What Is Marketing Magic? Is It A Rabbit Pulled Out of a Hat?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

We live and breathe marketing and branding day in and day out for our clients.  We are constantly tweaking strategies based on evidence of psycho-graphics (lifestyle) to refine the message for our luxury real estate marketing client’s listings in their target market as it evolves and changes with the times.

 

Each year we review our client's target market, to review what can be done better and more effectively. Our view on marketing magic is not a rabbit pulled out of a hat. The changes we make are proprietary to our clients, but rest assured they are based on these fundamentals we have elaborated on.

 

What is appropriate for a magic show has no value in luxury or other real estate marketing.  Gimmicks have short life spans and may generate cash.  Gimmicks at some point they will die of natural causes as interest wanes. Skip the gimmicks!

 

Successful marketing in real estate or any other profession is based on the fundamentals of marketing.  Keep in mind, that marketing is not synonymous with Sales.  As our favorite marketing guru, Peter Drucker stated: The aim of marketing is to make selling superfluous.”

 

People want to do business with people they trust, respect and like.  If you take a moment to review the brands you like doing business with, you will no doubt be able to enumerate what makes them special in your opinion.  You trust how they do business, what they stand for and what you can expect from them.  It is easy for you to recommend them. 

 

Getting the message right, (your unique promise of value) to your target market will never change, regardless where you promote your message. Remember both psycho-graphics and demographics change as time goes by. “Focus on the right message for the right people at the right time.” – Russell Glass.

 

Know your audience is something we have preached over and over again in our posts.  Do not just relay on demographics or what someone tells you about a neighborhood.  ‘Listen to your customers, not your competitors.” Joel Spolsky.  Take time to research, and then take additional time to make sure your research is accurate.

 

Get out of your office and go talk to people.  Get to know them.  Understand what makes them tick and what they are about.  What are their aspirations, values and desires when it comes to buying or selling a home?   We are talking about psycho-graphics or generally speaking lifestyles. “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself”.  Peter Drucker

 

Know your market inside out, every minute aspect of it.  We have met several agents with whom we have worked, who can tell you the history of all the homes in their marketplace.

 

Do not strut your stuff.  It is a turnoff when someone is constantly referring to their three-favorite people (me, myself and I).  It is also off putting to compare one’s superiority over the competition, however subtle you think you are. “The customer expects you to have knowledge of their stuff, not just your stuff.” Jeffrey Gitomer

 

The biggest fundamental once you have come up with a marketing strategy is Consistency. Maintain your visibility during lean and good times.  The elements (discussed above) make marketing magical. Leave the rabbit out of this!

 

This is an entry in Sally K. & David L. Hanson March Challenge.

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Written by Ron & Alexandra Seigel-

 

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Many luxury real estate marketing professionals tout their customer service as different and better than their competition. Yet, in the realm of luxury real estate brokerage or any other specialty in real estate, it is rare to find customer service that is truly remarkable. If you want your customers to fall in love with your brand, your service must be consistently brilliant and full of surprises so that it sparks word-of-mouth advertising.

 

 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 04/23/2019 01:00 AM
  2. Ginger Harper 04/23/2019 10:29 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Agents
ActiveRain Challenges
Old Farts Club

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Show All Comments
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carol Williams Thank you for your kind words, we agree with you that high quality customer service is one of the best marketing tools and an easy way to retain clients,  A

Mar 13, 2019 06:49 AM #40
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray thank you, and some feature fairies found better things to feature than our post.  A

Mar 13, 2019 06:50 AM #41
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. I don't remember what happened at the Olympics in LA with Nike.  Personally, the fit on their stuff changed and we stopped buying it.  The latest where the shoe fell apart at a televised college basketball game was definitely a crazy moment.    A

Mar 13, 2019 06:53 AM #42
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lynn B. Friedman Thank you for your kind words.  That quote has always guided us.  Wishing you a wonderful Wednesday.  A

Mar 13, 2019 06:54 AM #43
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® too many rely on the word of others and take the lazy way out by listening to their competition.  It is the same as listening to gossip, and the news these days.  LOL

Mar 13, 2019 06:56 AM #44
Rainmaker
213,745
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

WOW, one of the best posts from Ron and Alexandra! A wealth of SMART and PROVEN marketing ideas that work and will not fail if adhered to.  BRAVO for this great collection of marketing and branding wisdom!  Thank you

Mar 13, 2019 09:31 AM #45
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry Thank you for the kind words and kudos.  They are always appreciated.  Wishing you a great day and a great rest of the week.  A

Mar 13, 2019 10:30 AM #46
Ambassador
1,950,069
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Late to the party - and so many great comments. I like John Henry's especially. Although, you have many, many "best" posts. D 

Mar 13, 2019 10:40 AM #47
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD you are never late to the party, and thank you for the compliments.  In our world view, all great marketing strategies are built on these pillars, and companies grow because of it.  A

Mar 13, 2019 10:45 AM #48
Ambassador
3,547,469
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
The right Charlotte REALTOR!

Yes, all tried-and-true marketing strategies, Alexandra. These are core business strategies that separate the real folks from the phony bologna,name-dropping, me-myself-and-I people.

Thankfully, the vast majority of people are keen to those types of business owners.

Mar 13, 2019 06:12 PM #49
Rainmaker
552,133
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Get out and talk to people--so important!  You never know who will remember you and contact you regarding a transaction.  Volunteer work, grocery line, being sociable pays off!

Mar 14, 2019 02:36 PM #50
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debe Maxwell, CRS In some areas, people are easily impress by the bologna and other processed cold cuts...I have seen scores of agents lose listings because of that, so sometimes one walks a thin line when seeking immediate gratification.  Luckily the bologna start stinking after a while, LOL A

Mar 14, 2019 02:47 PM #51
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mary Hutchison, SRES, ABR we agree, sometimes people call you out of the blue.  It is because, they remember feeling human around you.  We are innundated by Artificial Intelligence these days, and a kind voice or a helpful hand has so much more value.  A

Mar 14, 2019 02:49 PM #52
Ambassador
1,927,221
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Ron and Alexandra Seigel Now how did I miss this rabbit in the hat -Such great advice so glad Carol Williams included this in SCS 

Mar 16, 2019 08:06 AM #53
Ambassador
4,123,001
Jeff Dowler, CRS
eXp Realty of California - Carlsbad, CA
The Southern California Relocation Dude

Wow, there sure is a lot of wisdom and wise advice in your post, Ron and Alexandra. I particularly liked Drucker's quote.

Guess there's no silver bullet for successful marketing.

Jeff

Mar 17, 2019 05:04 PM #54
Rainmaker
1,847,148
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

Hi Ron and Alexandra - love Peter Drucker's quote, The aim of marketing is to make selling superfluous.”

Mar 20, 2019 08:23 PM #55
Rainmaker
3,324,303
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Real Estate Agents - Luxury - Divorce

Magic shows are not the ingredient in any level of real estate...it sometimes looks like there is some with listings disappearing as fast as they appear.

Apr 23, 2019 06:25 AM #56
Rainmaker
1,525,194
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

I love this post Ron and Alexandra Seigel! I attended a class last week where the speaker mentioned several times the importance of talking about ourselves, basically, strutting your stuff. I wholeheartedly disagreed with him and you do as well. For me, it's a huge turnoff but I know many in our business think the opposite. 

Apr 23, 2019 08:52 AM #57
Rainmaker
4,673,194
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay it is a turn off regardless of what field somebody is in.   It is so much better when it comes from a satisfied customer.  A

Apr 23, 2019 08:58 AM #58
Rainer
279,321
Stephen Turner
Gemcraft Homes (TriCorner Realty) - York, PA
The BIG Guy of NEW HOME SALES

WOW, so much in just one post! this one may sum it up the best:

“The customer expects you to have knowledge of their stuff, not just your stuff.” Jeffrey Gitomer

Apr 23, 2019 01:46 PM #59
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