Viewing pictures of a home online. Looking at homes on a real estate company Facebook page. Seeing a piece of luxury real estate in person. The majority of buyers use the sense of sight as their first foray into a new property. So, it stands to reason that traditional real estate marketing and sales is focused on the sense of sight.
This year at The Key, speaker Marc Davison of 1000 Watt Consulting urged everyone to ‘look’ further when marketing and selling luxury homes. And to ‘look’ further when setting a luxury brand apart from the competition. “Brands appeal to the senses. So look for ways to appeal to all of the senses of your customer,” Marc said.
Some of Marc’s ideas sound crazy – a signature cocktail for a real estate company? But then you think about it for a second, and it is actually a great idea. I for one would rather be out there, pushing the status quo, than stuck in old real estate marketing and branding practices. Here are some of Marc’s thoughts on marketing real estate for the 5 senses:
Look – Create a distinctive font. 1000 Watt Consulting has their own original font.
Feel – Business cards are one of the few things that you give to clients. Make sure they feel good. Do not spare expense here.
Taste – Signature cocktail. Pay a bartender that you trust some extra tip money one night to create a signature drink. Serve them at all your events. *Also, pictured via The Key dinner night. Now that is what I call marketing to the sense of taste.*
Smell – Potpourri on the stove, bake a cake, light the fireplace. Connect a client to a scent at closing and they will think of you next time.
Hear – Take away the noise. Talk one-on-one with your clients.
Do whatever you have been doing to get sales done. You are a top real estate agent or broker for a reason – you know how to close sales. But, Marc says, market to the 5 senses and your customers will continue to come back EACH time they make a real estate transaction as a seller OR a buyer. That is called building a brand.
Photo Credit: Graphic Designer Jessica Block
For the full video of Marc Davison and the other speakers at The Key see our YouTube page. For more on the auction process click below.