'Real Estate Marketing': New Sales Strategy In This New Media Age : News : Realty Today

Posted by mlca (media@realtytoday.com) on Jul 22, 2015 07:30 AM EDT

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Real Estate Marketing Strategies always vary from one sales agent to another. However, there are some approaches that can be common to all.

Blog Zurple has shared recent approaches in real estate marketing. The article says that everyone is always selling. Time and Energy are always spent on trying to influence others either selling a product or agreeing with one’s ideas or reasoning.

But as for real estate professional, the person is always on the frontline concerning sales and marketing. Daniel H. Pink, an acclaimed best selling author who writes about social science and its impact on work and business, has written a book entitled “To Sell is Human.”  The book’s focal point is on the historical protocol for selling which is said to be dead because information is already accessible online. Thus, there is a shift in marketing strategy. “From the world of caveat emptor (buyer beware) and into a world of caveat venditor (seller beware) where honesty, fairness and transparency are the pillars of success,” Pink explained in his book.

Some old mantra in selling has been replaced too. One of these is “Always Be Closing,” which has now been changed to “Attunement, Buoyancy and Clarity,” the new ABCs in sales.

The principle of this sales pitch is not instantly convince clients to take on your idea and buy it for themselves. But the major goal is to “offer something so compelling that it starts a conversation,” and in the process make your client be the participant and in due course would bring them in a mutually beneficial result.

The bottom line is to replace “selling” with “serving.” It is making your real estate business personal and purposeful. “Selling is human after all,” says Daniel Pink.

In addition, Debbi DiMaggio of InMan says that “our signature marketing is one of the key elements and the value proposition we offer our clients.” For her, there are 5 ways to attract client. These are: professional rendering is ideal for specific types of marketing, property-specific websites are key, professional photography is imperative, print marketing should not be overlooked, and internet marketing is a must.

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"Real Estate Marketing": New Sales Strategy In This New Media Age : News : Realty Today

Marketers urged to be innovative

The call was made by the Dialogue Group Director, Tonderai Tsara yesterday at the first Marketing and Communication Dialogue Workshop that was held under the theme ‘key consumer trends from across the continent’.

Marketers from the private sector as well as parastatals such as the BITC, Local Enterprise Authority and Debswana, to mention a few, attended the workshop.

Tsara said they decided to put together the workshop because they needed to bring together marketers and public relations people to share ideas as well as open their eyes to possibilities out there.

“I have realised that local marketers are not innovating or evolving enough as our customers already are.

“Customers are looking for experiences, engagements and looking to have a conversation while we are using the wrong tools, when we should be engaging them and creating the experience building emotions to get their adrenaline going. 

“We are doing the traditional stuff which is not necessarily effective,” he said

According to Tsara, the difference between consumers and the digital space is no longer visible as people have access to portals.

He added that the

growth-marketing environment in Botswana is stagnant while other industries are growing.

“Marketers need (to) find ways to transform into the digital era, understand their brands well and find ways to roll it out.

“They need to know the developments that are out there, the impact and the implications that they have in these brands and sharing the best work,” said Tsara.

Chief Executive Officer of brand building company, VWV, Terry Behan said marketers need to understand that brands are supposed to build an emotional relationship with their consumers, adding that brands are quite keen to decomoditise what they sell.

“There is a new emerging trend in the marketing arena referred to as consumer jacking where you engage a small number of people, record and share with the social media to reach a large audience,” he said.

Behan said this strategy is relevant as the social media is spreading very fast thus exposing products to the whole world.

He also urged the marketers to understand to ignore the brand surveys because they all wrong and have very limited metrics.

Marketers urged to be innovative

Ben Meyer, Email Marketing Specialist & Campaign Coordinator, cleverbridge - Shares Insights ...

Our profile feature takes a look at some of the global professionals working across performance marketing, shedding light on the varying roles and companies across the flourishing industry. This week we head to Chicago, to meet Ben Meyer.

Name: 

Ben Meyer. 

Job title and company:

Email marketing specialist and campaign coordinator, cleverbridge. 

In one sentence, how would you describe what the company does? 

Cleverbridge is a proven leader in e-commerce technology, services and expertise for global software and cloud companies that serve consumers and businesses. For more than 300 clients – including Avira, Corel, Dell, Malwarebytes and Parallels – cleverbridge is a true extension of their teams, understanding each client’s billing models, markets, channels and specific e-commerce requirements. 

What are the company’s unique selling points?

Cleverbridge was founded by experts with decades of experience in the e-commerce industry. Our laser focus on software and cloud companies has resulted in unmatched expertise that addresses the unique needs of this complex market.

The cloud-based cleverbridge platform offers exceptional flexibility and robust capability to increase online sales while streamlining clients’ internal processes.

As companies continue to realise the vast opportunities and challenges of serving a global customer base, cleverbridge’s extensive localisation capabilities are extremely valuable to account for differences in distinct markets and correctly adapt clients’ sales efforts to local needs.

Within the last six months/year, what stands out as the company’s major milestones?

• In 2014, we transacted more than USD $536 million through our platform with over one million transactions per month.


• Expanded worldwide to more than 280 employees among our Cologne (Germany), Chicago, San Francisco and Tokyo locations.


• IDC named cleverbridge a ‘leader’ in the digital commerce applications market, based on product functionality, future road map strategy, innovation and pace of productivity in research and development, growth strategy execution, and customer service.


• Announced a strategic partnership with global cross-channel digital marketing provider ExactTarget. The seamless integration between the ExactTarget email marketing solution and the cleverbridge e-commerce platform enables clients to more effectively create, deploy and track promotional and transactional emails based on customer data.


• With software companies continuing to tap into the benefits of cloud-based delivery models and recurring revenue streams with subscriptions, more are turning to our advanced CLM and subscription capabilities to manage the new complexities.

Duration in current role:

I have been with cleverbridge for almost four years, now with a focus on email marketing.

Where are you based?

The beautiful city of Chicago.

Previous performance marketing-related companies you have worked at:

I am lucky to say that I have been with cleverbridge since the start my career. 

What are your main job responsibilities?

I oversee the email marketing services on behalf of cleverbridge clients. I focus mainly on the business development and strategy for a full-feature email program. This means creating marketing roadmaps that drive client revenue through the email marketing channel.

Take us through what you get up to on a typical working Monday:

A typical Monday starts off with viewing what the deliverability scores are for our clients. If there is a dip in the score, then we will work to correct the issue. Mondays mean reporting! Every Monday we start running reports from the previous week to see how our campaigns are performing. This is the type of stuff an online marketer comes to work for; to see how their campaigns are performing and what can I do to improve them. 

What top three websites can you be found browsing during your lunch hour?

Engaget.com, Adweek.com and hypem.com. 

What are your top three tips for someone looking to get their hands on a job like yours?

1. Work on your organisational and attention to detail skills – The work you are doing is customer facing and email marketing helps build a brand. You don’t want to send an email with a mistake and have that be associated to that brand.


2. Be passionate – There are many moving parts to a successful email program. You will have the opportunity to work on all big aspects of an email production. 


3. Set goals – Keep striving to accomplish goals. Understanding your personal and business goals will help you align yourself to become successful in your career.

Career-wise, where do you see yourself in three years’ time?

I see myself being in more of a director role that helps our clients grow in all online marketing channels. 

Tell us one thing people at work don’t know about you?

I am pretty fierce Mario Kart player!

Ben Meyer, Email Marketing Specialist & Campaign Coordinator, cleverbridge - Shares Insights ...