Ok, as you can tell, I love real estate. People ask me why don’t I become an agent. Honestly, I don’t like dealing with clients lol. I like being a client and having a team hustle for me. Although, when your clients are buying multi-million dollar homes, I might reconsider:)
During the holiday break, I went on a Netflix binge. I watched in a matter of days, Selling Sunset (season 2), Selling Tampa and the Parisian Agency (season 2).
Other than real estate, they all have one thing in common. It’s all about Brand Marketing! These agents aren’t just selling luxury homes, they are selling a brand and ultimately an experience.
Now, don’t get me wrong, these shows are pretty formulaic. But so is marketing a brand. If it ain’t broke why fix it. And if you can exploit it to the max and cash in, why not! Here is what all three shows have in common in their most basic form when it comes to marketing a brand.
Selling Luxury aka the Product – Give me an experience
These shows are selling the upper echelon of real estate. A product that is only accessible to a view select few. And what goes with the product is delivering an exceptional experience. These agents don’t just know the property, they know the neighbourhood, the neighbours, the history…they are selling the story and placing their clients in that universe. They are co-creating with their clients and inviting them to collaborate on the journey to purchase.
Branding Beauty aka the People – Building relationships
If you are going to sell the part you have to look the part. Beautiful blondes in LA. Beautiful black women in Tampa. And beautiful French men in Paris, oooo la la… But more specifically, they are all building relationships with their clients. They understand their clients’ needs, wants and everything in between. They are acting as a confidant and coach throughout the process. It’s important to note that there is a blurring of the boundaries here that wasn’t before and brands will need to adapt to their new role in their clients’ lives.
Challenging Dynamics aka the Process – Keep expanding
Like all reality tv, if there isn’t drama it’s not true reality tv, lol. The real root of the drama comes from growth and change. Some like it the way it is, while others are moving in new directions. One thing all three have in common is that each agency is not resting on its laurels. They are expanding into new territories. They see the bigger picture and they are going after it. It shows that brands will need to constantly evolve and respond to the market. Always looking for new opportunities. Success is a moving target and if you established a true connection with your clients and audience they will follow you where ever you go.
The future of brand marketing will depend on how fast brands will adapt to the market and engage with their audience on a regular basis. It is no longer a one-way street. If you want consumers to connect with your brand you have to allow them to co-create with the brand. This is how you will cut through the noise and develop an authentic and impactful brand.
If you are ready to take your brand and marketing to the next level, give me a shout, I would be happy to help!