Don't Use a One-Size-Fits-All Approach to Marketing

By
Real Estate Agent with Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net TN License #315195

Don't Use a One-Size-Fits-All Approach to Marketing

I
t's hard to believe that we are three-quarters through 2012. Some great things are happening in the Franklin TN real estate market. Usually as we enter the fall months, things begin to slow down. That hasn't been the case this year. I suspect that if interest rates continue to remain low, we will have a good selling season for the remainder of 2012 and into 2013. Now is not the time to lose momentum.

short man tall manI want to make sure I don't waste an opportunity to reach my database or sphere of influence. As I sat down to contemplate what three marketing touches to use to end 2012, I realized that not all clients are created equal. Therefore, you have to come up with a variety of approaches that may reach each person in a way they are comfortable. In other words, don't use a one-size-fits-all approach to marketing.

Here's my plan of action:

  1. Newsletter - This approach is for the people in my database who don't like confrontation. They want to know what's going on in the local market but they don't want me calling or stopping by. They prefer email or snail mail. I am preparing a custom newsletter. It will include market reports for the last three months of activity in Franklin. It will also include the activity for their Franklin TN neighborhood. That means each newsletter will have to be customized to that particular client's neighborhood so they not only see what is going on in Franklin as a whole, but also what is going on in their own neighborhood. I have asked a lender, a home stager and home inspector to contribute articles for this newsletter. I will include information about upcoming Franklin TN events and local merchants.
  2. Pop-By - This approach is for those people who love surprises. They are relational and love to chat. The plan is to pop-by with an item of value. Christmas will be here before you know it and everyone loves to have a family photo taken for their Christmas cards. I have partnered with a local photographer who has agreed to provide me with discount coupons for a family photo. The coupon will include the words: Discount Provided as a Courtesy of Tammie White REALTOR® Benchmark Realty LLC.
  3. Customer Appreciation Party - This approach is for those clients who have contributed to a closing this year, either through buying, selling or referring a client to me. I am including the buyers and sellers who are currently under contract. Some of these buyers are out-of-state. This gives them an opportunity to meet other couples who are already living and working in Franklin TN. My preferred lender, home stager, home inspector, and professional photographer will also be in attendance. This is my way of thanking them for their business.  

woman thinkingWhen my database thinks of buying or selling a home, I want to be the go-to Franklin TN REALTOR®. I don't want them to consider any other person for the job. The way to do that is to remain top of mind.

Oftentimes, I don't think real estate agents use enough creativity when it comes to selling real estate. When agents go to a listing appointment or meet for a buyer consultation, they should continually be able to share how their approach is going to be different than any other agent they have met.

That's what I want to accomplish with these touches. The goal is for my database and sphere of influence to see I'm doing things that other real estate agents are not and that's the reason I should be their go-to Franklin TN real estate agent.

My theory...don't use a one-size-fits-all approach to marketing.

Posted by
************************************************************************************ 
 
Tammie White, REALTOR®
TW Realty Group
Benchmark Realty LLC
318 Seaboard Lane
Franklin TN 37067
(615) 495-0752 Direct
Email: Tammie@TWRealtyGroup.net
 
 
This posting with the content written here and photographs displayed are the intellectual property and opinions of Tammie White of Benchmark Realty LLC. Any party who uses this material without the permission of Tammie White is subject to copyright infringement and possible lawsuit.
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Show All Comments
Rainer
204,575
Nan Jester
Exit Real Estate Gallery Jacksonville Beach, FL - Jacksonville Beach, FL
Realtor, Exit Real Estate Gallery

The interesting thing about our business is that there is not a one-size-fits-all ANYTHING

Sep 18, 2012 08:39 AM #50
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1,202,499
Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Lottie - Thanks.

Michelle - I like sharing better news as well.

Gretchen - It's called our UVP (unique value proposition).

Nan - I agree but I see so many agents doing the same things over and over again. Why is that?

Sep 18, 2012 08:55 AM #51
Rainmaker
92,347
Fred Sweezer Sr.
Property Inspection Services - Long Beach, CA
Certified Home Inspector

Thanks for the post I am going to have to resize my scope, Thanks for the better view of marketing!

Sep 18, 2012 09:16 AM #52
Rainmaker
308,288
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Tammie,

 

Yes Marketing is a total diversified strategy.  You need to do the things that keep you top of mind when customers are ready to buy and you need to measure it for continued effectiveness.

Sep 18, 2012 10:20 AM #53
Ambassador
1,202,499
Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Fred - You may want to consider some other options based upon your business.

Grant - Measuring for continued success is a part of the equation that is often forgotten.

Sep 18, 2012 11:25 AM #54
Rainmaker
161,572
Karen Steed
Tallapoosa, Bremen, Waco, Buchanan, Temple, Carrollton - Tallapoosa, GA
Associate Broker Haralson Realty licensed in GA and AL

Hi Tammie - I can't believe the new year is almost here.  Now is the time to tell past clients how much you do appreciate them.  Thanks for your insight.

Sep 18, 2012 12:45 PM #55
Ambassador
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Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Karen - Agreed.

Sep 18, 2012 01:13 PM #56
Ambassador
734,692
Debb Janes
The Carl Group, LLC - Camas, WA
REALTOR®, EcoBroker Camas, Washington

So very true Tammie, each client has a different style and personality - being sensitive to these differences is key. I would do a  pop-in only if I knew a client very, very well...and I'm sure you do know when it's appropriate or not. ;)

Sep 18, 2012 01:34 PM #57
Rainer
195,703
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton

Dear Tammie,

You have really thought this through. I have not done pop-bys in a while, but did so again recently and we had a great visit. Sometimes, face to face is hard to beat.

Sep 18, 2012 04:53 PM #58
Rainmaker
169,007
Menlo Park Real Estate and Homes for Sale
Wende Schoof - Menlo Park, CA
WendeByTheBay.com - 650.504.0219 - SF Peninsula

Tammie, great minds think alike!  I have been working on a marketing plan similar to yours with postcard mailings instead of newsletters as well as door knocking  and a client appreciation party.  Here's to a great 4th quarter!

 

Sep 18, 2012 07:01 PM #59
Ambassador
1,202,499
Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Debb - I agree, it's not appropriate for all clients. So I only do that for those I know who will be receptive to it.

Dorte - I think face-to-face is better also.

Wende - Good luck to you.

Sep 18, 2012 07:42 PM #60
Rainer
71,505
Bas Panch
SCV Home Buyer - Valencia, CA

Hi Tammie,

Excellent post! You made some really good points. As they say, different strokes for different folks. The best way to reach the most people is to use a varied approach to marketing. Keep up the good work as a top Franklin TN short sale agent!

Sep 20, 2012 07:12 PM #61
Rainmaker
177,858
MaryBeth Mills Muldowney
TradeWinds Realty Group LLC - Norwell, MA
Massachusetts Broker Owner

Great reminder of just how unique our Clients and properties are...and not to forget about our own unique qualities!

Sep 21, 2012 12:06 PM #62
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Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Bas - That's a good saying.

MaryBeth - True.

Sep 21, 2012 12:36 PM #63
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Nestor & Katerina Gasset
International Properties and Investments LLC - Wellington, FL
Realtors, Wellington Florida Homes For Sale

Just what I needed,Tammie.Great feature! Thanks for the help here.What more can I say,You're definitely the best and top notch Franklin TN Short Sale Agent. 

Sep 23, 2012 08:57 AM #64
Ambassador
1,202,499
Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Katerina - I learned it from the best.

Sep 27, 2012 10:33 PM #65
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Loreena Yeo
3:16 team REALTY ~ Locally-owned Frisco TX Real Estate Co. - Frisco, TX
Realtor® | Frisco TX Community Ambassador

Awesome top of mind awareness ideas, Tammie!

Sep 30, 2012 08:17 PM #66
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Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Loreena - Thanks.

Oct 01, 2012 10:16 AM #67
Rainmaker
193,651
Christina Hood
Inland Empire Luxury @ KW | 01820455 - Redlands, CA
Luxury Homes Marketing

Tammie, awesome post!  What a great reminder as we begin working this new year :)

Jan 22, 2013 08:30 PM #68
Ambassador
1,202,499
Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
Franklin TN, South of Nashville

Christina - Have a great 2013!

Jan 22, 2013 09:05 PM #69
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