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