June
2009
Selling home like marketing a brand0
Innovative Estate Marketing Campaigns
Lean more at my estate marketing site www.EstateDirector.net
Differentiating Factor #1: Listing a property vs. marketing a brand
Most real estate agents attempt to sell property using only traditional methods. Trial and error has taught me that to be successful marketing luxury estates something more is needed. Just like when a major corporation is hired on Madison Avenue to brand market a product (Apple’s resurgence “Think Different”, Everyready’s Energizer Bunny, etc.), it is about “branding”. Branding means connecting an emotion to a product. I attempt to do the same with your home. How? By creating a theme, a story, a hook and using imagery and other means.
Differentiating Factor #2: Marketing to Hollywood
Most agents place a home on the multiple listing service and pray. I have found that to be successful, you have to be very aggressive and pro-active. One of the markets I attack is the entertainment industry. I have complied a large database of producers, agents, actors, managers and others. When I take an estate listing, I market it directly to these people. While the vast majority may not be interested in buying a home Westlake Village, Lake Sherwood or Thousand Oaks, they may have a client, friend or associate that is. It is about networking your listing to the right people… and making something happen, getting some traction and finding that one special buyer.
Differentiating Factor #3: Pre-marketing on the Internet
After years of marketing research of buyer behavior on the Internet, I have learned that early in the buying cycle when buyers are at home or at work searching the Internet for areas and homes they are interested in, they skip over the “ego” sites of real estate agents. They want certain information without being bothered by agents. I market to those needs “under the radar” so to speak. It is not about me, it is about the buyer. I establish contact with them after they request information. The result is I am marketing your listing even before I have it. Below is an example:
Differentiating Factor #4: Internet Marketing
Once I take a luxury listing, we launch a campaign on the Internet using search engines and other means to market your home as a unique and individual opportunity for target buyers.
Differentiating Factor #5: Architectural Photography
I am also an experienced photographer of architecture. Much of the photography I do myself. This process involves High Dynamic Range imaging, blending multiple photographs into a single image using proprietary software and editing prior to the final fine tuning in Photoshop to make each image stunning, contribute to the story and enhance the emotional appeal of your home.
Differentiating Factor #6: Virtual Media.
I custom build flash based virtual media for my listings that I market across the net. Below is an recent example:
Differentiating Factor #7: Development Experience
I have built strip centers and other real estate projects. This diversified background gives me added negotiating firepower and allows me to provide you with sound advice particularly if problems arise in the inspection or contract stage.
I am a broker, not an agent, with RE/MAX in Westlake Village California. I have a great team, a full time transaction coordinator and buyer agents. When we meet and I also review with you the more traditional element of my marketing campaigns, what works and what doesn’t, but the above hopefully provides with some insight as to how I am unique in my approach compared to other brokers and agents. Thank you for visiting.
Scott