Luxury Real Estate Marketing: Syndicate YOU!—Part 1

Become a One-Woman or One Man Brand

There is no getting around it! To gain the competitive advantage in your marketplace, as a luxury real estate marketing professional, you need to embrace the evolving media of the internet.  To accomplish this you need to delve fully into and understand the concept of syndication both listing syndication and the syndication of YOU.

Those agents who focus on listing properties understand the advantages of syndicating their listings on as many web sites as possible.  That way they achieve maximum exposure for their listings by reaching consumers wherever they begin their property search.

Coldwell Banker, for one, promotes that their listings are now distributed to more than 350 web sites. A single listing can become a workhorse to generate leads.  Point 2 offers listing syndication to dozens of web sites. In both of these cases, once the luxury agent uploads a listing (something that an assistant can easily do) the rest is automatic.

But, what about syndicating YOU?  Personal syndication via blogs, videos, pod casts, articles, e-magazines and more enables you to reach even more potential clients and referral sources, providing you have something that is interesting to show and/or tell.  Being interesting, newsworthy and buzz-worthy is the key. But, you need to make it easy for others to find your publications in a sea of content.

To syndicate yourself via the internet, you need to become a one-woman or one-man brand.  You need to become synonymous with a specific niche or category in which consumers are interested. And, you do not necessarily need to publish content about real estate as long as it is clear that real estate is your “day job”.  It is perfectly OK to follow your “other passion” and become famous for something apart from real estate. 

An example of a one-woman brand in the culinary arena is Clotilde Dusoulier. Her name may not sound familiar, but her blog, Chocolate & Zucchini, has become quite well known. The brand name itself is memorable and buzz-worthy (you just want to tell others about it). The logo and website/blogsite stands out visually and is easy to navigate.  Plus, the content is excellent.

Ms. Dusoulier explains, “It is a good metaphor for my cooking style: the zucchini illustrates my focus on healthy and natural eating: fresh produce, artisanal goods, and a preference for organic and local ingredients. And the chocolate represents my decidedly marked taste for anything sweet in general, and chocolate, glorious chocolate in particular.”  She began writing her blog in September 2003, in both English and French.  Since then she has written best selling cookbooks and received national and international awards.  Her recipes and commentaries on food appear on several web sites. 

So, luxury real estate marketing professionals, we encourage you to take some risks. Discover and explore your passions beyond real estate. Dive into the new world of syndicating YOU! Be sure to read Part 2 of this series for more details.

Check Out Personal Branding Case Studies and Company Branding Case Studies

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Chocolate photo by FIR0002, Zucchini photo by Jake 7401

The Antidote to The Social Media Dilemma

Photo courtesy of Swanepoel Social Media Report 2010

The Titanic shift from traditional media to social media has confounded businesses of every type. Luxury real estate marketing professionals are no exception. With the Do Not Call laws, telemarketing is no longer an option. People are tossing direct mail in the garbage more so now than ever, without even looking at it. The ability to record TV programs and “zip through” commercials while on mute has significantly reduced the effectiveness of advertising on broadcast TV.  Even banner ads are being ignored online. 

All of these major changes pose this important question: How do you effectively reach your targeting market? The answer: You do NOT reach your target market. You allow them to reach to you by being accessible and offering extraordinary value. 

The Social Media Dilemma:  A Plethora of Choices, plus a Scarcity of Time

In the not too distant past we had three basic choices in the US when viewing TV: CBS, NBC and ABC.  With the advent of cable TV, suddenly there were over 500 channels. Today Direct TV has about 130 HD (high definition) channels alone.  Now, with YouTube and the ability for just about anyone to produce and publish video there are literally millions of choices for viewers to watch.

While viewers have a plethora of choices for online entertainment, they ironically have a scarcity of time.  This means that in any given category of entertainment they only can retain a couple of names of websites or other media channels in their minds. The same holds true for any category of product or service. 

The Antidote: Become the Break-Away Brand

The plethora of choices coupled with the scarcity of time poses what we have coined as the primary marketing ultimatum: Stand Out or Bow Out!™ If you do not stand out, and occupy the top of mind location on a short very short list of brands in a specific category, you might as well settle for crumbs at best when it comes to market share. 

Here is an example of how this works.  What is the first adhesive cellophane tape that comes to your mind? Can you think of another brand in this category?  Do you have time to research more brands? 3M’s Scotch Tape is the “category killer” in cellophane tape category.  To become the category killer you must become the bread-away brand.

To stand out and become the break-away brand, as a luxury real estate marketing professional, you need to select an uncontested category or niche in your marketplace that you can dominate with passion by offering extraordinary value, better than anyone else. That is how you get your target market to reach to you and recommend you to their friends. Being remarkable in a specific category triggers word-of-mouth advertising or buzz which can be amplified through traditional media and also spread virally through social media.

Take the antidote to the social media dilemna or settle for crumbs. Stand Out or Bow Out!

Check Out Personal Branding Case Studies and Company Branding Case Studies

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Go for the Gold Part 3: How to Discover Your Unique Golden Voice

World's Largest Gold Bar,250KG Toi Museum, Japan Photo

The gold rush is on for luxury real estate marketing professionals. Be sure to read Part 1 of this series called, Go for the Gold! It is about leveraging the new media tools to tap uncontested market niches. And, also check out Part 2 where we cover the importance of being “follow-worthy” when blogging.

Here, in Part 3 we focus on how to discover your unique golden voice.  Your unique voice distinguishes you from your competition. It attracts followers when you report on the subject about which you are most passionate, i.e., your expertise. When you are consistently “in” your golden voice your unique brand of communicating resonates with your target market and you are more likely to convert your audience into clients or referral sources.

How do you find the unique voice? First, ask yourself these questions:

1. What could get you fired up about each and every morning that you could report on (for inspiration , go see the movie Julie & Julia) 
2. What aspect of your marketplace are you passionate about? 
3. What subject can to be you become known for as an expert that would generate strong interest from those within your marketplace?

It is time to stake your claim to an uncontested market niche and cash in on your passion. Discover your unique voice.   Become a master in the use of the new media tools that allow you to reach your target market easier and faster than ever before,  Sure they are daunting at first. Just get over it! Go for the gold!

Go for the Gold! Part 2: Becoming Follow Worthy

 Luxury real estate agents have been hearing, for a couple years, that they need to blog.  They have been promised that Google will magically send traffic to their sites if they just spew “content”.  Never mind that the content that they are writing about or the stories they are reporting are of any interest to a target market. Forget the idea of original content.  After mindlessly regurgitating other people’s information, most agents abandon their blogs within 60 days concluding that it was a waste of time and was of little value in terms of generating immediate leads, let alone transactions.

What an awesome tool the blog is for those who have discovered their unique “golden” voice, a voice that is “follow-worthy”!  Blogs offers anyone the opportunity to become a syndicated columnist because followers can subscribe to their “column”, keep up on the latest installments and also engage in discussion with the author and other followers. Plus, it is virtually free!  So, is the help you can get from your silent marketing partner, Google.  Google wants to help create a perfect match between you and your potential audience, your ideal potential clients because they sell more ads when users experience better search results.  

 Right now, there is an abundance of unexploited marketing niches right under your nose, where you can become the undisputed market leader.  But, you will not perceive these untapped “gold mines” if you do not know your own mind. You first need to discover your own golden voice.  

 Follow us on Part 3 of Go for the Gold!  We will cover specifics methods for discovering your unique golden voice.