Admin

The Yin and Yang of Marketing Strategy in Sedona

By
Real Estate Agent with Coldwell Banker Realty NRDS # 146013739

2023 Marketing Strategy

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)

 

Aerial of Sedona and the Red Rocks

 

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)

 

Seven Canyons Golf Course

 

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

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. 

Social and Other Media

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. 

Luxury Intro

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!

 

World Class Service

 

This is my entry into the January Challenge hosted by Aura Alex and Anna Banana Kruchten Phoenix Broker.

 

Ed Silva, 203-206-0754
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

With as strong of a transient population as you have there, utilizing a print campaign that can pass time when waiting to eat is creative and must surely work to allow someone to keep you name handy.

Jan 31, 2023 12:57 PM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Gorgeous pictures. I have been to Sedona one time years ago and was mesmerized. 

Jan 31, 2023 02:32 PM
Shayne Stone
HomeSmart - Fulshear, TX
"Your Rock Solid Choice Realtor" RETIRED

Thank you, Sheri Sperry - MCNE®  for sharing your marketing plan and ideas, I to like the idea of using QR as I use them for my subdivision blog post and signed within those subdivisions, especially if and when I do an open house.

 

PS - I enjoy playing golf in Sedona beautiful golf course. We'll be back again like always every year in June and we stay at the Talking Stick!

Jan 31, 2023 07:01 PM
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Sheri and love reading your blog of what works for you.  I always like to learn from others here in the Rain.  This was a great blog for sure.  

Feb 01, 2023 08:53 AM
Roy Kelley
Retired - Gaithersburg, MD

Thank you very much, Sheri, for sharing your personal marketing strategy and your plans for continues success.

Feb 01, 2023 10:47 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Dorie Dillard Austin TX - Thank you.  We are fortunate to work for CBR. Listing Concierge is such a great tool.  You get it.  It certainly makes our job much easier.  

Thank you for pointing out the feature!  I actually didn't know!

Feb 01, 2023 06:21 PM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ed Silva -  It is funny.  The younger folks are on their cells and their parents are picking up marketing material.  

Feb 01, 2023 06:23 PM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Thanks, Will Hamm - I am glad it gave you some ideas. 

Feb 01, 2023 06:24 PM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Dr. Paula McDonald - I remember my first time.  I can still picture it.  We came in at night so we didn't see it.  When we woke up, we couldn't believe it.  This was back before we knew anything about the Red Rocks.  It took our breath away. 

Feb 01, 2023 06:28 PM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Thank you Roy for your interest.  I appreciate it. 

Feb 01, 2023 06:29 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Hi Sheri:

Thanks for sharing your personal marketing strategy - I love the diversity of what you are doing and clearly it works. Such good learning in your post.

I was glad to see you have eliminated doing things that don't work...why waste the time and the money!? This is something we always need to monitor.

Jeff

Feb 01, 2023 07:38 PM
Steve Penner
Royal LePage Dynamic RE / Pro Ledger Bookkeeping Software - Winnipeg, MB
REALTOR® / Pro Ledger Online (owner)

Sedona is amazing... been going there about once or twice a year for past few years. Great breakdown of your marketing and that you have a good handle on what works in "your" market.. 

...as was said: “If you don’t know where you are going, you’ll end up someplace else” [Yogi Berra]

 

 

Feb 02, 2023 08:06 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Jeff Dowler, CRS - I make sure I pay all the bills so that I see what is going out.  When I am doing my taxes, it hits me in the face (so to speak)!  If there is no ROI, I stop doing it.  

I am not jaded.  I will try new marketing approaches and give it at least 6 months to see if there is any return.  

Feb 02, 2023 08:30 AM
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Steve Penner,

Yogi Berra always knew exactly the right phrase to use!

Feb 02, 2023 08:32 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Sheri- I absolutely love your post. You are very targeted in where you are going to place your efforts. (know your audience)  This is what many agents lack...focus. And i applaud you for doing the basics as the market makes its shifts. Doing Open Houses and Floor Time...you're already ahead of the game. 

Feb 02, 2023 01:52 PM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

Like, Kathy Streib, I LOVE your post, Sheri! It's exactly how I operate and to your comment about doing office time, we are in an office complex and do, on occasion, get walk-ins. The agents in my office who do office time, LOVE the referrals that they get.

 

The best part of doing office time for them (and me) is that while they are there, they can spend 90% of their time, making their calls to their sphere and the 10% of the time they spend working new buyers, it's EASY new business for them/me. 

Most agents don't do this - they think they're too good for it. You're so smart to recognize the benefits and I love that you're building your business by practicing the basics in real estate. The best in the business operate just as you do!

Thank you so very much for your participation in January's challenge, Sheri!

Feb 04, 2023 08:46 PM
Lara Williams
Loong Realty - Safford, AZ

Hi, friends! I'm working on developing a demographic survey for my company to better understand our customers and improve our marketing efforts. Can anyone suggest some top-performing demographic survey questions that will help me collect useful information about my target audience? I'd appreciate any tips or examples. Thanks!

Mar 31, 2023 01:16 AM
Nick Bradley
Zilllow Estate - Duncan, AZ

Hey! When creating a demographic survey, you'll want to include questions that cover various aspects of your audience's identity, such as age, gender, income, education, and location. By doing so, you can gather valuable data that can inform your marketing strategies. To ensure the survey is easy to complete, consider using multiple-choice or scale-based questions.

Mar 31, 2023 01:21 AM
Lara Williams
Loong Realty - Safford, AZ

Thank you for your suggestions! I understand that I need to include questions about different aspects of my audience's identity, but can you give me some specific examples of effective questions or resources where I can find them? Also, are there any examples of successful demographic surveys I can look at for inspiration?

Mar 31, 2023 01:23 AM
Nick Bradley
Zilllow Estate - Duncan, AZ

Sure thing! Here are a few examples of effective demographic survey questions:
What is your age range?
What is your gender?
What is your highest level of education?
What is your current employment status?
What is your annual household income?
For more examples and tips, you can visit this resource: https://claspo.io/blog/the-10-best-demographic-survey-questions-for-quality-surveys/. As for successful demographic surveys, you can check out the following. Pew Research Center's American Trends Panel and United States Census Bureau's American Community Survey.These surveys are known for their well-structured questions and broad coverage of demographic topics. By analyzing their questions and format, you can gain inspiration for your own demographic survey. Good luck!

Mar 31, 2023 01:23 AM