Marketing Savvy: The Importance of Marketing Perspective!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

In answering a question as to whether or not to discontinue marketing for the time being in the face of collective global adversity, we said yes, continue marketing.  

 

However, this is the time to review, reassess and rethink your marketing.  You cannot continue what you have been doing.  We have always said that marketing is a fluid act in motion that must be in harmony with the current climate which requires perspective--in other words encompassing a 360 degree view of the present.

 

Recently everyone has received emails and postcards from those vendors want your business.  We have deleted the majority of the emails from companies whose marketing/ad companies have not bothered to analyze how to approach a new situation.  Here is one guideline.

 

Do not tout your brilliance and accomplishments as a means of marketing yourself!  It may brand you as someone who has no heart to the person who receives your victorious postcard!   Here is an example:

 

One of those emails that we read was from an airline touting its work in helping re-patriate US citizens who happened to be overseas at this time.  Their CEO was complimenting the company for its efforts of maintaining its scheduled flights and good citizenship, and dedication to American citizens in the face of the global issues that everyone is facing.  

 

When I read this, I was delighted because my niece was confirmed on one of those flights home.  A few hours later, she texted us to let us know that this airline had cancelled its flight from South East Asia. Make sure that what you are saying is the truth, nothing but the truth...Fortunately, our niece is a savvy traveler and for the moment is staying put in a safe place free of the spread of the virus.

 

Stop referring to the virus in the headlines of your posts, articles or printed materials.  At this point it is the most overused keyword by everyone which includes the media.  Just because it has a high ranking place on Google, squeezing this Google Juice causes more fear and pain and stress for everyone who glances at these headlines.  Here are two examples:

 

One of the luxury sites I subscribed to lauded in gleeful terms how some of the luxury brands were creating masks to match their Spring outfits. This was their way to stand out at the Spring fashion shows. It was creative, no doubt about that...but I would not have applauded this at all.  

 

One of our formerly respected publications has a weekend column with interesting articles on tech and lifestyle.  We have since unsubscribed to that feed as it became another Google ranking opportunist, with every article headlining the virus.

 

The rule of successful marketing is at all times being aware of the perspective of your target market at this time in history,  Be kind, be compassionate, be carring.  Not one person needs the added burden of fear.  As Maya Angelou said:

 

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

 

Spread the good news, and yes there are many good news in town, in the United States at large, and globally.  Here is one for you:  Did you know that drive-in movies are making a comeback world wide and in many cities in the United States and in the world.  If our town had one,  we would have sent a postcard to our sphere with these news.  We would also found a way to pay for the first 50 that responded to our postcard or email!

 

If your marketing budget is stretched, share the video of good news that Debb Janes EcoBroker and Bernie Stea JD shared in their post yesterday afternoon...

 

Market with perspective.  Be kind, caring and compassionate.

  

 

 

 

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER   THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

 

“We help you get to the listing table more often and win listings more frequently!”

 

— Ron & Alexandra Seigel, Managing Partners 

 

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Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael J. Perry we know that, and we specialize in doing that  Wishing you a wonderful week ahead.  A

Mar 31, 2020 01:28 PM #18
Rainmaker
1,266,578
Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi
NMLS #216987, IL Lic. 031.0006220, WI Licensed. APMC NMLS #175656 - New Lenox, IL
708.921.6331 - 40+ yrs experience

I so applaud and agree with your stance and advice during this challenging time, Ron and Alexandra Seigel ... I've tried to stay positive and not bludgeon people with the word "coronavirus" or dwell on the negatives that are seemly everywhere right now.  I want those that read my posts and social media shares to find refuge, hope, and solace, if only for a brief moment.  Both they and I will feel better ...

Gene

Mar 31, 2020 02:12 PM #19
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Gene Mundt, IL/WI Mortgage Originator - FHA/VA/Conv/Jumbo/Portfolio/Refi we are on the same page, and yes we want our readers to feel uplifted from reading you posts.  It makes them feel good, and us feel good.  By virute of that, our immune systems strenghten.  A

Mar 31, 2020 03:25 PM #20
Ambassador
4,155,441
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- thank you so much for this. My feelings are so mixed about some of the advertising I've been seeing on television these days. I saw a semi-luxury car company telling us how they will take care of this during this time of uncertainty with either some kind of special offering. Not sure what but the last thing I'm thinking about now is buying a new car. 

Mar 31, 2020 06:27 PM #21
Rainmaker
454,294
Matthew Klinowski, PA
Downing-Frye - Naples, FL
Golf Community Real Estate Specialist

Hi Ron and Alexandra, I appreciate the post. I have a monthly newsletter I send out at the end of every month and I thought long and hard about what and how I wanted to communicate updates. So many of our clients live in other locations and want to know what's happening, others have put their search on hold. At the same time, they want to know what's happening in our area. I settled on the following opening message.  "During these challenging times, we hope you and your loved ones are safe and healthy. Many of you are located in other areas, other parts of the country and other parts of the world. If you’re wondering how Southwest Florida is doing or have any questions please feel free to call, text, or email us any time.   

 
Like most professionals throughout the country, we are working remotely. While physical offices are closed, real estate transactions have not been disrupted. They may have experienced some brief delays in certain situations and there are new health and safety protocols in place of course, but they are moving forward. In the meantime, for those looking for an update or the latest information on the real estate market in SWFL, we hope you find the following information helpful. Stay safe, be well! Matthew Klinowski, P.A."
 
Ultimately, everyone's health and personal safety are most important right now. At the same time, based on the phone calls and emails I've received, many still want to know what's happening in the market and the area. So I hope I will be able to provide them with a small distraction while we navigate these challening times. So I agree with communicating with clients and potential clients. I encourage everyone to be genuine and thoughtful in your communications. Stay safe. Matt
Mar 31, 2020 07:14 PM #22
Rainmaker
1,554,123
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

I totally agree. I have received so many emails recently about the virus and how companies are dealing with it/how wonderful they are, I don't even read them anymore. By the way, regarding the drive in movie theater resurgence... on a local FB group here, a resident indicated he had enough property to host a drive-in movie for about 40-50 cars and he was asking for advice on how to move forward. Someone offered some movie equipment. I haven't seen anything further about whether he's going to be able to have his drive-in party, but I thought it was a fantastic idea.

Apr 01, 2020 05:57 AM #23
Rainmaker
5,756,445
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Congratulations on your feature recognition.

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

Apr 01, 2020 11:31 AM #24
Rainmaker
652,749
Brian L. Sirota, Esq.
Bristar Realty (Realtor/Attorney) - Orange, CA
For Solutions: (714) 501-7660

Alexandra, I recall the mention of your niece in Thailand and was wondering whether she made it back.

I know you're correct about her being safe.   Thailand has taken Covid sigificantly more seriously we have.   While we were mocking those with face masks, she was wearing one in public.   For months, those without a mask in public were mocked, and those tourists who resisted were threatened by Thailand's minister with removal.

I'm intimately familiar with the daily goings-on there, personally and medically.    In fact, I'm due for my nightly facetime.... where it's morning for them.

You know, as of today, they have 1771 cases and only 12 deaths.  From the beginning, they got it right.

I'm delighted your niece is well, despite her inability to return. 

 

Apr 01, 2020 08:16 PM #25
Ambassador
3,165,904
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

 

Ron and Alexandra Seigel 

I think we should all open up a drive-in and let it make a come back. 

 

Apr 01, 2020 08:26 PM #26
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian L. Sirota, Esq. I talk with her about this time of the evening via text.  She is on an island and doing well.  She has rented a cabin on the beach.  So far so good.  I had suggested she go to the US Embassy.  She felt that Bangkok had too many cases there, so she flew to one of the islands.

Apr 01, 2020 08:59 PM #27
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib so many absurd things.  Today we received textss from our bank to download an app and stay on the virus...My delete button is getting quite the work out these days.  A

Apr 01, 2020 09:01 PM #28
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Matthew Klinowski, PA I think that you did a great job, and it is good to emphasize health and staying safe.  I would rather talk on the phone than make blanket statements like the mass media is doing.  A

Apr 01, 2020 09:03 PM #29
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Margaret Rome Baltimore 410-530-2400 Drive in movies were always fun, and it was inexpensive entertainment.  In the urge to grow and build malls and housing, so much cultural icons were destroyed.  A

Apr 01, 2020 09:05 PM #30
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kat Palmiotti how great your story about offering a place to view movies from!  I think the article I refered to had mentioned something similar.  A

Apr 01, 2020 09:07 PM #31
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley Thank you for your kind words, we appreciate them. A

Apr 01, 2020 09:08 PM #32
Rainer
25,690
Realty Pack
Realty Pack - Bel Air, CA
Real Estate Blog

Hello, Ron and Alexandra Seigel. Thanks for sharing your experience.

Apr 02, 2020 02:24 AM #33
Rainmaker
1,599,571
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg Real Estate

There are many different sectors that are just not doing it right. There are phrases of sympathy that if I hear again I am going to scream. 

Apr 02, 2020 07:49 AM #34
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Realty Pack Thank you for your comment.

Apr 02, 2020 12:07 PM #35
Rainmaker
4,807,201
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lyn Sims I do a big silent scream, and the latest was a text from our bank with a new app to follow the latest...what a waste...Wishing you less of those messages. A

Apr 02, 2020 12:09 PM #36
Rainmaker
1,008,826
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Thank you for this timely advice. In the face of so much fear and constant news, your advice to stop over-using the virus term is much appreciated.  In my message to my clients yesterday I said just the same - you are overwhelmed with messaging and I'm not her to add to that enormous weight on your shoulders!  

Apr 02, 2020 02:35 PM #37
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