Know Your Audience | Profile Your Target | One Size Does Not Fit All

By
Services for Real Estate Pros with RE/MAX Executive Realty 104763
https://activerain.com/droplet/5j6P

Marketing is not an exact science.  Every area is different; trends are different; people are different; the socio-economic class of each marketplace is different; and every market changes in its own way and on its own timeframe.  The bottom line is we must know our marketplace.

The most productive form of marketing in my marketplace “For Me” is direct mail marketing. However, preparation is required before creating the postcard to be mailed. Profiling is an important primary task to determine the flavor of the postcard.  The decision of selecting a theme is an important one. The theme of the postcard will either trigger a positive reaction from the recipient or it will be filed away in the trash.

Know your audience. Know their concerns. Know what their hesitations are regarding selling and then buying. Know what scares the B’Jesus out of them. With many, it’s to that degree. If your postcard is reassuring to   them that you can possibly satisfy their fears, you’ll receive a call.

Your postcard must be a tool that calms them; confirms with them your ability to resolve their issues; and reinforces their desire to hire a team that will work well with them and “for them.”  Those are big shoes to fill. The more you continue to fill those shoes, the greater your self-confidence that you’ve mastered this method of marketing.

Mastering only means you understand what it takes to design and target as you should and MUST do. It’s not a license to profess you own all the listings!  It’s merely a vitamin shot to keep you on your toes and feeling confident.  

Just a thought for the moment…..

Posted by

       

Barbara Todaro

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038

508-918-9148

Exclusive Marketing Agent for The Todaro Team

 

             Copyright © 2009 - 2019 Barbara Todaro

                               All Rights Reserved



 

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Ambassador
3,746,436
George Souto
George Souto NMLS #65149 FHA, CHFA, VA Mortgages - Middletown, CT
Your Connecticut Mortgage Expert

Barbara it is the same thing with mortgage programs.  The best program for one borrower may be the worst program for another.  There no loan program that is the best for everyone.

Apr 22, 2019 02:44 PM #1
Rainmaker
4,876,217
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

George Souto for sure, that holds true with your mortgage end of the deal.... most real estate agents don't think about who the postcard should be designed for or what the theme should be....they pick a graphic and a one liner to describe it and miss the boat!!!

Apr 22, 2019 02:56 PM #2
Ambassador
3,046,170
Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

We seem to be stalking our prey (clients) but to know your client is to succeed and please your client Barbara Todaro 

Apr 22, 2019 08:55 PM #3
Rainmaker
3,177,928
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Indeed if you do not know your target market how can you expect to get a call or an inquiry? Endre

Apr 22, 2019 11:52 PM #4
Rainmaker
2,478,347
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

This post outlines the diversity of society, and any niche markets we may be involved with.  You make good points, Barbara!

Apr 23, 2019 01:16 AM #5
Rainmaker
2,832,005
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Barbara.

Just proves your point, there is no (one size fits all), form of marketing.

Apr 23, 2019 02:08 AM #6
Rainmaker
4,876,217
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Paul S. Henderson, REALTOR®, CRS maybe not stalking...but certainly psychological profiling...

Endre Barath, Jr. profiling properly is the key.... think like your target would think...

Apr 23, 2019 02:17 AM #7
Rainmaker
4,876,217
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Myrl Jeffcoat understanding your target and thinking as they would is the key to success....

James Dray wouldn't that make life easy....

Apr 23, 2019 02:21 AM #8
Rainmaker
5,270,927
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Thank you very much, Barbara, for sharing your marketing experience and your advice.

Apr 23, 2019 04:48 AM #9
Rainmaker
3,192,433
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

Targeotts take on many shapes and sizes....niches and farms and we use different versions of our newsletter, some post cards and consider the audience in the message...or they will ignore it.

Apr 23, 2019 06:23 AM #10
Rainmaker
2,454,378
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

If you don't target the right audience, your time will just be wasted.  Send people what they want to see and what they are interested in and they will respond.

Apr 23, 2019 06:47 AM #11
Rainmaker
4,876,217
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Roy Kelley thanks.... enjoy your week....

Sally K. & David L. Hanson I always look forward to your comments on marketing posts.... you're my positive reinforcement...

Apr 23, 2019 06:49 AM #12
Rainmaker
3,527,414
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good morning Barbara. This is both simple and brilliant. One size doesn't even work for me. :)

Apr 23, 2019 06:51 AM #13
Rainmaker
4,876,217
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Brian England I target many different audiences.... so my postcards must apply to anyone who is listing.... topics such as service, marketing and filling the gap between selling and buying.... 

Apr 23, 2019 06:51 AM #14
Rainmaker
1,964,013
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Southlake, TX
Selling Homes Changing Lives

Barbara Todaro - I can't believe I started to make a comment about an hour and a half ago and never had the chance to get started until now. Life is a series of interruptions.

"Marketing is not an exact science." Isn't that the truth! That's why I never believe people who try to sell me on their ideas of buying leads, scripts, or whatever wares they sell. One size does not fit all. Marketing has to be customized to fit the right situation and that's something I know you do well. But it took years of experience and going through many market changes and I'm so proud to learn from you. 

Sometimes agents think direct mail doesn't work. But did they ever craft their marketing plans to make adjustments when the market changes and really know their target audience before they stuck up their noses and said it doesn't work? My guess is no.

Time and time again, it has been your mantra and you have led many workhorses in the business to water by sharing your secrets here on ActiveRain. Many have read. Few will follow. Those who do shall succeed. And you never are discouraged by what others think. I admire that trait in you. Too often, I allow my feelings to get in the way of what others think of me. If you were here right now with me in my office, I think you'd have a lot to say! And I would listen harder.

Thanks for the "vitamin shot," which I needed today.

Apr 23, 2019 07:25 AM #15
Rainmaker
4,876,217
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Patricia Feager, MBA, CRS, GRI,MRP your comments are always so complimentary and I do appreciate everything you state.... and I'm confident you never need a "vitamin shot".... you consistently give many shots to others, and I always want to be in that line to receive mine!  thanks for all you do.

Apr 23, 2019 07:33 AM #16
Rainmaker
3,074,846
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Five star service all the time, that is what the team always give and what makes them a great dream.

 

Apr 23, 2019 08:23 AM #17
Ambassador
3,780,949
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

BarbaraT- what many don't realize is that marketing isn't just getting your name out there. You have to know your target audience and what they are looking for. 

Apr 23, 2019 11:52 AM #18
Rainmaker
4,876,217
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

thanks, Will Hamm 

Kathy Streib correct....market to a target and make sure you understand what they need....

Apr 23, 2019 12:00 PM #19
Rainmaker
3,246,911
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Barbara - the message appears clear to me: know your audience. Master it!

Apr 23, 2019 02:14 PM #20
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