What’s in a model? In actual property, a model is basically how somebody feels about you or your product primarily based on their emotions, associations and experiences. Creating and leveraging a model is a vital approach to stand out, however many brokers make the error of creating it about them. And that may be a stone-cold killer for what you are promoting.
This can be an odd analogy, however I lately gave the eulogy at my late uncle’s funeral, and it acquired me occupied with the distinction between ho-hum advertising and marketing and advertising and marketing that breaks by way of the noise. An obituary offers the info 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 influence an individual had on others.
If you wish to create a memorable model, showcase the way you make individuals really feel and convey the influence you’ve gotten in your purchasers and neighborhood, listed below are three suggestions.
1. It’s Not About You
I hate to interrupt it to you, however it’s not all about you. Actually, the extra you make your advertising and marketing about others, the more practical it’s more likely to turn into. In any marketing campaign we develop on the CENTURY 21® model, we at all times have a look at it by way of 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.”
2. Personal It
Within the enterprise of actual property, we spend our days speaking in regards to 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 generally doubling down and discovering one thing distinctive to totally personal can create extra influence than a large internet.
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 significantly 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’ll be able to 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 dwelling.
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 intensive audit of previous client campaigns to know the frequent thread that weaved by way of the entire 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 superstar cameos, jingles, humor — all of it made you’re feeling one thing. Advertising and marketing is admittedly simply telling a narrative compelling sufficient to maneuver somebody to take motion. Interesting to the emotional facet of the mind (the facet that truly influences last decision-making) moderately than the rational facet, modifications the dialog.
Agent tip: your advertising and marketing by way of the lens of “what does this make my audience feel?” is an effective intestine examine for what will likely be efficient. CENTURY 21 Curran & Oberski dealer/proprietor Adam Oberski focuses his social media content material on highlighting what it feels wish to work on the firm by showcasing their tradition of shared success. He additionally conjures up his brokers to go above and past by displaying simply how a lot coronary heart he places into the whole lot. Not too long ago, he led a bunch 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 houses offered and transactions closed. Attempt to make it a “knock ’em dead” story that strikes individuals by unlocking the moments that illustrate the influence you’ve gotten on the lives of your purchasers, the connection you need to your neighborhood, and the best way your experience makes a distinction. First time a marketer has began a gap about demise? Morbid, perhaps. But it surely acquired your consideration, although, didn’t it?
*knowledge present as of 06/30/2024
