March Magic Marketing by Sally K. & David L. Hanson
Differentiation and Bespoke Service
Providing "White Glove" Marketing
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
VISION ~ PRESENTATON ~ MARKETING CAMPAIGN
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.
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.
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.
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
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.
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.
White Glove Image courtesy of worldarts.me.com