Elevation 7Shouldn't buying resort-town real estate be a good time?
A Keller Williams-associated luxury Realtor in Park City UT was having challenges with the brand name, "Carol & Nick Real Estate." As a conscientious, motivated pair of top-selling agents, they wanted something that speaks more to their status as a premiere team in top resort town. Enter: Elevation 7. Why? Forgetting that Carol & Nick sounds like a hair salon, all the best things in Park City happen at or above 7,000 feet elevation. The result of the rebranding? Buyers are engaged. The competition has taken notice. And new prospects are responding to irreverent messages like a POP sandwich-board saying, "Ever Impulse Buy a Ski Condo? (Step inside.)" Elevation 7. Because for you, it matters. |
Go through any real estate magazine or any local publication's real estate section. What do you see? Page after page of thumbnail photos of homes accompanied by a Realtor's headshot. No real reason to pick one Realtor over another...until now. E7 sells luxury Park City properties. What they chose to run as advertising was a game-changer. A print campaign that dares to tell the A-type prospect, we know who he is and what's important to him. Headlines like "Who needs a kitchen counter vast enough to prepare an entire Kobe steer? Better question: Who doesn't?" Or, "Q: Who needs a master bathroom big enough for an entire gospel choir? A: But have you tried it?"
COLLATERAL
A monthly newsletter that looks like a magazine? See also: no media costs, and an effective, exciting use of marketing dollars. As Nick said, "If you only ever did the newsletter for us, it would absolutely be worth it." As for direct mail, not all messages are created equal. Sometimes, direct mail goes to one, special individual In this case, a Fortune 500 business founder & CEO receives a ski in a FedEx tube, with a tag directing him to a website built just for him. His name was even in the URL. It was startling enough that the message received not only a personal response from this multi-billionaire, but a thank you for reaching out. (It's a first for us: a 100% response rate from direct mail.)
VIDEO
Why list your home with one agent over another? Good question. And the first video provides the answer. And dealing with Utah's top-rated Keller Williams partnership is jst the beginning of the answer.
Tired of static, canned home-tour videos that don't command your attention? The second video is an example of the distinctive video tours created for each E7 listing. Realtor narration edited from a casual conversation combined with beauty shots of the properties are informative, while sounding personable and genuine. More engaging than the typical virtual tour or static-feeling video, the viewer gets to meet both the property and the agent at the same time.
Tired of static, canned home-tour videos that don't command your attention? The second video is an example of the distinctive video tours created for each E7 listing. Realtor narration edited from a casual conversation combined with beauty shots of the properties are informative, while sounding personable and genuine. More engaging than the typical virtual tour or static-feeling video, the viewer gets to meet both the property and the agent at the same time.
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SOCIAL MEDIA
E7's core client is typically a woman using Facebook and Pintrest to hunt real estate for her husband. Those platforms offered a chance to focus on specific home features, and drive the prospect directly to a dedicated microsite for the listing.