PROView - April 2008 - (Page 5) Expecting their third child, Peter and Cindy had just decided to move to a larger home. Like the vast majority of homebuyers, they went online to start their search. They used a popular search engine and came across a website with listings similar to what they were seeking. In the following days, armed with a list of available homes, Peter and Cindy went to a neighborhood they liked. As they drove around the area they noticed how one agent’s name, seemed to be visible everywhere. Several for sale signs bore the agent’s name and a local coffee shop even had the agent’s business card on the counter. As they stopped at a red light one day, they noticed the agent’s ad on the side of a local bus. Later that night they read a free real estate publication they had found at a local grocery store and discovered a column with homebuyer tips written by the same agent. By using a variety of promotional outlets as well as providing an article to a local paper, the agent had successfully built a presence in his specific marketplace. Who will Peter and Cindy most likely call when they are ready to speak with a REALTOR®? Now, the brief description of Peter and Cindy’s search for their new home is fictional. (However, the majority of people looking to buy a home base their decisions about whom to hire on the perception they have of what they can expect from working with an agent). The agent referenced above had successfully built brand recognition and credibility by employing wellcoordinated integrated marketing. A Unified Message and Positive Perception Throughout the home-finding cycle, from the first online search to closing, consumers come across a huge amount of home listings, websites, agents, and vendors eager to get their business. The essence of integrated marketing is to make sure that all marketing efforts work as a unified force rather than separate entities. Your brochure, website, listing presentation, business card should together communicate who you are, whom you serve, and what consum- ers can expect when working with you. All materials should also feature the same design and key message in order to increase the likelihood that all your efforts will build brand awareness through repetition. The more ways the public hears about you, the better your chances are for achieving brand recognition, credibility, and greater market share. Frank Malowany, St. Petersburg-based REALTOR® with Smith & Associates agrees. “Historical surveys show that brand repetition is essential in order to be successful and your brand should visible to your target audience every 20 days in order to successfully build a strong brand awareness and recognition”. Malowany serves a high-end audience and everywhere I see his advertisements I notice the use of his picture. When asked about using his photograph consistently, Malowany stated the importance of creating your brand image around your own persona. “As a REALTOR® you are your own brand,” he said. “You want to remain in the minds of your customers for the day when they may need your services, and the consistent use of your own picture will help build that memory.” He said that his brand design has evolved over time and that he has worked to establish a consistent look between his website and print ads. I’m a firm believer that believperception equals believ ing. Consumers will likely make a decision on whether they will want to work with you based on the perception they have of you. You offer the highest level of service - but is that clear to those you reach with your marketing? Put together all materials you provide existing and propro spective customers. Is your design appropriate given the clientele you serve? Faced with a deadline it is often easy to say “it’s OK,” but it needs to be more than just OK. For example, all marketing materials should include high-quality images. Too often I see brochures with low-resolution images, and it creates a negative opinion immediately. Deciding on Channels So how do you decide on where to spend your hard(Continued on page 18) The essence of integrated marketing is to make sure that all marketing efforts work as a unified force. PINELLAS REALTOR® ORGANIZATION April 2008 5
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