Luxury Real Estate Marketing Tips: The Value of Unexpected Appreciation

Many successful luxury real estate marketing professionals have a core referral base. It is important to acknowledge these individuals often and thank them for their patronage and support.

Here is a case in point:

Yesterday, at our front door, we found two packages, addressed to each one of us, from Fed Ex. We were delighted to each receive a books specifically selected for each of us. The books were a gift from the service professional that we work with. The accompanying note, written on beautiful linen stationary read:

“I am pleased to share with you one of (the company’s) favorite traditions, the Summer Reading List. This year’s selection represents some of the most compelling titles of the past year ranging from art, learning to lead, finding success and latest trends, as well as stories of giving back, rising to the top and survival. The books were chosen from hundreds of submissions from our colleagues around the world, and as I looked through the list, I thought you (Alexandra) would enjoy Lean In, by Sheryl Sandberg”. Ron’s note read, “ I thought you would enjoy The Soundtrack of My Life, by Clive Davis”.

It was an unexpected appreciation for the value we bring to this person and his company. We did not need a gift to continue to treasure this relationship, however, this gesture was a reflection of the value we bring to each other’s lives. We loved the fact that he took the time to make an individualized selection. Receiving a hard cover book in the day of e-books made it a stand out.

What can you do that is an unexpected appreciation those who comprise your core referral base?

Written by Ron & Alexandra Seigel-

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