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Real Estate Marketing Tips

Why I Love Promotional Products...
"Because They Helped Me Generate $25 Million In Sales."
Article author: Michele Bell

Holly Rennie is a top-selling real estate agent in Avalon, a well-heeled beachfront community along the South Jersey coast. A 10-year member of the Million Dollar Sales Club for the NJ Association of Realtors, she recently became the first woman to receive the Platinum Award, which honors agents with sales exceeding $25 million in one year.

And while that's an impressive figure, consider this one: A whopping 75% of her business comes from the referrals of her steadfastly loyal clients.

How does she do it? Her secret weapon, Rennie says, is consistently using promotional products to keep her name and her services on the forefront of clients' and prospects' minds.

Q: How did you become familiar with promotional products?

A: Since my background is in marketing (I was the vice president of marketing for Revlon before moving to Avalon and getting into real estate), I found it very easy to implement unique marketing ideas here - especially since most of the other agents on the island weren't doing anything.

Q: Why do you use promotional products?

A: The idea to keep your face and name in front of everyone isn't a novel one - just one that needs to be done creatively and with consistency. The best way to do that is to give people things they can use and enjoy - thereby keeping your name in front of them!

Q: What are some promotional products and ideas that you've used?

A: Coozies to keep drinks cold during hot summer days, Frisbees for the beach, coolers to keep your lunch cold, water bottles, pocket size calendar/address books, pens and refrigerator magnet/ calendars - I always use them and my clients really look forward to them.

Q: Can you describe a promotion you did that really took off?

A: I did a targeted mailing to prospects and sent them an imprinted kite with the phrase "I'll help your dreams of owning a home at the beach take flight." Then I held a kite-flying contest on the beach and had prizes for everyone who showed up. Of course, my name and contact information were on everything!

The kites were a huge success, and I also gave them to clients' children as I saw them throughout the summer. You can always tell if the promo is a success by the number that are left behind in the rental house at the end of the season. I had NO kites left in my rental houses this past summer.

It's one thing to send a flyer in the mail telling people you sell houses; it's quite another to do something like this.

Q: You seem to love doing these kinds of promotions. Do you come up with the ideas on your own?

A: Absolutely not! I have someone I use who specializes in promotional marketing and I use her to help me flesh out ideas, find products for me, help me with follow-up - everything. While I think doing this kind of "me marketing" is crucial to my business, I don't have the time to do it all on my own.

Q: Do you have specific goals when you plan a promotion with your consultant?

A: I believe it has to be "about the client" first and benefit you second - that's how you win repeat business and loyal customers. People appreciate the gesture, no matter how small, and it gets your name out there. Plus, people see my name in front of them and think "SHORE!"

Q: Do you think your use of imprinted items in self-promotion campaigns has contributed to your success as a real estate agent?

A: Definitely. These types of promotions set me apart from my competition and help my creativity and personality stand out.

Q: You've obviously used promotional products effectively and to your advantage. Why do you think other real estate agents don't follow your lead?

A: I believe it's lack of time and creativity. Most agents believe the business will come on its own. There's one agent who takes a bottle of wine to the property his tenants check into each week. That's very nice, but what's left once it's gone? I like to put my name on something that's useful so it has a shelf life beyond the vacation and so my message keeps delivering.

It does take time, but if you do it right, the results are incredible.

Source: IMPRINT Magazine, Spring 2004 - Published by Advertising Specialty Institute.





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