Savvy Marketing: Are You The First to Come to Mind in Your Practice!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

In the arena of luxury, or any other real estate marketing, the entire competitive landscape needs to be redefined. Of course, competence matters.  What matters most is occupying the top of mind status in your marketplace.  This is the fundamental tenet of marketing!

 

Whoever wins the competition for attention (who stands out the most?) and the competition for retention (who is remembered first?) will get the lion’s share of business.  Attention and retention go hand in hand.

 

One of our clients was often critiqued for having a billboard at each entrance of the marketplace.  Some said that this was money foolishly spent!  

 

If you asked, any one in town including a visitor, each one knew our client's name.  And to this day, our client continues to be the top producer.  Those billboards are still paying dividends to this day.

 

This is the paradigm shift that needs to happen in real estate marketing.  The difference in market share is, in reality, MIND-SHARE! The competitive playing field is actually in the minds of the target market.  

 

I am a big fan of Barbara Todaro's marketing style.  If we were to poll Franklin, Mass., citizens, the Todaro team would come to mind.  The Todaro team has mind share in that community.  Mind share is well worth spending marketing dollars on.

 

Very few agents understand this concept which opens up a tremendous competitive advantage for those of you who want to become the “break-away brand” in your marketplace.

 

Understanding that you are competing for the ATTENTION of your target market in a time starved, attention deficient world will change your entire approach to marketing and branding. In our strategic branding practice, we use the expression. Stand Out or Bow Out!

 

People do not have time to pay attention to a lesser known brand that “blends in”. The agent, who COMES TO MIND FIRST, the personal brand that wins the battle of RETENTION, dominates the marketplace, period! 

 

Postcard marketing, or buying billboards may not be the way to get mind-share in your market.  You have to really understand the mind set of that community.  

 

Keep in mind that the agent who comes to mind first becomes the dominant player in the marketplace. Are you the first, to come to mind in your marketplace?  

 

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WE SPECIALIZE IN
STRATEGIC BUSINESS DEVELOPMENT FOR
LUXURY REAL ESTATE,
FINE WINES & PHILANTHROPIC EVENTS

                                           Watch the Video Case Study

                         Ron & Alexandra Seigel, Managing Partners

                                                  805.770.1129

                   If Gaining or Sustaining Market Leadership is Your Quest, we can help!

 

Comments (60)

Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Good Friday morning.

I hope you are enjoying a very productive month.

Feb 26, 2021 04:07 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray if you decide you need a boost to get there, give us a call!  It is what we do day in and day out.  A

Feb 26, 2021 06:49 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Steven Nickens Top of mind is very specific.  When you think of sticky cellophane to bind two pieces of paper, what is the first name that comes to mind?  That is how specific.  If you need help give us a call.  A

Feb 26, 2021 06:51 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Laura Cerrano absolutely trigger that memory that you know amd you gravitate to in seconds...like Google for instance!  A

Feb 26, 2021 06:52 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley We enjoyed a super productive month...And I hope yours was very enjoyable also.  A

Feb 26, 2021 06:53 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Paul S. Henderson, REALTOR®, CRS Red is the color of excitement as one of it attributes, I am even wearing a red sweatshirt today.  Cheers,  A

Feb 26, 2021 06:55 AM
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

On our Listing Presentations we demonstrate our Video Marketing which exceeds at least 75% of our competitors

Feb 26, 2021 08:34 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael J. Perry Glad to hear that.  Wishing you a wonderful weekend. A

Feb 26, 2021 08:57 AM
Kathy Streib
Cypress, TX
Retired Home Stager/Redesign

Well done- Ron and Alexandra- we can all think of brands in other industries that come to mind...for example the best chocolate, the local car dealership in our area. They know how to market to their target audience. 

Feb 26, 2021 05:35 PM
Lynn B. Friedman CRS Atlanta, GA 404-939-2727
Atlanta Homes ODAT Realty - Love our Great City - Love our Clients! Buckhead - Midtown - Westside - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Like your phrase - "STAND OUT OR BOW OUT." Think of you and the comments in your post every time I see a beautiful logo on a truck but nothing to tell the viewer what the company actually does! Take care - Lynn

Feb 26, 2021 09:40 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib So many understand their market and how to cater to them, and do not try to be everything to everybody.  A

Feb 27, 2021 01:53 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lynn B. Friedman CRS Atlanta GA 404-939-2727 Thank you for that very kind comment.  We appreciate it.  A

Feb 27, 2021 01:54 PM
Kris Collis, Associate Broker
Smart Way America Realty - East Stroudsburg, PA
Professional Results you Expect 570-801-5525

A,   Simple alliteration and a short sentence pack a wallop of a branding message.

"The difference in market share is, in reality, MIND-SHARE! "

Mar 01, 2021 09:08 PM
Paddy Deighan MBA JD PhD
federalfinanciallawgroup.com - Vail, CO
Paddy Deighan J.D. Ph.D

I am frequently astounded at the lack of coherency in professionals that market themselves - lack of a consistent message. A very dear friend lists million dollar homes and entry level condos and I am not certain that this is a good plan

Mar 02, 2021 01:36 AM
M.C. Dwyer
Melody Russell Team at eXp Realty of California, Inc. - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

After a series of personal issues grabbing my attention, it's definitely time for me to focus on getting back to top of mind for a larger share of my market!     For a while I was "sponsoring" maintaining the landscape in the median coming into my community - with a sign of course.    I gave that up due to health issues, but at the time, everyone knew my name.     Time to design and implement plan C...

Mar 02, 2021 08:43 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Working on that...

Mar 02, 2021 08:56 AM
Winston Rowe & Associates CRE Investing Financing
Winston Rowe & Associates - Saint Clair Shores, MI
No Upfront Fee Commercial Loans

You always have very cool posts!

Mar 02, 2021 03:21 PM
Joe Jackson
Keller Williams Capital Partners Realty - Columbus, OH
Clintonville and Central Ohio Real Estate Expert

Great post! Thanks for sharing!

Mar 03, 2021 04:54 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra, hard for me to believe I missed this great post of yours.... and I loved Barbara Todaro  comment... so how many followers do you have inquiring minds want to know, Endre

Jul 09, 2021 02:45 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. I pay no attention to followers...most of them do not comment.  Thank you for your kind words.  A

Jul 09, 2021 03:50 PM