Savvy Marketing: Successful Messaging Saves You Money!

Services for Real Estate Pros with Napa Consultants DRE00893924

We are firm believers that a real estate marketing professional has to understand the psychographics of their market.  This is of paramount importance when spending money on marketing.  The message has to be in your market's language.


Successful messaging is focused and laser sharp because it specifically addresses the attitudes, interests and the opinions of your target market, i.e., their precise psychographics.  Once you know the way your ideal client thinks you must speak to them in their language and in their own “dialect”.


Not long ago, an agent sought our advice if she should market to the Middle East. Her client wanted the agent to advertise her listing in a high end British publication.  There is a substantial influx of oil money buying properties in London.


The client based her ask on the fact that the Middle East is awash in money, and those who live there would love to live here in Santa Barbara.  Furthermore, she stated we are pumping oil here also.  


We pointed out that London and Santa Barbara are definitely not birds of a feather in many aspects.  Our combined population is just under a 100,000 people, whereas London has a population of just under 9 million (2018).  Our lifestyle does not even come close to the glitzy cosmopolitan lifestyle of London.  


The companies that pump oil in our channel are base in Texas.  It would make more sense to advertise in Dallas or Houston than in London.  American Airlines has a daily non-stop flight from Dallas to Santa Barbara.


On several occasions we have met folks from both cities who have second homes here to get away from the hot Texas summers.  They love it here.  


Our agent friend followed our advice, and did sell her listing to a family from Texas.  And the ad was half the price of the one in the London publication...

Understand your market, and focus there!  Forget the world at large, concentrate on the right target!



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Written by Ron & Alexandra Seigel-






—Ron & Alexandra Seigel, Managing Partners


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— Ron & Alexandra Seigel, Managing Partners 


Comments (31)

Nina Hollander, Broker
Coldwell Banker Realty - Charlotte, NC
Your Greater Charlotte Realtor

HI Alexandra... knowing your market is sooo important. Charlotte, for example, is not a big "international" market and not likely to be any time soon. Trying to attract those buyers is a waste of time and money. Now... if you're talking, NY, NJ, Ohio, Wisconsin, California, even Florida, etc... a whole other issue.

Oct 26, 2021 09:34 AM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- excellent post. You have to know the market you're trying to target. While Houston and Dallas are both very international, they are very more laid back than the other. 

Oct 26, 2021 10:47 AM
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello A and Ron and this is a outstanding blog to share with us here in the Rain.  I give it a 5 star!


Oct 26, 2021 12:16 PM
Wendy Rulnick
Rulnick Realty, Inc. - Destin, FL
"It's Wendy... It's Sold!"

Ron and Alexandra Seigel I always wonder when agents spend money way out of market - no one is probably going to buy that "specific" property, but the ad turns out to be a promotional of the "area" being advertised.

Oct 26, 2021 12:20 PM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - The key to successful marketing is targeting the correct market and venue. I might add if it isn't getting results over time, drop it like a hot potato. 

Oct 26, 2021 01:11 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bill Salvatore - YVP Blog we took you advice and went to Rudy's for lunch.  This photo is just for you,

Oct 26, 2021 01:13 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay That is very smart of you.  Knowing your feeder population is key to finding them the right home. A

Oct 26, 2021 01:15 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander, Broker Sadly these days, a lot of Californians are leaving and they are justified in their reasons.  Our government both state and local is wacko!  We just zig and zag and do our best, and so far we are happy!   Eventually the pendulum will shift to a normal state..A

Oct 26, 2021 01:18 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib which is more laid back.  I met a lady from Houston who owns a commercial real estate firm there, and she was very angsty...and doing very well as she told me.  A couple from Dallas who recently had some kind of disaster with their condo building, calmly bought another 4 condos which they remaking into one.  They were sort of laid back...

Oct 26, 2021 01:23 PM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Great advice as always Ron and Alexandra Seigel  target marketing is the name of the game 

Oct 26, 2021 01:25 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams thank you for your comment.  People are often tempted to market with wide strokes, instead of the right stroke.  Wishing you a lovely evening!  

Oct 26, 2021 03:55 PM
Aura Alex
Co-Founder, CloseMyDeal, LLC - Seattle, WA
Transaction Management Services

Ron and Alexandra Seigel, I strongly believe in target marketing.  There's no reason why you can't be "the big fish in the big pond" if you focus on the right market! Thank you for sharing your knowledge and experience.  It's priceless!

Oct 26, 2021 05:02 PM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Congrats on a well-deserved feature post; ..." the message has to be in your market's language."

Oct 26, 2021 07:17 PM
Mike McCann - Nebraska Farm Land Broker
Mike McCann - Broker, Mach1 Realty Farmland Broker-Auctioneer Serving Rural Nebraska - Kearney, NE
Farm Land For Sale 308-627-3700 or 800-241-3940

Hi A and Ron and All...I haven't been around the Rain as much lately as my business is running full steam ahead.  I have been reaching out to the west coast a lot more as many, many, and I mean many....folks are tired of the politics occurring in most areas of the coast.  And most of these folks I been meeting and selling to are from the metros...not the countryside.   Thank yo for sharing the blog!!

Oct 27, 2021 06:03 AM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

I loved this post and had to smile at some of the comments.... on a side note, I have been giving many referrals to different parts of the country because their focused marketing I saw on this platform as well as the polite interactions.... No London is not one place I would have spent my money on if I was looking for clients:)Endre

Oct 27, 2021 11:00 PM
Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

As we learned last week on the International sales Zoom call, marketing overseas needs to be done properly and not just for 1 listing.

Having them focus on a more realistic market surely improved their opportunities and got them a far quicker sale

Oct 28, 2021 06:58 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra:

Congratulations on a well deserved feature. Your example illustrates your principal point so well.


Oct 29, 2021 04:46 PM
Pat Starnes-Front Gate Realty
Front Gate Real Estate - Brandon, MS
601-991-2900 Office; 601-278-4513 Cell

This topic is intriguing. You gave the agent great advice on where to target her marketing.

Nov 01, 2021 08:03 PM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

What a compliment to you--that you were chosen for advice!  Makes me feel special when someone calls me like that! Interesting about all the oil money buying high dollar real estate , I should not be surprised...

Nov 02, 2021 02:23 PM
M.C. Dwyer
Melody Russell Team at eXp Realty of California, Inc. - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

Great advice to consider where to spend advertising dollars, and how to approach the target market.

Nov 11, 2021 09:35 AM