“The eye buys” marketing, just as “the eye buys” homes

By
Services for Real Estate Pros with RE/MAX Executive Realty 104763
https://activerain.com/droplet/5j7W

 

Larger, glossier and the most “eye catching” attracts those homeowners who want the marketing of their home to stand out beyond the standard flavor. The greater the degree of one’s marketing, the greater the magnitude of the potential listing.

The large glossy, colorful postcard is an example of the marketing piece that attract owners of high end homes. If two or three postcards are received on the same day, the one that’s pulled from the batch of mail will be the largest, brightest and glossiest.

High end homes expect to have “top shelf” marketing. If you’re listings are hovering in the lower price range, beef up your marketing. If your  net income after deducting expenses is a pittance, it’s time to spend your money on quality marketing pieces.

The mentality of many owners of lower end properties is to hire a discount agent. When they see a postcard in their mailbox with brilliant colors and a lively glow that shouts “an expensive marketing piece,” they are not likely to call you. Their first thought would be “they charge top dollar” to sell a home, if they use this type of marketing!! 

High end homes never call a discount broker. They want all the latest and greatest of marketing performed on their home including aerial photography, 3D tours and more. We provide that.  We’ve experienced both scenarios, and I’m a firm believer that large postcards with a quality finish win every time. The prize for that win is a high end or luxury home. “The eye buys” marketing, just as “the eye buys” homes.

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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Rainmaker
4,875,200
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

George Souto well, I'll soon learn how this postcard rated with recipients....

Paul S. Henderson, REALTOR®, CRS when seller s hear the truth and it makes sense, they'll fall into place and pay attention to instructions from the leader....every team has a leader and that;s the listing agent.... so, you need to remember to lead.... they'll follow your instructions.

Apr 24, 2019 11:55 AM #8
Rainmaker
3,245,891
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Barbara - a "stand out" post for sure! 

Apr 24, 2019 03:22 PM #9
Rainmaker
4,875,200
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

let's hope the recipients like it well enough to call us!!!!  we'll soon find out.... Michael Jacobs 

Apr 24, 2019 04:01 PM #10
Ambassador
3,779,657
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi BarbaraT- The colors caught my eye as well!!! And I love the line..."And you deserve the proper service."

Apr 24, 2019 05:48 PM #11
Rainmaker
2,831,097
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Barbara.

Those colors and the font used sure speaks of someone who knows about marketing.  Any idea of who that may be?  LOL

Apr 25, 2019 02:23 AM #12
Rainmaker
4,875,200
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Kathy Streib this is my all time favorite postcard.... hope some of the recipients like it, too!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

James Dray the entire postcard is unique....but sooo simple and direct....

Apr 25, 2019 03:00 AM #13
Rainmaker
2,095,400
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

Great advice and I love the postcard!

Apr 25, 2019 05:27 AM #14
Rainer
278,296
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Barabara, thanks for your post as usual. Please let us know the outcome

of the dark postcard. I like it and it would cause me to look longer and admire the unusual, but that's just me.

Apr 25, 2019 07:27 AM #15
Rainmaker
1,850,536
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good morning Barbara Todaro - yes the eye  buys.  I am sold on it!

Apr 25, 2019 07:49 AM #16
Rainmaker
367,981
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
Santa Cruz Mountains Property Specialist

Interesting take on splashy colors - I will take your advice to heart on my next postcard!

Apr 25, 2019 08:49 AM #17
Rainmaker
573,867
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

I love your postcard, Barbara. You mentioned one time the volume of mailouts you do. Would you mind sharing that info again? Also, was this piece printed in house or outsourced? Thank you!

Apr 25, 2019 10:20 AM #18
Rainmaker
4,875,200
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Hi Pat Starnes-Front Gate Realty I mail over 7,000 pieces to single family homes in Franklin MA....  I create all of my own postcards using microsoft publisher....and pixabay for graphics... they're free...  we no longer do printing in-house.... there's a local printer with low overhead and we use him... .55/postcard including postage and he delivers to the post office...

at the end of the summer, I'll be using gotprint.com....a recommendation from Kenneth J. Jones ... go online and request their package of free samples.... the glossy postcard is spectacular....I'll be doing the 9" x 12" glossy postcard...

the large postcard with high quality stock that I'm now using is attracting high end homes.... if you look through our inventory, our range is $500 to $2.5 million... on occasion we'll list something between $200-$300k

Apr 25, 2019 10:27 AM #19
Rainmaker
573,867
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

Thank you so much. I'll look into his product. Home prices in my market are on a vastly different scale, but I personally prefer the larger, glossy postcards.

Apr 25, 2019 10:33 AM #20
Rainmaker
5,269,175
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

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

Apr 25, 2019 12:25 PM #21
Rainmaker
4,875,200
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

thanks, everyone, for your nice comments.... 

Apr 25, 2019 05:15 PM #22
Rainmaker
721,006
Jane Chaulklin-Schott
TEAMCONNECT REALTY - (407) 394-9766 - Orlando, FL
TeamConnect Luxury Homes - Orlando, Florida, 32836

Excellent Post, Barbara;  yes, very 'eye catching.'  Would be interested in the response to the mail out.  Thank you for sharing the information in your comment responses also.

Apr 26, 2019 08:47 AM #23
Rainmaker
4,875,200
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Jane Chaulklin-Schott I hope I'll be marketing many new listings soon....

Apr 26, 2019 09:27 AM #24
Rainer
471,314
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

Amen and Amen.

Apr 27, 2019 06:32 PM #25
Rainmaker
1,512,880
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

I realize you are not targetting lower priced homes for your listings, but I expect you can still answer my question.

Since in some areas, the median price is what you would consider "low end" where you are. How you would apply "the eye buys in marketing" if you lived in such an area?

Apr 28, 2019 11:21 AM #26
Rainmaker
4,875,200
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Kimo Jarrett it all makes sense, doesn't it....

Marte Cliff it's your marketplace....and those median priced homes are looking for quality....they're NOT low end in your area.... if your marketplace is not an active one, you would not be focused on high end homes that take a very long time to move!!  

think as the seller thinks.... what are their needs.... what issues are they most concerned about.... bridging the gap between buying and selling? quality service? marketing that will find the buyer for their home? 

then create a postcard that will be eye catching and satisfy the homeowners' most worrisome thoughts about selling....  the postcard does not need to be glossy.... the postcard must make sense and have an eye catching graphic with a colorful print that is NOT gaudy....just an attractive looking postcard.... 

Apr 28, 2019 11:48 AM #27
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