Today’s post isn’t going to be as much about real estate but more a reflection on a recent success I had. I have always been a huge fan of marketing techniques, especially when it comes to creating the right message for the right audience. I think this is the thing that attracted me to real estate the most a while ago…I have the opportunity to market and brand not only myself but also my clients homes. Each one is unique and I have complete freedom to do with them what I want. In the past, corporate always seemed to have the control. Yes, I still have lots to learn but what better way to learn than here in real estate.

One of my favorite parts of marketing is the branding aspect. This is a reason I chose Take Us Home…I found their unique marketing with the caricatures and “team concept” incredible. It really set them and me apart giving me an advantage as I got my career started. I also love branding clients homes…each home has unique selling points and a unique potential buyer. My job is to reach and attract that audience and point out why they should be interested in this home.

One of my duties while getting into real estate was deciding exactly how to brand myself and which way to go about my personal marketing. I knew I would have to overcome age when dealing with clients but if they would take the time to meet and get to know me they would be comfortable and happy working with me. However, I looked around and decided that I likely needed to attract a younger clientele who I can more easily connect with. Immediately, I figured condominiums is where my target should be. I am a condo owner myself and know the positives and negatives on condo dwelling. Also, many condo buyers are also first time home buyers like I was…nervous yet excited…relatively young and involved…exactly the type of person i wanted to work with.

So…I became the condo expert in much of my marketing. Now don’t get me wrong, I work and know how to sell in other areas but I know I can attract and connect the best with a condo buyer or seller. Therefore, I have done more condominium transactions than any other type of home.

After branding myself like this for over a year in the Woodinville Chamber of Commerce I still had not received direct business. I still felt the chamber was paying off because I had built a strong network of resources in my community and knew many of the local business owners…also, I knew it would take time.

The other day after a luncheon I was headed to my car and one sweet lady I met a few months ago stopped me while I was getting in. She mentioned that she was having dinner with a friend the other night who was thinking of purchasing a condo…she said that immediately she thought of me because I “work primarily in condos and no a lot about them.” So, she made sure to pass on my information so that I could work with this gentleman on his condominium purchase.

I kept thinking about this all day. I was very excited that I had created a “top of the mind awareness (TOMA)” in this lady’s mind. I believe I had only met her at one prior event but she remembered that I was a condo expert. It was a nice reinforcement that it actually pays to not try to be all things to all people. You must pick an area and focus on it…sure I’d love to get every listing in the marketplace but why not stick with a condominium listing for now…and area where I can really produce the results that my clients want to see. I could have introduced myself to this lady as just another Realtor but instead I branded myself more than that…which is why she remembered me.

Anyways, I just thought I would share this success story. It’s been several days now but it has really reminded and encouraged me to continue to push my “brand” to everyone I meet. I believe the more and longer people hear this message the more they will believe and trust it.

Anyways, it looks like it’s going to be a gorgeous week so I may be working from the park alot with my dog…be looking for some fun updates this week…possibly even my first video experimental blog as well!

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This entry was posted on Monday, June 23rd, 2008 at 4:50 pm and is filed under Misc.. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.