I just returned from a one-day, intense, marketing coaching day with my mastermind group and business coaches in Connecticut. It is always energizing and fun to be surrounded by entrepreneurs who are creating incredible results in their businesses as they employ myriad marketing strategies.
My fellow masterminders are consistently reaching their ideal clients, as well as are creating big ripple effects and lasting change in the world because they know how to communicate their unique brilliance to precisely the audience who needs and wants to hear their message.
Simply, when you are very clear on your strengths and what you have to offer, as well as precisely whom you want to attract, your ability to connect with your core audience increases exponentially.
There is an additional aspect to strong marketing that often escapes even the most seasoned entrepreneurs: consistent brand positioning. We are all familiar with strong brands, as they are etched into our psyche: Apple, Nike, Google, Amazon, etc. It is not only wide-reaching advertising campaigns and well-loved products and services that account for a company’s raving fans. It is also that these companies truly know who they are, what they stand for, and what they do better than anyone else. They know that genius lies at the edges, not the middle. They don’t chase everyone – they chase their chosen few (and by doing so, attract multitudes). And, importantly, they align their messaging with every aspect of their products, services, and customer experience.
So what does all of this have to do with real estate?
As a Seller, your property’s brand position is as important to your success in attracting the right Buyer as Nike’s tagline is to their company. How you define your property’s branding and messaging – consistently – can mean the difference between obtaining traction and heading to closing or languishing on the market.
Let’s say you are the owner of a remote, cozy cottage in the woods. Your home is the perfect retreat for someone seeking solitude, quiet, and the healing power of nature. Near hiking trails that afford wonderful vistas and peaceful streamside meditation nooks, the cottage is an outdoor enthusiast’s sanctuary.
Now, let’s go a bit deeper.
We’ve established the unique features of the property in broad strokes. What about the interior? Does the interior match the overall branding of the classic cottage in the woods? The interior should similarly be warm, inviting, calming, and conducive to relaxing. In other words, every aspect of the property should be in alignment. (This sounds elementary, but you would be surprised how many properties I see where there is dissonance among home style and interior feel, furnishings, fixtures, and design choices.)
Next, think about your ideal Buyer client. Picture them enjoying your property. How do they spend their time when they come to the mountains? Given your property’s distance from town, most likely your ideal Buyer will want to go to town only every now and then – perhaps for a shopping trip or to enjoy a wonderful meal. Otherwise, your Buyer will be found enjoying the cottage’s decks, porches, and comfortable chairs by the fireplace, or enjoying walks through the woods on the property or on trails nearby.
Now, we have a clear image of the Buyer we are a fit for, and therefore, want to reach out to. Marketing imagery, word choice, ad placement, as well as tone and tenor of all advertising should be in alignment with the image of that specific Buyer in mind. Again, we are speaking to a very defined group, not the masses. We do not want to be all things to all people, with generic marketing messages. We want to speak clearly and be heard by precisely the Buyers we seek.
As a Seller seeking traction in the marketplace, review your property’s current brand positioning. Begin with the property’s attributes, features, as well as exterior and interior design and feel. Are there any elements that are inconsistent or do not fit with the overall experience you want to portray?
Next, think back to what specifically attracted you to property when you made your purchase (often times, our ideal Buyer is a person who is very much like ourselves). What would you consider your property’s brand to be? Is that brand in alignment with the values and interests of your ideal Buyer? If you wrote a tagline for your property, what would that be?
Finally, partner with your real estate professional and communicate your ideas and thoughts on your property’s strengths. Be sure to point out subtle touches, design elements, and choices you made in making your home a sanctuary. Walk the property with your agent and help them discover the magic, as well as what makes your property especially appealing. Co-create a unique branding position for your property, communicate that position consistently, and prepare for your ideal Buyers to appear in droves.