March Magic Marketing - Differentiation and Bespoke Service

By
Real Estate Agent with Coldwell Banker Residential Brokerage NRDS # 146013739
https://activerain.com/droplet/5hD4

March Magic Marketing by Sally K. & David L. Hanson 

 

Differentiation and Bespoke Service

Providing "White Glove" Marketing 

White Glove Service - clipart courtesy of worldartsme.com

 

White glove service may conjure up images of a military style white-glove inspection.  For others, images of a woman wearing long white gloves at a Debutant Ball or a butler who is providing top quality service to a wealthy individual. In most cases, when a person hears the term "white glove service" it means that it is over the top, exceeding expectations. Something only the wealthy can afford. You get the idea. 

 

It Should Be No Surprise...

 

My husband and I came from service industries. We have always provided the highest level of service to our clients and customers (white glove bespoke service). So, it should be no surprise that I offer this type of service to every client.  I have done this since I started real estate. This includes our marketing with top quality print and including digital quality. 

Each Client Has Specialized Needs & Wants

Whether I am working with a buyer or a seller, a client has their own expectations of what they are looking for. I tap into those expectations and work hard to exceed them.

 

VISION ~ PRESENTATON ~ MARKETING CAMPAIGN

 

Vision...

When it comes to sellers, it is up to me to sit down with the seller and find out why they bought this home. What makes it special? What attracted you to it? This helps me define the VISION. The buyer needs to visualize themselves in this home.

Presentation...

We position you home in the market, then set up a plan that will match your home witht he right buyers.  The correct focus will attract the perfect buyers. Buyers and their agents will engage in showings and the presentation of your home.  

Marketing...

My in-house marketing and media team offers premium services that we collaborate on with you to ensure the perfect marketing plan is designed to sell your home. 

Differentiation 

In today's real estate market where listings are few and far between, the competition is fierce, and the key to success is differentiation. As I was told in one of my training seminars, it is doing common things in an uncommon way. 

Doing Common Things In An Uncommon Way

Listing Concierge...

This January, Coldwell Banker Residential Brokerage, an NRT Realogy company, has implemented  "The Four Core Values".  In the 4th quarter of 2018, all members of our team had many training sessions to understand the all new concept for "Agent Success". Listing Conceirge is a new dynamic approach to marketing that keeps agents in front of their sellers instead of being inside the office working on marketing.

Professional Consistent Marketing... 

It is a planned approach that incorporates all forms of media and advertising. I pick a package and start the process. It includes professional photography but I chose to have my husband take all my photos. We work together to provide the exact images my clients are looking for. We post the photos and an entire array of special marketing features are designed, created and posted on the internet or printed on top quality glossy card stock. 

Marketing Is Customized

 Here are a sample of the marketing materials that I now publish. Each platform is customized for the audience I am trying to reach. The * means I already provide this service but it is additional marketing from a slightly different perspective and hits a different audience. 

Video - Digital - Print

*Professional Photos ~ *Single-Property Website ~ Just Listed eFlyer ~ *Virtual Tour ~ Print Advertising in VIEW Magazine ~ CW TV and Online Promotion (discussed with example below) ~ Property Brochures ~ Mobile Brochure (Yard Sign) ~ Silver Envelope Home Announcement Mailing to 50 residences near you listing ~ Targeted Online Advertising ~ Area REALTOR® Notification ~ *Maximum Online Exposure - (up to 900 websites) ~

*Seller Update (outlining everything that was done by Listing Concierge to bring your home to market and maximize exposure)

The CW TV Spot 

Professionally produced spot featured on Coldwell Banker's TV show, At Home In Arizona. You can find this spot on Sundays at 9 am on The CW in greater Phoenix and Northern Arizona (Sedona). It shows at 11 am in the greater Tucson area. Here is the spot that will premier this Sunday for my client. 

 

In Conclusion...

This marketing is designed to blanket the area where the property is located.  The intent is to list one and get two more listings from the blanketed coverage.  I work hard to show sellers that I will be there 100% for them.  But more importantly, able to provide white glove marketing quickly with quality materials and services that are far and away the best that any agent can provide. This type of marketing helps to eliminate the competition. 

From concept to completion, your home will be uniquely cared for and expertly marketed. 


 

ABOUT ME: “Many buyers and sellers are skeptical about salespeople. So am I! But, I am not a typical salesperson. I put myself in your shoes and help you make decisions based on how I would want to proceed if I were you. In other words, what steps would I take and what is right for you? How will this transaction be beneficial for you? How will it help you move forward with your goals? How can I make it as smooth and pleasant as possible? What is in your best interests as we move forward?

Let’s face it, you won’t really know that I am not a typical salesperson until you get to know me. I am confident you will feel at ease and comfortable knowing I can find solutions for you. If you don’t feel that way, please let me know. I want to be the best I can for you.

After-all... 

I am YOUR Solutions REALTOR®

~

Contact Sheri Sperry

 

 

 White Glove Image courtesy of worldarts.me.com

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Topic:
Real Estate Sales and Marketing
Location:
Arizona Yavapai County Sedona
Groups:
The Art Of Marketing You
Marketing 101
Diary of a Realtor
ActiveRain Contests
Old Farts Club
Tags:
marketing
tailored marketing
bespoke service

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Rainmaker
2,551,153
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Everyone wants to be treated with white glove service, even when we can't afford to pay for it.  Service is even more important in today's world, as it seems that the only service found from companies that tout their service is lip service, haha.

Mar 13, 2019 08:34 AM #22
Rainmaker
2,540,572
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

I have no doubt that you provide some of the best marketing available in Sedona, Sheri.  You are one of the best photographers here on ActiveRain.

Mar 13, 2019 10:01 AM #23
Rainmaker
4,451,242
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri,

Great post, and I have always loved the word "bespoke".  Service is a live experience and is a constant source of improvement as we see it.  There is always something to tweak.  A

Mar 13, 2019 10:24 AM #24
Rainmaker
1,220,231
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Brian England - Ha Ha! The proof as they say, is in the pudding!

Mar 13, 2019 03:42 PM #25
Rainmaker
1,220,231
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

HI Myrl Jeffcoat - Thank you for that.  As they say "The eye buys"!

Mar 13, 2019 03:43 PM #26
Rainmaker
1,220,231
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

So true Ron and Alexandra Seigel - There is always something to tweak and we need to continually evaluate our differentiation from our competition. 

Mar 13, 2019 03:45 PM #27
Rainmaker
3,338,379
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hi Sheri - you present the concept of differentiation well - a nice "fit" for you.

Mar 13, 2019 04:57 PM #28
Ambassador
1,853,951
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Our marketing styles are nearly identical - the only difference, we do not have a ViewHomes of Clark County TV channel. I do know your plan works, Sheri. 

Mar 15, 2019 10:16 AM #29
Ambassador
3,875,566
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Sheri- were I a consumer in your area, this is what would sell me!  It's amazing to me how many listings I see on the MLS where it's so obvious that they do not have the kind of professional agent that you are. 

Mar 15, 2019 02:27 PM #30
Rainmaker
680,670
John Juarez
The Medford Real Estate Team - Fremont, CA
ePRO, SRES, GRI, PMN

When a client trusts us with helping the with one of the biggest stress-inducing finacial decisions that they will ever make, they deserve "white glove service". I see that it is you pledge to deliver just that.

Mar 16, 2019 02:39 PM #31
Rainmaker
1,220,231
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Thank you Michael Jacobs - We need to find ways to change it up.

Mar 16, 2019 03:53 PM #32
Rainmaker
1,220,231
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Debb Janes EcoBroker and Bernie Stea JD - It will be intereseting to see the set up tomorrow.  I recorded the show just in case!

Mar 16, 2019 03:55 PM #33
Rainmaker
1,220,231
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

HI Kathy Streib - I really appreciate that. I wouldn't be able to sleep at night if I didn't offer top quality service to my clients. 

Mar 16, 2019 04:01 PM #34
Rainmaker
1,220,231
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

HI John Juarez - So true. My comment above compliments what you said. 

Mar 16, 2019 04:03 PM #35
Rainmaker
1,498,754
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hi Sheri Sperry - MCNE®, buyers and sellers who choose you as their agent for their real estate needs are wise.  Regardless of the price point, each one deserves a white glove treatment. 

Mar 18, 2019 10:26 AM #36
Rainmaker
790,860
Kevin Mackessy
Blue Olive Properties, LLC - Highlands Ranch, CO
Dedicated. Qualified. Local.

Should definitely strive to provide bespoke service at all costs.  That include clients happy hours before and after the sale! 

Mar 20, 2019 01:03 PM #37
Rainmaker
1,778,626
Lottie Kendall
Compass - San Francisco, CA
Helping make your real estate dreams a reality

Nice mix of marketing services, Sheri. Who wouldn't want and benefit from your "white glove bespoke service?"

Mar 20, 2019 08:21 PM #38
Rainmaker
578,699
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

Your service is above and beyond what most Realtors provide. I'm wondering if you could private message me on how you determined the 900+ websites. I've been trying to determine that info for quite a while. Thanks in advance. :-)

Mar 24, 2019 10:24 AM #39
Ambassador
3,318,591
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Lots of great new things going on with your business, Sherri! I love your video. Our company has started doing the video as well and many changes across the board too. I'm trying to find the time to partake!

Mar 31, 2019 07:52 PM #40
Rainmaker
626,216
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

Downright Impressive!! I bookmarked this so I can study it! you have shared some really important information... thank you

Apr 12, 2019 01:19 AM #41
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Rainmaker
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Sheri Sperry - MCNE®

(928) 274-7355 ~ YOUR Solutions REALTOR®
Don't know Sedona AZ? Let me answer EVERY question! Call me!
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