Treat:(noun):
1. An event or item that is out of the ordinary and gives great pleasure.
2. Entertainment, food, drink, etc., given by way of compliment or as an expression of friendly regard.
For most of us, a treat for most of us is something a bit indulgent, unexpected and out of the ordinary. Around Halloween, real estate agents might put out little bowls of free candy corn at Open Houses. Some may light a pumpkin-scented candle or even serve a crisp cup of apple cider. That’s a nice little treat for folks that have been house hunting all day.
But let’s take that a step further. Let’s think about part of an overall brand. Branding combines your personality with your real estate services and your market into an overall brand. Branding sets you apart. Branding makes you special. Branding makes you memorable.
Let’s say that Sue Smith is a real estate agent who’s also a foodie. She combines her experience and expertise in real estate with her love of food and she turns it into her brand.
Whether it’s a door hanger, postcard or magnet, all of her real estate marketing materials has a foodie theme. Eventually, potential recognize her face and associate her with food. (As in, “Oh, I remember this woman Sue, I used her recipe for beef stew this month”.) When she chats to customers, she’s eager to share creative ways to use up all of those zucchini that she grew in her garden this summer.
Sue’s treat, as it were, is to serve up (sorry, we couldn’t resist that one) to serve up food-related ideas as part of her brand:
- Monthly real estate postcards with seasonal recipes. (October’s recipe featured quick, easy pumpkin bread.)
- Marketing materials that include neighborhood profiles of some of her favorite date night restaurants as well as kid-friendly eats and great Sunday brunch spots. She even includes nearby farmer’s markets and gourmet food stores.
- Edible treats such as mini scones from the local bakery and freshly brewed coffee served at her Open Houses
Headlines on her printed materials that follow the cooking/foodie theme. For example:
- Hungry to find your perfect home?
- Thirsty for a quiet little bungalow?
- Dreaming of a Chef’s kitchen for all of your holiday entertaining?
And so on.
Business Cards
A tagline on her real estate business cards could be something like:
Sue Smith: Cooking with Real Estate
Sue Smith: All The Ingredients To Get You Into The Home Of Your Dreams
Her brand is not just simply a catchphrase or an idea; it’s a way to create a niche and distinguish herself from other real estate agents. Will branding yourself in such a specific niche turn off potential customers who are not foodies? It’s true that some folks just don’t like to cook. Not every customer enjoys toiling around in the kitchen or thumbing through cookbooks.
Believe it or not, that’s a good thing. Because the people you want to attract are those who identify with you because they who already have something in common with you. Those kindred spirits will connect with you. And guess what? They’ll also refer you to their foodie friends and coworkers who also happen to be in the market for to buy or sell their house.