Luxury Real Estate Marketing: In Praise of Snail Mail!
Photo by Jurgen Schoner
"Luxury is making an impression, without making a scene"-Yaffa Assouline.
A handwritten note to a prospective client expresses you care in a nanosecond. One of our clients welcomes his out of town buyers with a handwritten note placed in their hotel room along with a small box of chocolates from a local purveyor. Would you want to buy a home from anyone else? The initial conversation may have started by email, and he may have sent a text message alerting his client regarding a new listing.
In the not so distant past, people made beautiful boxes to keep love letters. A love letter is a treasure, a keepsake, a touchstone of a cherished moment! Would you profess you love in a text message or via email? Would the recipient file it in a folder on their hard drive under documents/love letters?
People purchased beautiful stationary to send thank you notes, and invitations to events. They sent birthday cards and anniversary cards. They bought special commemorative stamps to match the stationary and the event. Some still do. So, the US Post Office sells customized stamps. Another client sent invites to her opening party at her new office with her picture on the stamp. Would you want anyone else to market your home?
Balance high tech with low tech marketing. You will be surprised and delighted at the results.
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Comments (5)
Thanks Jon,
Ron Seigel, almost 16 years ago
I completely agree. It is so easy now to do one to many marketing or even automated one to one marketing. When you take the time to do personalized one to one marketing, you have differentiated yourself in a good way from 95% of your competition.
Jon Klaus, almost 16 years ago
Thanks guys. That means a lot to me.
Joshua Dorkin, almost 16 years ago
Josh, Thanks for your comments, and your leadership at BP. We notice all the small (really big) things you do. We appreciate you!
Ron Seigel, almost 16 years ago
Fantastic idea, guys. Most people don't want to take the time for hand-written notes, and doing so can definitely help you stand out from the crowd. It is always the small, simple touches that stand out, at least for me. BTW - You guys continue your amazing job at branding yourselves as the luxury real estate go-to source here on BP. I just referred someone to your blog who is looking to break into high-end homes in their area. Keep up the awesome work! Josh
Joshua Dorkin, almost 16 years ago