As consumer’s expectations continue to shift, it is crucial that real estate agents take the time to understand these changing needs. One of the ways that successful real estate agents are staying ahead of the curve today is by branding the lifestyles they are selling. Recently I read about how companies are staying ahead of the curve and remaining relevant to the lifestyle of their clients.
The need for active participation in the larger customer conversation through social media, innovative partnerships and collaborative marketing tools began emerging well before the recession.
As such, any service business must continually evaluate “what is the value-add being provided?” With a consumer base growing more sophisticated, that means a partnership devoid of ego and distanced from the personality-centric status quo that propelled some of the macro trends that drove traditional real estate marketing.
The same can be said of the new real estate client. For they have endured what RECON Intelligence Services Founder and President Jeremy Conaway calls “the perfect storm of consumer emergence,” encompassing a recession, undulating financial indices, a volatile housing market, the emergence of Generations X and Y, the effects of the subprime mortgage crisis and the disruptive technology of social media.
Reaching out to a customer base that wants innovation, customization and simplicity can be challenging. Especially when entering the world of iPhone apps, which number more than 200,000.
Addressing the consumer demands for integrity, authenticity and performance drive today’s truly iconic lifestyle brands. Nike, Apple and Mountain Dew evoke a connection with their audiences that rise above transactional exchanges. Today’s real estate agent must also look for that lifetime engagement that defines lifestyle branding.
Brand your neighborhood. People don’t buy homes, they buy communities. It is a mistake to emphasize the features of a home to the exclusion of the features of the community.
Lastly, understand the changing expectations of today’s consumer. Perhaps you may realize that change starts at the granular level before it morphs into a larger trend. Be an astute observer of mini-trends to stay ahead of the curve and remain relevant to the lifestyle of your clients.
And thank you for making me Your Orange County Real Estate Connection.
Michael Caruso, Broker ABR ABRM CRB CRS GREEN GRI
2007 President, Orange County Association of Realtors (949) 753-7900