May 2019 Florida Realtor pages 25 26

Transcript

1 INNOVATIVE MARKETING THAT’S NOT ABOUT RKET ING AL ESTATE subtly drives prospects to your website, business owners, further cementing his Can mojitos, gourmet providing value along the way. It might home-grown connections. food and community not even mention what you’re selling—at “People don’t really like talking about least not initially or overtly. And when it real estate unless they’re actually looking profiles help you get comes to convincing people to buy or sell to buy or sell a home,” Sasser explains. listings? Yes, if you’re their homes through you, sometimes it’s marketing passionate about them. that’s not about real estate at all. BY LISA A. BEACH We interviewed two other real estate professionals about how they’re reaching prospects in nontraditional hen Ines Hegedus-Garcia ways: started her blog, Miamism. com, she was looking for a KYLE SASSER fun way to reach prospective THE IDEA: KELLER WILLIAMS REALTY buyers and sellers without W A COMMUNITY ST. PETERSBURG making it all about her. Instead, she PODCAST AND APP made it all about why “Miami is the place When Kyle Sasser with to live, documented through videos, Keller Williams Realty in photos, blog posts and interviews with St. Petersburg launched local business owners and citizens,” she a podcast two years ago, says. She also made it all about Mojitos, a his end goal was to funnel rum-based cocktail, and began reviewing leads into his real estate the drink while out at different Miami business. But his weekly restaurants and bars. Her blog, and drink podcast doesn’t focus on reviews, became such a hit that she and buying and selling houses. Instead, the Podcast & Video Details her creative branding have been high- podcast—called “Great Things Tampa lighted in many different newspapers and Bay”—highlights “all the great eats, great You can find Sasser’s “Great Kyle Sasser: industry publications. places and great people in the greater Things Tampa Bay” podcast at greatthingstb. “The idea of our marketing, both online Tampa Bay area.” com. It’s also available on iTunes, Google Play, and off, is that it’s not about us but about Having lived in the area his entire life, IRadio, Spotify and other platforms. the lifestyle we can offer,” she says. Sasser wanted to establish himself as the Today’s sav v y consumers avoid much local expert. So, he entrenched himself You can find Markijohn’s Philip Markijohn: of traditional marketing because it in his community through his podcast. culinary posts and cooking videos on his interrupts them and tries to blatantly sell He regularly updates listeners on local Facebook business page at facebook.com/ them something. By contrast, nontradi- events, restaurants, places to go and fun gourmetrealtorgroup. They’re also available on Twitter, YouTube and Instagram. tional marketing like Hegedus-Garcia’s things to do. Plus, Sasser interviews local PHOTO BY BENJAMIN RUSNAK / LOCATION VISTA, MIAMI / 23 FLORIDA REALTOR May 2019

2 INNOVATIVE MARKETING “But ask people about workshop, Realtor Philip Markijohn set up his gourmet taco bar, ready to serve up the last best meal PHILIP MARKIJOHN they’ve had and they’ll tortillas—and real estate expertise—to FLORIDA HOMES REALTY & MORTGAGE, JACKSONVILLE attendees. Markijohn of Florida Homes open up.” All of this social ac- Realty and Mortgage in Jacksonville joined with several colleagues to sponsor tivity establishes trust the event held at Veterans United Craft and builds relation- ships. But none of it Brewery, a veteran-owned microbrewery. “I got two good leads from this,” says focuses on real estate. Markijohn. “One guy wants to downsize So how does he tie the two together? and sell his house. The other is going Sasser gives a soft through the pre-qualification process.” plug at the end of Markijohn, a trained chef who once episodes, closing with owned an Italian restaurant, has had his real estate license since 1987. But he a blurb like, “If you’d married his passions for cooking and like to find your own great place in Tampa real estate when he moved to Florida and Bay, I’m also a Realtor. began cooking for friends and family, who dubbed him The Gourmet Real Estate You can reach me at Agent. X, Y, and Z.” And at the Using similar branding, Markijohn bottom of each episode’s website page, Sasser puts this clickable call-to-action: slowly built a name for himself and caught Watch, Listen, the eye of a local TV producer. He invited “Kyle Sasser is a Tampa Bay Native as and Learn! Markijohn to cook at the local Home & well as a local Realtor. If you’re looking to Patio Show, which features cooking expos find your own great place in Tampa Bay, VIDEO: with local chefs. That first video turned I’d love to help!” TAKE 5 into a partnership, with the producer “The podcast serves as a lead genera- Ines Hegedus-Garcia: shooting more than a dozen videos of tion vehicle,” notes Sasser. “Real estate What I’ve Learned About marketing is a thousand subtle nudges to cooking demos and cooking tips. Marki- Branding and Content john posts them on social media, includ- build that relationship with prospects. Management HEGEDUS-GARCIA ing his Facebook business page called A podcast is just a different way of doing floridarealtors.org/ that.” He adds, “The leads generally come Philip Markijohn, Realtor, The Gourmet InesHegedusGarcia in the form of an email saying that they Group. TAKE 5 love the show and were thinking about He consistently taps into his culinary Brandon Rimes: Launch prowess as a nontraditional marketing moving/selling/buying. They heard I Your Own Radio Show was a Realtor and wanted to ask me X, Y, tool. He cooks stuffed shrimp at bro- floridarealtors.org/ and Z. I get on a phone call with them, ker open houses. He makes waffles at BrandonRimes schedule an appointment, and move them breakfast networking meetings. He gives RIMES culinary-themed closing gifts, such as a into my regular sales pipeline.” TAKE 5 Marketing Nancy Shear: high-end Chef ’s Knives or a home-cooked Sasser’s “Great Things Tampa Bay” 180º, Show Don’t Sell podcast (and newly released app of the gourmet dinner party at his clients’ new floridarealtors.org/ home. same name) ties nicely into his smart- NancyShear “My business has doubled in terms of ly branded Great Homes Tampa Bay SHEAR website. That is where Sasser focuses on leads and referrals since I started doing The Secret to Building real estate news, neighborhood profiles, this,” notes Markijohn. Your Brand and Closing virtual property tours and market trends. Like Sasser, Markijohn uses his passion More Sales ht tps://you to connect with people. “You get to meet The podcast helps generate a steady tu.be/pYpOJG6WGw8 people on a different level, not just about stream of leads, several of which have re- SERHANT real estate,” he says. His advice? Find sulted in closed sales already. In addition, PODCASTS the podcast helps establish Sasser as a something you’re passionate about and Real Estate Rock Stars With local expert, building trust and fostering share it with people. #754, How to Build Pat Hiban: Sasser agrees, saying sharing a passion relationships with listeners. an Authentic Brand gives you an excuse to talk to people “I give value first, then it’s paid back to about something other than your latest me in direct and indirect ways,” explains The GaryVee Audio Sasser, citing benefits such as networking listing. “I built the podcast to play to my Experience: Get Off Your *%$ strengths, namely tech and A/V produc- opportunities, invitations to speak at & Get Noticed with Chase tion,” Sasser says. “You could build lead conferences and increased visibility in Jarvis the community. generation around anything you’re good Agent Caffeine: #241, Content at.” # Targeting with Rebekah Radice THE IDEA: IT’S ALL ABOUT THE GOURMET FOOD Lisa Beach is an Orlando-based free- lance writer. At a recent Veterans Affairs home loan FLORIDA REALTOR May 2019 / 24

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