What’s in a model? In actual property, a model is actually how somebody feels about you or your product based mostly on their emotions, associations and experiences. Creating and leveraging a model is a vital solution to stand out, however many brokers make the error of creating it about them. And that may be a stone-cold killer for your corporation.
This can be an odd analogy, however I just lately gave the eulogy at my late uncle’s funeral, and it received me desirous about the distinction between ho-hum advertising and marketing and advertising and marketing that breaks by the noise. An obituary offers the details of an individual’s life – it’s a bit like a life resume. However a eulogy tells a life story; an excellent one infuses reminiscences and shares the affect an individual had on others.
If you wish to create a memorable model, showcase the way you make folks really feel and convey the affect you’ve gotten in your purchasers and neighborhood, listed here are three ideas.
1. It’s Not About You
I hate to interrupt it to you, nevertheless it’s not all about you. In truth, the extra you make your advertising and marketing about others, the simpler it’s more likely to change into. In any marketing campaign we develop on the CENTURY 21® model, we at all times have a look at it by the lens of “how can we make this something our network of over 132,000 agents* can take and add their own stamp to it.”
Agent tip: What resonates along with your purchasers and prospects? What do they want? What distinctive methods are you able to assist them? Jessica Beggins Houston with CENTURY 21 Beggins Enterprises in Tampa, Fla., embodies this concept. The content material she shares on social media is all about offering useful insights for her community. From customized neighborhood newsletters to tactical hurricane preparation recommendation forward of current pure disasters, all the pieces she does is thru the lens of engagement.
2. Personal It
Within the enterprise of actual property, we spend our days speaking concerning the energy of proudly owning a house. We should always take our personal recommendation. Don’t underestimate the ability of proudly owning one thing in advertising and marketing. Too usually, we attempt to be all of the issues in all of the locations, however typically doubling down and discovering one thing distinctive to totally personal can create extra affect than a large web.
Take into account the long-lasting gold jacket that brokers affiliated with the CENTURY 21 model strived to earn, which nonetheless stays a prevalent standing image notably with the CENTURY 21 international community. Heck, in an episode of “Friends” Chandler even mentions our “cool gold jackets” in a chat with Ross in Central Perk. If that’s not cultural relevance, I don’t know what’s.
Agent tip: What’s one thing you may lay possession to in your branding? Is it a slogan? Is it a relationship with an area group? Is it a uniform? Is it an promoting channel? Collin Bray with CENTURY 21 Cityside owns the Boston metropolis life and even makes use of a townhome in his advertising and marketing brand to drive that time residence.
3. Do you’re feeling me?
As we ready for the launch of the brand new advertising and marketing marketing campaign for the CENTURY 21 model within the coming weeks, we did an in depth audit of previous client campaigns to grasp the widespread thread that weaved by all the previous messages within the model’s 53-year historical past. One distinct ingredient stood out. It was a sense of optimism, a sense of pleasure. There have been movie star cameos, jingles, humor — all of it made you’re feeling one thing. Advertising and marketing is actually simply telling a narrative compelling sufficient to maneuver somebody to take motion. Interesting to the emotional aspect of the mind (the aspect that truly influences last decision-making) slightly than the rational aspect, modifications the dialog.
Agent tip: Taking a look at your advertising and marketing by the lens of “what does this make my audience feel?” is an efficient intestine test for what will likely be efficient. CENTURY 21 Curran & Oberski dealer/proprietor Adam Oberski focuses his social media content material on highlighting what it looks like to work on the firm by showcasing their tradition of shared success. He additionally conjures up his brokers to go above and past by exhibiting simply how a lot coronary heart he places into all the pieces. Not too long ago, he led a gaggle of CENTURY 21 community members to finish the Ironman Michigan 70.3.
Do I nonetheless have your consideration?
If I do, right here is my parting recommendation: Don’t let your advertising and marketing be an obituary, a resume of properties offered and transactions closed. Try to make it a “knock ’em dead” story that strikes folks by unlocking the moments that illustrate the affect you’ve gotten on the lives of your purchasers, the connection you must your neighborhood, and the best way your experience makes a distinction. First time a marketer has began a gap about loss of life? Morbid, perhaps. But it surely received your consideration, although, didn’t it?
*information present as of 06/30/2024
