2023 Marketing Strategy
Preface
Know The Demographics Of Your Area
I want to preface this post by re-emphasizing my belief that all real estate is local. When I lived in California, I owned nothing but tract homes. The neighborhoods had lots of children and schools were close by. There were a lot of starter homes mixed in with mid-level homes and an occasional luxury home. The demographic of the communities I lived in was different from the communities I serve in Sedona and the surrounding area. Many people were younger and just starting out in life with young families. Most of these homeowners had mortgages and many had two-income households. You will market differently in these areas than in Sedona.
What Is Important To Know About Sedona For Your Marketing?
Sedona's housing expenses are 90% higher than the national average and utility prices are 9% lower. Gas prices are 12% higher and grocery prices are 11% higher. (payscale.com)
Sedona's economy depends on our visitors. The tourism industry accounts for more than a billion dollars annually and ten thousand jobs. Visitors impact 77% of Sedona's sales tax collections and 54% of our Fire District funds. (visitsedona.com)
Sedona is a small town with 10,341 residents. However, because of our tourism, the population swells to around 19,000 a day. We get 3+ million visitors a year. Just about all eat out daily! (travelplus.com)
The average age of a Sedona resident is 60 years old. (US census bureau 2020) About 50% have at least a 4-year degree. There is a lot of quiet money in Sedona. For many, Sedona is a paradise for vacation and second homes. It is also home to many retirees and short-term rentals.
Knowing this information, helps me decide the best way to market to buyers and sellers.
The Push and Pull of Internet Marketing vs. Offline Marketing
Generally, both my buyers and sellers do not live primarily in Sedona. So I market in Sedona-based magazines and newspapers. While the buyers are dining out, they are picking up our magazines and passing the time checking out things to do and the real estate for sale.
As for listings, I primarily send out top-quality glossy heavy-stock postcards.
This QR Code takes you directly to SedonaLuxurySolutions.com webpage and
call to action. There are 7 slides that show everything I do for marketing.
The slide below is one example.
SedonaLuxurySolutions.com
The chart below shows what I focus on. My niche is two-fold. I target the Luxury market and for sellers who do not live in Sedona, I visit their homes at least once a week or more if necessary. It is part of my BESPOKE Concierge White Glove Service. None of this will change in 2023.
My husband was and still is my marketing partner as well as a real-estate media expert. In December, I eliminated a couple of marketing platforms that did not bring any clients in.
What I currently focus on...
The Coldwell Banker® Property Spotlight Marketing Plan
The support of Coldwell Banker Realty Listing Concierge Program in excellent and I usually get the Gold Package. It is a great marketing tool. It is a paid service and I don't charge my clients.
Suite Leadership Membership with Tourfactory.com
I have had this membership for many years. It is another tool in my marketing bag. Sellers want to know everything you are going to do to get their home or property sold. When I go to a listing presentation, I bring these materials with me. I usually get the listing the very next day. They see my enthusiam and what I want to do for them.
What Am I Adding In 2023?
1 - Open Houses
2 - Floor Time
3 - Automated Hand Written Cards Monthly
4 - More QR Codes
I already started! I did my first Open House since 2019. I have not had to do these. I usually hand these off to agents who are new.
1 - I wanted to see who was out there and who would show up. I got about 30 people, 18 different couples. This really helped me get a good feel for the demographic who is looking for homes. A lot of the marketing material was taken. There were a couple of negative-Nellies and a couple of neighbors and looky-lous. But I do believe that our Sedona market is strong right now. I also get a prospective buyer couple. I have already shown them a couple of houses.
2 - I am going to sign up for floor time. This is something I haven't done since 2020. I have been told that there are people coming through the door. I want this action also!
3. - I am checking out some companies that will send out custom cards on my behalf. They do everything. I will do hands on writing of the material and maybe use Ricks pics for cover shots on this note cards.
I have not called for a demo yet. It is on my "to-do" list.
You can check it out at Audience.co if this interests you. I write Thanksgiving cards out and it takes me almost a week to go through all my sphere. Then I have to take them to the post office.
4 - Use more QR codes. Our society got used to using QR codes during the pandemic. Put a QR code in front of a cell phone and they will click on it!
This is my entry into the January Challenge hosted by Aura Alex and Anna Banana Kruchten Phoenix Broker.
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