The Brand Blog no.7: R – RELEVANT
Welcome to the seventh of ten, step-by-step guides on building your estate agency or lettings agency brand – although this applies equally to many other businesses as well.
We’re working our way through an acronym, MR BRUCE, as a guide to making communications work harder and increase your return on investment. Last week, we looked at ‘B’ – making your communications Believable.
This week is ‘R’ for ‘Relevant’. In the first step we looked at the importance of tightly defining your target audience, and this is a crucial step in making your communications relevant. For example, if you had three valuations in a row – one to a family, one to an investor, and one to a single man – you would understandably change your pitch slightly for each one to reflect their differing their characters, needs, desires and irritations.
Yet very rarely do communications pieces tailor their message according to specific segments, but rather try to peddle a one-size-fits-all message. Try to appeal to everyone in the same way, you’ll end up appealing to no one.
If, for example, families make up a big part of your audience, you might want to consider tailoring some of your communications specifically to them, and another set of communications specifically to the big companies to promote your corporate lettings specialism.
Each will like the empathy that you show to their world, and be more inclined to speak to you than the agent next door whose message didn’t quite resonate as sweetly.
Relevancy is strongly allied to what we’ll be looking at in blog 10 – emotional appeal. But next week, week 8, we look at ‘U’ for ‘unique’.
I hope you’ve found this useful. Do feel free to leave a comment – as long as it’s constructive!
Of course for a short blog I’m over-simplifying a complex process, but I’ll happily discuss further if you’d like to get in touch.
Charlie Snell, The Marketing Business
Comments
Good advice as ever Charlie, sometimes it takes an outsider to change an agent's habits.