Paul McEwan

Your brand should never lead who you want to be. It’s the other way around: Who you are should lead your brand and the marketing and advertising of it. Authenticity is key to this marketing system I am testing. Let’s call it Authenticity of your brand.

“A brand represents the consumers’ experience with an organization, product, or service. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture”. Wikipedia

Knowing your brand and completely understanding it is also key to knowing your niche that is congruent with who you are. In other words: get to know you.

I have a number of creative ideas I have not seen used in real estate marketing but are common in other sectors along with the well established and well researched. For any of it to work there needs to be response and followup plans in place that will lead to conversions (listings). The marketing system must be just that: A plan best implemented by what your brand stands for and executable by your staff.

Getting a listing isn’t where a Realtor makes money so the marketing plan must encompass the listing presentation. This is where the brand (which is what you’ve been saying and how you’ve been saying it)  is probably experienced by the customer for the first time and first hand. This is where that word ‘authenticity’ comes in. Marketing and advertising should never lead who you are. Who you are should lead the marketing and advertising. What is said to close the deal needs to be refined by the marketing and be a part of the plan.

Often your brand will be experienced by your customer the deepest AFTER you get the listing. Again, a system to service listings on a consistent basis that will leave your clients feeling they like they were extra special is going to be the key to complete success.

This is what I am testing.