Even back in the 50s, ad men were striving to find out what made their target audience tick. This struck me while watching Mad Men last night. Whether they were pitching Pond’s Cold Cream or Lucky Strikes, Don Draper and crew knew the value of targeted marketing.
Why has this concept never truly carried through to the world of real estate? With a wealth of demographic data at our fingertips, we have the ability to market a property for sale to those individuals most apt to be interested in it. Yet in our field, we don’t often see this occur. Agents might advertise an expensive home in a magazine read by affluent home buyers, but their targeted marketing ends there.
Why not build a customized campaign around each unique home? It’s exciting to build a profile of those likely to love the home we’re selling, and develop customized campaigns based on this data. As marketers, we have access to incredible insights about prospective buyers in a way that helps to sell homes faster. We just need to leverage these resources to our sellers’ advantage.
