Savvy Brand Marketing: How Potent is Your Message?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

Do you keep repeating the same marketing message without satisfactory results? Perhaps it is time to create a better message that distills your value proposition to its essence. 

The key is to condense your marketing message so that it is both instantly appealing and memorable.  When crafting a brand strategy for any niche of a real estate marketing professional or company our job to distill our client’s extraordinary promise of value into a very brief message. 

The discipline is very much like writing haiku, the Japanese poems of just seventeen syllables, in three lines of five, seven and five traditionally evoking images of the natural world.

Trust us when we say that trying to come up with this potent, concentrated message on your own is not easy. Often people opt out for copying slogans of other agents in different geographical markets.

But, when you nail it, it is like hearing a clear radio signal without any static. In just four words,  Fed Ex said what it stood for, "The World on Time!"

Distilling your brand message to its essence helps spark word-of-mouth advertising.  If the message truly resonates with your target market it can “go viral” and spread quickly like a quote from a famous person that you keep hearing even after the person is no longer alive.

Pictured above is Albert Einstein who said,

““The definition of insanity is doing something over and over again and expecting a different result”.”

So, if you find yourself repeating the same marketing strategies and not getting the results you deserve, it may be time to change your message.

 

Clarify your unique promise of value and then go into the operating room.  Or, give us a call. Happy to help.

 

Does Your Message Distill Your Value Proposition To Its Essence?

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WE SPECIALIZE IN
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LUXURY REAL ESTATE,
FINE WINES & PHILANTHROPIC EVENTS

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                         Ron & Alexandra Seigel, Managing Partners

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

 

Comments (40)

Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Lots of Champagne bubbles to make the target excited and light headed. That's one way to make it memorable.. without a hang over Ron and Alexandra Seigel . Good points to think abut the marketing... not just thrown something up and hope it sticks again and again.

Dec 14, 2021 07:55 AM
Hannah Williams

Andrew Mooers | 207.532.6573 Love those balloons 

Dec 14, 2021 07:27 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Andrew Mooers | 207.532.6573 Thank you for your words.  Many agents sadly do that and hope it will work.  Ocasionally some get lucky.  Wishing you a wonderful day.  A

Dec 14, 2021 08:03 AM
Jeffrey DiMuria 321.223.6253 Waves Realty
Waves Realty - Melbourne, FL
Florida Space Coast Homes

It is interesting. I have had little time this year to think about marketing. As I look forward (and see many work years behind, and only a few in front, I am struggling with how much to even do.

Dec 14, 2021 08:16 AM
Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA
Realtor

I agree, it is not easy to find a message that resonates enough with your potential clients that they pick up the phone. 

Dec 14, 2021 08:38 AM
Anna Banana Kruchten CRS, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

The first thing I thought of is Einsteins quote from your very first sentence of this post Ron and Alexandra!  It's never made any sense to me to keep doing something that clearly isn't working or getting the job accomplished (or whatever solved).  I remember hearing as a kid - it's like hitting your head over and over against  brick wall.  Now why would I do that. I used to think?  Stupid I guess LOL!  Yup.  And that's what people do in marketing and many other areas in life.

Happy Tuesday

Dec 14, 2021 09:46 AM
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hello Ron and Alexandra Seigel, some may disagree but updating our messages may be needed at times. To come up with one that will be unique, memorable, and speaks to our audience is not that easy(just sounds easy).



Dec 14, 2021 12:16 PM
MichelleCherie Carr Crowe .Just Call. 408-252-8900
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

It sounds so simple, yet choosing the right words is not easy.

Dec 14, 2021 12:49 PM
Hannah Williams
HomeStarr Realty - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-820-3376

Great post as always Ron and Alexandra Seigel love it with a clear message that is straight up 

I also love that picture of Einstein I do not believe I have ever  seen that one before 

Dec 14, 2021 07:28 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Loved this post and for a second I thought it was Ron in the illustration photo:)) just kidding nice photo of Albert... in his early years, Endre

Dec 14, 2021 11:34 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra:

Well, there is a pretty potent message in your post, and the FedEx message is a great example.

Jeff

Dec 20, 2021 08:07 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeff Dowler, CRS we used FEDEX regularly and they never let us down.  We loved their  7:AM delivery when documents had to be signed by all parties.  No Docusign. at the time. A

Dec 20, 2021 08:13 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Endre Barath, Jr. Thank you.  I really enjoy Einstein's wisdom and tongue in cheek humor.  A

Dec 20, 2021 08:15 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Hannah Williams Thank you for your comment, we appreciate it. A

Dec 20, 2021 08:15 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

MichelleCherie Carr Crowe Just Call...408-252-8900 definitely not easy, and it takes some doing to simplify in such a way that everyone can understand. A

Dec 20, 2021 08:16 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay we update the marketing every year for our client.  The message is consistent in tone, and it takes into consideration the current status.  Thank you for the feature in one of my favorite groups.

A

Dec 20, 2021 08:17 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten CRS, Phoenix Broker you are a wise woman, no doubt about that.  If something does not work, you cannot repeat over and over again...but many do,  A

Dec 20, 2021 08:19 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Raymond Denton it is not easy, but it is doable, or we would not be in business. A

Dec 20, 2021 08:20 PM
Raymond Denton

You mean Raymond Henson

Dec 21, 2021 09:13 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeffrey DiMuria 321.223.6253 Waves Realty my go to advice is to keep it simple, and as one my favorite artists, philosophers, etc said:  "Simplicity is the Ultimate Sophistication!"  A

PS.  That was said by Leonardo da Vinci.  A

Dec 20, 2021 08:22 PM
Paul S. Henderson, REALTOR®, CRS
Fathom Realty Washington LLC - Tacoma, WA
South Puget Sound Washington Agent/Broker!

I guess 2022 is my year to make some much need revamping of my message Alexandra 🙂

Dec 23, 2021 08:08 AM
Raymond Denton
Homesmart / Evergreen Realty - Laguna Beach, CA
Laguna Beach Realtor

Branding is easy if you're able to obtain the vanity URL that matches your farm.  Consumers search for the name of the neighborhood or city they're interested in and if your URL matches, you have a higher percentage of working with that Consumer.  For example, when Consumers interested in renting a property, either short or long, in Laguna Beach, they're more likely to click on LagunaBeachRentals.com compared to any of the other URL's they see.

Jan 15, 2022 03:45 PM