How Do I Make The Phone Ring When Marketing To A Different Group?

Reblogger Peter Mohylsky. The Santa Rosa Beach Expert
Real Estate Broker/Owner with PrimeSouth Properties

Some one in this group asked about a magic letter to use.  Here is another type of magic.

Original content by Barbara Todaro 104763


When the real estate market is a healthy one, we can narrow our focus to one phase of the real estate market. We call that our niche. However, in this extremely slim listing market, we need to broaden our horizons by creating more than one niche.


How does one expand to include another niche? If you have a niche of listing moderately priced homes and you now want to market to luxury home owners, how, when and where do you begin?


The first step is to create a database of names and addresses for the area(s) you select. The size of that database will depend on “the depth of your pockets.” The larger the database, the greater the chance of you receiving a phone call for a Free Market Analysis. I would start with ideally 1,000 names and addresses. Do as much as you can afford.


The mailing program should be executed every month for a 1 year period. It takes commitment; consistent visibility; and top quality marketing pieces, including a professional glamour shot and a more casual photo of you! The casual photo shouts out confidence, in my opinion, but both are needed.


Now, for the nuts and bolts of marketing to a different socioeconomic group of people. We continually share the fact that we are in a people business. What does that mean?



To me, it has always meant we need to think as our target client thinks. “Listing agents” are “marketing agents.” The first thoughts to be marketed are ours. How we think will either attract or totally remove us from having the opportunity of receiving a phone call from a potential client.



We MUST think as the client thinks, and reduce those thoughts to writing. It could be a variety of articles of importance to the luxury homeowner; or sharing some facts reflecting how we market luxury homes and why we use those techniques; or why luxury home buyers ARE searching for a luxury home. 



Every statement that’s read should result in the readers’ surprised reaction that the writer understands how the homeowner thinks and knows what the homeowner wants. The reader should be saying “that’s what I want.”


It’s actually establishing a common ground without being face to face. It’s accomplished with a one-sided single sheet of paper. That’s good marketing. If you prepare a single sheet of paper with a colorful, but tastefully designed, border and prepare content that reflects how the reader thinks, you’ll have your first listing.



This may not happen with the first mailing. However, if they read one, and the mailing is consistently provided every month, at the same time of the month, they’ll continue to read them and you can’t lose!!!


Just another not so quick thought for the moment…..I’m thinking of adding a postcard mailing to multifamily home owners!!!




Barbara Todaro

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038


Exclusive Marketing Agent for The Todaro Team


             Copyright © 2009 - 2020 Barbara Todaro

                               All Rights Reserved



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

Good morning, Peter Mohylsky, Beach Expert thank you so much for the reblog.... I appreciate that and take it as a great compliment...

Feb 29, 2020 05:14 AM #1
Wayne Martin
Wayne M Martin - Chicago, IL
Real Estate Broker - Retired

Good morning Peter. Barbara is the poster child for consistency and perseverance. And successful she is! Enjoy your day!

Feb 29, 2020 05:14 AM #2
Raymond Henson, SRES, GRI
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA

I thouroughly enjoyed reading this post.  Great choice for a re-blog.  This is one area of marketing that I have not tried.  This just maybe the inspiration that I need.

Feb 29, 2020 05:27 AM #3
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

A cultivated Database with 2,000 names should produce 40 units per year 

Feb 29, 2020 05:51 AM #4
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

Such a perfect choice for a reblog, Barbara Todaro shares so much wisdom with us on a daily basis!

Feb 29, 2020 06:22 AM #5


Feb 29, 2020 04:20 PM #6


Feb 29, 2020 04:21 PM #7
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Peter Mohylsky. The Santa Rosa Beach Expert

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