The Inner Game of Marketing: Real Estate of the Mind!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

As a luxury or other real estate marketing professional, you must understand the “inner game” of marketing as well as you know the process of selling a home. 

If you want to gain or sustain market leadership in your area or your niche you must “own” real estate in the minds of your target market. 

We refer to the real estate of the mind as top-of-mind status.  The key question is:  Who comes to mind first?

Many point to the number of followers they have on social media, and all that is well in good.  People boast about their exposure on the latest and greatest media.  

However, the real question, or the bottom line is not an abundance of numbers. What matters is actual engagement with those who will call you or inquire about your market.  Numbers of transactions have more validity than hits on Google, leads of followers.  Transactions pay the bills.

Pictured above is a picture of oil and water. No doubt you are aware that the two do not mix.  In your mind who owns the category of multipurpose household oil that lubricates, cleans and prevents rust?  Did you come up with W-D 40 or 3-IN-ONE?  Can you think of another brand?

Most people cannot think of a 3rd or 4th brand in this product category.  It so happens that both household oil brands are owned by the same company. More importantly, they own the category! 

By, the way...did you know that W-D stands for "water displacement" which was what the inventor, Norm Larson, was aiming for with his formula to prevent rust. It took him 40 attempts to find the best way to prevent corrosion by repelling water. 

Welcome to the world of real estate of the mind!  In our time-pressed, over-communicated world we just cannot hold more than a few brand names in our mind in any category of product or service.  That is what makes the stakes so high in the bid for market leadership.

In the realm of listing and marketing real estate, achieving top-of mind status is far more valuable than owning the top position on a Google search result pages.   

Sure, it is great to also come up first on the search engines so you can get more buyer leads, especially when properties are slow to move.  (They are not at this point in time).

But, over time he or she who has the best listings and has the best reputation in town, or has a given niche, the one who stands out from the crowd, wins the lion’s share of the business!

We know an agent who is one of the top producers in all of the United States who has never optimized his website for the search engines.  He does not have a Facebook or any other social networking account. 

His phone rings off the hook. He barely keeps up with his email and the business he attracts.  He enjoys top-of-mind status in his marketplace because he has focused solely on building trusting relationships that yield continuous referrals. 

This seems to fly in the face of what is now considered conventional wisdom.  But, this real estate marketing professional has mastered the inner game of marketing.

He owns the most valuable real estate where “location, location, location” rules the day now and forevermore:  in the minds of his target market.

Do you have the top of mind position in your market? Do you own the real estate of the mind in your marketplace?  

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

 

Comments (50)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Aura Alex IN 2008, we were on every real estate social platform known to mankind.  There were international ones and niched ones.  Only one survived, and that is Active Rain.  Twitter, we passed one a few years later...A

Feb 02, 2022 12:49 PM
Aura Alex

Thank you, Ron and Alexandra Seigel. I was contemplating giving up Tweeter but wasn't sure what value it has provided. You just gave me the answer. I will follow your lead!

Feb 02, 2022 08:05 PM
Anna Banana Kruchten Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

Hi Ron and Alexandra Seigel excellent article which cuts to chase about the key ingredient in business. It's exactly how I built wonderful referrals and clients that keep coming back to us time after time.

 

focused solely on building trusting relationships that yield continuous referrals.

Feb 02, 2022 03:40 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten CRS, Phoenix Broker Perfectly said.  As you stated it perfectly, this is the pot of gold...Have a great evening.  A

Feb 02, 2022 04:40 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I think there’s always a little more nuanced Method to the madness than people think. All that quickfix stuff is kind of nonsense

Feb 02, 2022 09:54 PM
Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

WOW, this is a powerful statement  understanding that it: "is not an abundance of numbers. What matters is actual engagement with those who will call you.''

Feb 02, 2022 10:24 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Ron and Alexandra Seigel ,

Face to face contact is always the best way to engage! Your post gets to the heart of keeping top-of-mind . Understanding the "inner game" of marketing is crucial.

Feb 03, 2022 06:18 AM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

Ron and Alexandra Seigel - Excellent! Everything you have written is true! Business minded people need to remember that once you climb the ladder of success, there's no where else to go except come down --- OR get an extension ladder and keep going!

Feb 03, 2022 08:15 AM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

Great post.  Good information.

 

Feb 03, 2022 09:23 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Laura Cerrano I agree with you---band aids.  A

Feb 03, 2022 10:58 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Margaret Rome Baltimore 410-530-2400 I think that if someone is selling some gadget or some item to the public at large, getting lots of numbers increases your chances.  It is a small purchase, nowhere near the cost of a down payment.  We recently had lunch with a friend who was boasting about his numbers on YOUTUBE, FB, Twitter, and others.  He said to us that you have to have numbers if you are in marketing...he does, but getting new projects is a huge struggle for him...A

Feb 03, 2022 11:02 AM
Margaret Rome Baltimore 410-530-2400

Thanks for your marketing insights!. And I have also found that some agents who tout their great numbers are not getting new and repeat listings.


I love when my phone rings and because of one or more of the following: my name, sale sign, ad, blogging, or radio. Or I will hear my logo.


 

Feb 03, 2022 11:52 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dorie Dillard Austin TX Amen, you are one among many who are a success because you understand the value of relationships. A

Feb 03, 2022 11:03 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Patricia Feager, MBA, CRS, GRI,MRP I really like your extension ladder analogy.  Thank you.

Feb 03, 2022 11:04 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Ginger Harper nice to see you back on Active Rain.  Wishing you a wonderful 2022!  A

Feb 03, 2022 11:05 AM
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

Ron and Alexandra Seigel 
 Like "bread and butter" or "chips and salsa" - one wants to be the immediate reply. "If it is a real estate situation, let's call 'X'! "  
Love that photograph. To me, it is like a work of art, full of  depth and adventure. I remember the first time I saw it in a post of yours and it is just as exciting now. L.

Feb 03, 2022 07:26 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 so much for your kind words.  We appreciate them.  Wishing you a great weekend.  A

Feb 03, 2022 08:23 PM
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
Retired New Hampshire Home Stager

In the minds of your target market.

Brilliant.

Congrats on the well deserved feature.

Feb 04, 2022 06:56 AM
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
Carolina Life RealEstate & Relocation 919-602-8489

This is a great post! This year my goal is to be "Top of Mind" with my clients, in my community, and with my agent referral partners. 

Feb 04, 2022 07:53 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sharon Tara thank you so much for your kind words.  Wishing you a wonderful weekend. A

Feb 04, 2022 08:27 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carla Freund we wish you all the best and great success in this coming year. A

Feb 04, 2022 08:28 AM
Carla Freund

Thank you and same to you!

Feb 05, 2022 07:09 AM
Virtuance Real Estate Marketing
Virtuance - Denver, CO
Nationwide photography/3D tour provider

Great advice here! 

Feb 08, 2022 10:28 AM