Is Your Marketing Stale or Fresh?

By
Services for Real Estate Pros with Napa Consultants DRE00893924
https://activerain.com/droplet/5nYg

Like it or not, change is one of the constants in life.  Even a hermit will experience some form of change. Savvy marketing adapts to changes as soon as possible.  And in this day of age of electronic communication, it is easier to do that.

 

Your marketing has to adapt to the current situation, if you want to stay relevant.  You have to research, and no you cannot rely on general research.  If you want results, you have to specific and know the market you are trying to reach intimately.  You cannot rely on old data and research generated by someone else.  

 

Since March, when life changed as a result of the current health issues. we have noticed an abundance of stale promotion.  For instance, department stores continued touting the latest fashion wear for resorts and cruises, as cruise lines went belly up, and resorts closed their hotel doors.  

 

Five of Santa Barbara's high end resorts closed their doors during the lockdown,  and have just reopened.   Thus far cruise ships are not allowed in our harbor, even though this generated a significant revenue for the city.

 

This morning's email included  four pages of "What's Trending Now!" in fashion.  Each page had 36 photos. The majority was extravagantly dressy clothing, jewelry, evening wear, office wear etc.  Formal events are still being cancelled one after the other.

 

Stay relevant, stay current, and stay flexible!  Do not assume everyone will move to the country away from the cities.  Some will and some will not.  Those who moved to the country may return back to the cities, and vice versa.  And once again, you will have to research what is happening in the marketplace, and continue to adapt.

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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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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Joe Jackson 09/16/2020 05:56 AM
Topic:
Real Estate Best Practices
Groups:
Luxury Home Marketing
Luxury Real Estate
Bananatude
Old Farts Club

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Show All Comments
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kat Palmiotti Marketing is always changing, I have a strong feeling than when this is over, we will see more changes...A

Sep 16, 2020 07:28 AM #52
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Joe Jackson Thank you for taking the time to comment.  We appreciate it.  Wishing you a wonderful Wednesday and a great rest of the week. A

Sep 16, 2020 07:29 AM #53
Rainmaker
303,767
Shannon Jones
The Shannon Jones Team - Long Beach, CA
Long Beach CA Real Estate

We are focusing a lot on marketing these days and you're right - the only thing that's consistent is how often it changes and how many platforms you need to be on!

Sep 16, 2020 08:52 AM #54
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Shannon Jones We only recommend the platforms where your market is located.  Being on every platform known to mankind in our opinion is a colossal waste of time.  A

Sep 16, 2020 08:58 AM #55
Rainmaker
1,631,036
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg Real Estate

I often feel like the pepper on the left lol. It's a good idea to go over your marketing & be sure that it is relevant. They have been saying that any type of more formal office wear is dead in the water so it's odd that it's being advertised. They are not paying attention. 

Sep 16, 2020 11:55 AM #56
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lyn Sims I have noticed that our bank officers are wearing suits and ties, but the tellers are more casual.  I think that no doubt the attorneys are doing the same.  In real estate in our area everyone is casual biz wear.  Retail just does not have its act together in many instances!  The same goes for luxury!  I have to commend them to switching to two seasons rather than 4 seasons in their collections.  A

Sep 16, 2020 01:11 PM #57
Rainmaker
1,425,025
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Alexandra, 

As always, you make some very valid points. My guess is that large department stores or other businesses created these ads several months ago, probably before the pandemic.  They shelled the money out and bought the ad space. They may have even shut down their advertising departments making it near impossible to make any fruitful changes.   If any of that is true,  they had to make a decision to go ahead with the ads or pull them all together.  This is an interesting topic. All in all, we need to be cognizant of our own marketing during this time. 

Sep 16, 2020 01:45 PM #58
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® we have always preached that change is a constant, and good marketing adapts, and adjusts to the current situations.  This is one of the reasons I dislike drip campaigns.  Consider how easy it would have been to electonically stop promoting evening wear to us...Gala evenings and fundraising soirées were being cancelled...and the newest LBD (little black dress) was ho-hum...As consultants, we are constantly tweaking the marketing of our real estate clients...regardless of what is happening.  A

Sep 16, 2020 02:15 PM #59
Ambassador
970,250
Lynn B. Friedman
Atlanta Homes ODAT Realty Call/Text 404-939-2727 Buckhead - Midtown - Westside -- and more ... - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Ron and Alexandra Seigel 
On target as usual!
Love this succinct reminder! 
All the best - Lynn

"Stay relevant, stay current, stay flexible!"

Sep 16, 2020 06:30 PM #60
Rainer
604,120
Sham Reddy CRS
H E R Realty, Dayton, OH - Dayton, OH
CRS

Great infromation, Ron & Alexandra! Thanks for sharing!

Your marketing has to adapt to the current situation, if you want to stay relevant.  You have to research, and no you cannot rely on general research.  If you want results, you have to specific and know the market you are trying to reach intimately.

Sep 17, 2020 06:56 AM #61
Rainmaker
588,436
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I have been trying to think of a new way to stay in touch with clients--I usually send out postcards twice a year, promoting special events, art fairs, festivals in the KC area--cannot do that at this time.

Thinking of baking and dropping off some goodies instead!

Sep 17, 2020 07:49 AM #62
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lynn B. Friedman Thank you for your kind words and summation of our post. Wishing you a wonderful rest of the week.  A

Sep 17, 2020 08:01 AM #63
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sham Reddy CRS Thank you for your comment.  We always appreciate your commenting.

Sep 17, 2020 08:02 AM #64
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mary Hutchison, SRES, ABR I think that dropping off some goodies is a tasty idea.  A

Sep 17, 2020 08:03 AM #65
Ambassador
4,293,544
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra:

As always some wisdom about marketing. I think your last paragraph sums it up well, particularly in the first sentence.

Jeff

Sep 17, 2020 04:00 PM #66
Rainmaker
499,358
Tom Bailey
Margaret Rudd & Associates Inc. - Oak Island, NC

Ron and Alexandra, very interesting post! We have not had to modify our marketing in our market.I work in a SE North Carolina coastal community. We are a second home, retirement, and vacation rental market! Our marketing is geared to people from outside the immediate area. We have always gotten a lot of retirement relocation from the Northeast. COVID has accelerated that! We have picked up business from Florida because we are far less dense! Thanks to Covid we are seeing a new trend of children moving their families out of the NE to be near grandparents, and away from the density! We market the same as always: clean (not over crowded) beaches, boating and fishing, hiking, camping, kayaking, abundant wildlife, lots of golf, shopping in Wilmington and Myrtle Beach, a great hospital (soon to be part of the UNC teaching system) in Wilmington 30 minutes away, 4 seasons (very mild winters), and most of all low density

Sep 18, 2020 06:41 AM #69
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Tom Bailey Thank you for your comment, we appreciate learning about your North Carolina market place.  A

Sep 18, 2020 03:49 PM #70
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler, CRS Thank you as always for your kind words.  We appreciate them.  A

Sep 18, 2020 03:50 PM #71
Rainmaker
4,999,251
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® Love, love your new photo.  Have a great weekend.  A

Sep 18, 2020 03:51 PM #72
Rainmaker
1,022,191
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

So appreciate your post.  My Halloween postcards are all about safety, social distancing and how to have fun this Halloween.  

Sep 22, 2020 05:52 PM #73
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