Luxury real estate marketing isn’t just about selling homes it is all about building high trust relationships. Right up there at the top of the list of most important marketing skills is being interested, not interesting. It is the companion skill to being a good listener. Nothing is more flattering or shows you care better than receiving a fun note or gift about something of particular interest to a client.
Pay attention to what interests your clients. Make notes about their interests in their contact record in Outlook , Act or whichever contact database you use. Keep a file of unusual things you stumble upon on the internet. One good way to easily do this is at www.delicious.com.
When it comes time for gift giving, or sending a fun note just to stay in touch this is what you do. Match clients with items of special interest. This can be a wonderful conversational ice breaker for those you haven’t heard from in a while. Here is an example.
We have a friend who loves books, and has built book shelves all over his house. I recently saw this chair known as La Bibliochaise (bibliotheque=library , and chaise =chair) and sent him the picture, as it holds 119 books. The chair, with it French name, could hold up on its own as an art piece. It is the brainchild of Italian designers, Nobody and Company, who have a quirky outlook,. La Bibliochaise is water varnished in white, black, aubergine, also available in others colors upon request. The cushions are made of cotton and are washable. For more information go to www.lecclaireur.com . The chair is sold only in Paris and Tokyo.
One of their other designs is a Buddha mold. You can use it as a pudding mold. The company’s view for this Buddha mold is to ad “spirituality to taste.” Having ice cream shaped like a Buddha will certainly liven up any dessert table.
As a luxury real estate marketing professional, be interested, not interesting. And, watch your practice grow.
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