If you are an Active rain member you surely have read many posts by our very own marketing guru Barbara Todaro. In Franklin, Massachusetts, the Todaro team is top of mind with every citizen. I’m a big fan of her marketing style and utilize many of her tips, applying them over the years to further my mind share in the community I serve.
Barbara’s philosophy, “you have to spend money to make money” aligns with my thought process. Dollars spent on “mind share” is always a great return on your investment. Her posts drive home the point to dominate the market you serve you MUST stand out and be top-of mind to you audience. Even in her most recent post she emphasis how important it is to spend money on advertising and stresses marketing is successful with both on line and off line because the complement each other.
Constantly creating a “buzz” that you are the local expert gains you the competitive edge, but it must be a steady buzzing stream that moves throughout the community. Consistent marketing letting the community know about the next listing or sale and what the market is doing is relevant but doesn’t’ guarantee you dominance unless you prove your value as the resource for your community.
Understanding the mindset of your community will allow you to define what you need to do to capture your audience’s attention. Once you understand what you need to do to achieve that coveted status of having your name uttered every time real estate is mentioned, you can move forward with a well-orchestrated plan.
Occupying that status in your marketplace is what matters most in obtaining the lion’s share of business and can only be accomplished when you stand out and are remembered by much of your audience.
I remember well a statement Barbara made over a year ago: “The way we market will determine how well we do at “Branding.” Marketing must be “consistent, visible, simple and memorable.” The sum of these factors equals “Branding.” How well we Brand will determine our success at the end of the year.”
Barbara years ago, asked me why I didn’t create a rider for my sign that stated “The most frequently hired Realtor in Canyon Creek” I immediately ordered them and used them for years. I gained more traction which propelled me further to the top-of mind status for the community I serve! Thank you, Barbara. Your advice, wisdom and tips are invaluable.
This is my second entry into the February Active Rain challenge hosted by Rocky Dickerson and Kathleen Daniels, Probate & Trust Specialist.