 PM #59
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

@Jan Green  Thank you for you kind words, and the old adage of being in the right place at the right time really applies to where the real estate gets the right attention.  A

Jan 15, 2019 01:29 PM #60
Rainmaker
377,164
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

I want to applaud your post. Well said!

Many agents boost that they market everywhere. They are afraid they might miss someone. However, target marketing is smart marketing as it spends the money in the target group.

Great info.

Jan 17, 2019 09:39 AM #61
Rainmaker
4,097,340
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Wiley 

Thank you, it is so much more economical to spend where the target market is rather than to butter yourself all over the universe!  A

Jan 17, 2019 10:07 AM #62
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