Marketing Savvy: The Difference between Branding,Marketing & Selling!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

 

As we read various posts, articles, and commentaries, we often see branding, marketing and selling used interchangeably.  Each is distinct and plays a vital role in brand loyalty. We are writing this post in order to shed clarity on these three important words.

 

Branding is a name or an image of a company.  This is a form of communication that occupies a place in a consumer's or target market's minds.  The brand is also seen as the answer to their target customer's prayer, and the solution for their problem or mindset.  This engenders customer loyalty to the brand. 

 

Marketing is the brand's presentation to the consumer or the target market. Marketing is matchmaking.  It requires concisely communicating the essence of your distinct promise of value to your ideal target market as you address their most pressing needs.  If your communication is clear your ideal prospects should instantly recognize that you, not your competition, are the right match.   

 

In this instance, the target market rules, because it represents your ideal client.  In other words, marketing looks at what the consumer needs and wants, and focuses on meeting those needs in their communication.  In other words, if the target market, still has the paper delivered to their homes, the smart thing to do is have ads in that publication. " Marketing done right makes sales irrelevant!" (Peter Drucker).  

 

Selling is trying to convince those prospects that are not really a match to you that they should work with you or buy from you anyway.  The need to sell comes from the false notion that there is a scarcity of ideal clients out there. But, the truth is that the time you waste trying to win over non-ideal clients and slogging your way through difficult transactions distracts you from opportunities to meet and work with perfect matches.  

 

Selling may give you the immediate gratification of momentary wins, but it will burn you out in the long run.   Furthermore, selling will not engender brand loyalty, it may also give you a bad reputation...

 

 

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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 02/13/2020 01:00 AM
  2. Barbara Todaro 02/13/2020 03:22 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Bananatude
Old Farts Club

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Rainmaker
699,753
Laura Filip
Laura Filip Broker , Opening doors for All Seasons of Life - Whitesboro, TX
What can we do for you today?

Evening to all, another great post on reaching out to the right group of people. 

appreciate the section on who is the right seller. 

Feb 12, 2020 04:34 PM #26
Rainmaker
2,814,969
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

It’s an interesting premise overall. It’s all about patients and having that will power.

Feb 12, 2020 09:50 PM #27
Rainmaker
2,814,969
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Definitely quality of the quantity really matters a great amount. It’s pretty simple.

Feb 12, 2020 09:52 PM #28
Ambassador
4,129,284
Jeff Dowler, CRS
eXp Realty of California - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra:

It's always a pleasure to be so well educated from reading your posts. It seems that if branding and marketing are done correctly, selling is not necessary.

Jeff

Feb 12, 2020 10:26 PM #29
Rainmaker
5,226,504
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Good morning, Ron and Alexandra Seigel perfect post with simply stated definitions of marketing and branding..... I've been Branding my last name in my town for decades, and I continue to do that.... my marketing strengthens my brand and continually reinforces the relationship of the name to real estatewith consistent visibility....it takes time, money and effort to provide it consistently.

Feb 13, 2020 02:50 AM #30
Rainmaker
1,971,104
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Barbara Todaro is right... and no one wants to be "Sold" anything. Be a match maker and listen first to learn what to suggest or help find that they need and in turn sells itself because it just fits best. Help them not sell them. As soon as a buyer enters your lobby or phones in and the agent immediately tells him "I know exactly what you want" is missing the conversation needed first to learn their situation, budget, expectations. Maybe you can not help them so every one saves time with some Q & A first. 

Feb 13, 2020 03:53 AM #31
Rainmaker
74,440
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
Relocation to NW AZ with elbow room & more freedom

Good morning. Funny how the words we use sometimes contribute to our lack of clarity. Sales is a process where marketing (branding is a subset of marketing); selling is the actions to secure a successful transaction and keeping (securing referrals from past happy clients).  Unfortuntely as noted, some experts are self serving and only add to the confusion. The sales process is relatively simple though not necessarily easy.

Feb 13, 2020 05:32 AM #32
Rainmaker
1,321,698
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - This is definitely a Gold Star post.  I think too many people do use these terms interchangeably and could benefit from your succinct description of each.  This post can help people move to the next level with their branding and marketing efforts. 

Feb 13, 2020 07:17 AM #33
Rainmaker
2,814,969
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I find that you, meaning all of us, have to sell to people who want to be sold to or else it just looks nasty and feels even nastier.

Feb 13, 2020 07:27 AM #34
Rainmaker
3,780,172
Sheila Anderson
Referral Group Incorporated - East Brunswick, NJ
The Real Estate Whisperer Who Listens 732-715-1133

Good afternoon Alexandra and Ron . This is wonderful, specific and so on the money.

Feb 13, 2020 09:25 AM #35
Rainmaker
4,687,485
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Leanne Smith Branding is never a subset of marketing.  Branding is the nucleus that sets the tone of the marketing.  It is what the right target market can identify with.  There is a ski store we love to shop at in Utah.  They do things "The Jan's way!" Jan was the founder of the store.  Here is a for instance.  I was having my ski boots adjusted, and they needed to go on the heaters to open up for the right adjustment.  I wanted to go to the restroom and mentioned that to the fitter.  He immediate pulled out some warm slippers for me to walk out, so that my socks would stay pristine.  When, I said, how nice! He answered, this is the Jan's way!"  We buy our equipment only there.  The Jan Brand dictates the marketing which make us loyal customers.  I don't have to be sold, I know that our skis are tuned perfectly as are the bindings on them, as are my boots...I don't care if I can get them cheaper somewhere else!  The brand is like a combo of brain and heart in the human body...follow that and you stay healthy business wise.  

A

Feb 13, 2020 11:55 AM #36
Rainmaker
4,687,485
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® following your brand is what keeps customers loyal, it is so important to realize that a brand occupies a space in someone's mind.  A

Feb 13, 2020 11:57 AM #37
Rainmaker
4,687,485
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheila Anderson Thank you for your kind words, and once again I want to tell you how much I am enjoying your move to the Berkshire saga.  A

Feb 13, 2020 11:58 AM #38
Rainmaker
4,687,485
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Laura Filip we have always wanted to work with the right people that were suited to our style.  It makes life so much more pleasant.  A

Feb 13, 2020 11:59 AM #39
Rainmaker
4,687,485
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler, CRS we are big fans of Apple.  I have never felt sold by them. I love their brand and we have written several posts on their brand.  Our desktops were over 7 years old, and we still had great Apple care from them without charging us.  I recently bought another and had $400 in credit for our two old ones...and the same story for my phone. $400...

Contrast that with Toshiba.  When I called them, they kept emphasizing the $35 an hour (I was happy to pay them), and when I asked, can this be fixed?  They kept saying, we have to manage your expectations...I am thankful to them, because we subsequently switched to Apple...LOL A

Feb 13, 2020 12:04 PM #40
Rainmaker
4,687,485
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Barbara Todaro 

It takes time and money, but in the long run it is a great investment, because it keeps giving, and you and your team occupy an indelible place in the minds of buyers and sellers in the  Franklin, MA real estate market.  And you do in my universe to.  A

Feb 13, 2020 12:07 PM #41
Rainmaker
74,440
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
Relocation to NW AZ with elbow room & more freedom

Possibly subset is a wrong word because branding is part of your strategic plan, your value.  However marketing is about attracting attention and building a relationship. Your branding is supposed to be part of that overall action. Hence branding is part of marketing as a subset.

 

Daniel Pink said your brand is the set of expectations held by your customers.  A successful entrepreneur who has built one of the most profitable fuel/convenience stores in the Midwest said "your brand is your promise to your customers."  Your promise actually comes from your strategic plan, specifically your value statement.

 

The sales process truly has only 3 phases - marketing; selling and keeping.  All actions can be in one or more than one.

Feb 13, 2020 01:31 PM #42
Rainmaker
1,864,515
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Marketing is the attracting and Sales is the convincing!

Feb 13, 2020 07:16 PM #43
Rainmaker
437,894
Matthew Klinowski, PA
Downing-Frye - Naples, FL
Golf Community Real Estate Specialist

Good morning Ron and Alexandra Seigel, thanks for the very clear distinction between branding and marketing. I have found establishing a solid brand was the most important strategic decision I made in real estate. I carved out a niche and focused on helping buyers and sellers with their golf community real estate.  I have been branding NaplesGolfGuy for almost 20 years. I run into people all the time who say, "hey you're the Naples Golf Guy" and they have no idea what my name is, which means the marketing of my brand is working! I encourage everyone to follow your advice. Have a fantastic weekend.

Feb 15, 2020 04:21 AM #44
Rainmaker
217,922
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

It seems rare that you get a perfect match and if business is slow there would be a tad of selling going on...  Thanks for defining the Big 3!

Feb 15, 2020 08:37 AM #45
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