Tag Archives: marketing strategy

Interview with a Real Estate Agent

This is an interview with Real Estate Agent Barry Kramer of Westchester Choice Realty in Scarsdale, NY.  We’d love reader feedback on what questions we should be asking in future interviews so please leave a comment, either with follow up questions for this interview or questions you’d like us to ask future subjects.

CSM: What kind of business do you own?

Answer: Residential Real Estate, homes, condos, co-op sales and rentals.  We are an independent brokerage with about 10 agents.

CSM: Where is your business located?

Answer: Scarsdale, NY in Westchester County

CSM: Where do you do most of your sales?

Answer: Locally, Eastchester, Scarsdale, Tuckahoe, Bronxville, Hartsdale and White Plains.  Our most significant market is along the Harlem Train Line.  We specialize on Garth Road, Scarsdale, NY.

CSM: What is your target demographic (age, location, social-economic status)?

Answer: Since we sell a lot of co-op apartments we target first time buyers.  We also target seniors that own homes and may be considering downsizing.

CSM: What is your primary marketing strategy (is it traditional, like print/TV or does is it mainly digital)

Answer: We do a lot of Internet marketing, and less print than we used to.  We have our own website, and are also on most major Real Estate search engines like Trulia, Zillow and Realtor.com.  We also still do quite a bit of direct mail.

CSM: – if both, how does the approach to each differ?  How do the results differ?

Answer: With our Internet marketing we try to get new buyers, while our direct marketing is to secure listings in the area we specialize in.

CSM: What social media do you use (Facebook, twitter, etc., etc.)

Answer: We use Facebook, and have our own Facebook page.  We also started to use Twitter, but haven’t really used it very much.

CSM: How does marketing through social media impact your business (if it does not impact your business please explain why)?

Answer: Well, it seems like in Real Estate you’ve got to be in nearly everything.  Places like Facebook have begun to eliminate separate places on individual pages to list homes for sale.  They seem like they want mainly personal stuff, and if you’re a business they want you to have a business page. Consumers, and especially young buyers like the interaction through places like Facebook.

CSM: Please discuss the primary impact as well… is it sharing information, actual sales, building a fan base, etc.

Answer: Yes, all of the above.  Consumers want information and not just selling.  If you can provide information on your social media and other web tools you’ll be ahead of others.  Everyone wants to be liked.  I’m always weary about liking other Realtors.  They’ll just take that into a listing presentation and say look, even Barry Kramer likes me.  Building a base of clients is great, but you’ve got to stay in touch!

CSM: How is social media changing the sense of community around your business?

Answer: Yes it is.  Every Realtor has a Blog and communicates on Facebook etc.  You’ve got to be careful though not to exclude older buyers that might prefer an old fashioned phone call.  It’s a mix.  Real Estate has always been a people business, and media like Facebook is just one more way to communicate with buyers and sellers.

CSM: How would your marketing strategy be different if you didn’t have social media as a tool?

Answer: We never got rid of the other stuff. We’ve cut back on print media, and have not eliminated entirely. We still do direct mail. We’ve included social media into our strategy, but it’s not the only thing we do.

CSM: Is there any instance in today’s world where you would NOT recommend social media as part of a business strategy?

Answer: When we try to reach older buyers it’s not a really good strategy.  Also, homes need to be seen, felt and explored.  Sure we can do a virtual tour, but you just can’t smell fresh baked cookies in a beautiful kitchen on Facebook, at least not yet anyway.

CSM: What advice do you have to offer other people entering your industry as they contemplate where to put their efforts online?

Answer: Be online, but there’s more to real estate than social media, having a good website, and blogging.  Eventually you’ll have to meet a buyer or seller and through ups and downs negotiate a deal.  Social media may be a start, and may even be the way you keep in touch after the deal is over.  Studies have shown that buyers and sellers work with people they like.  Even if you’re the best social media expert if they don’t like you they won’t do business with you.  Embrace social media, but don’t forget the basics.

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Webinars: a great resource for small businesses and non-profits

Have you ever worked for a non-profit or a small business? If you have you know the work-load always outweighs the resources available. For several years I worked in the communications department of a non-profit.  While working there the communications department began making the switch to digital it was up to me to become educated on best practices.  How did I go about doing this?

Working for a non-profit or small business costs are always top of mind. I found that Webinars is one of the best resources out there.  Not only are many of webinars free, but they also allowed me to communicate with non-profits across the United States.  This was helpful since we were all in different places but we were all trying to figure out how to best raise funds through Facebook, tweet effectively, improve our newsletters, and create Webpages that encouraged supporters to take action.

Below are a list of sites that host webinars that are useful to any business, non-profits, and anyone looking to get involved or learn more about social media.  I personally prefer the interactive ones, because they have a better flow to them and you can communicate while it’s taking place. However, even the webinars that don’t allow for real time participation will ask everyone who is registered to submit questions prior to starting so that the speaker(s) can address the needs of whoever is attending the webinar.

For PR, Cision offers great webinars (and leaves them posted on the site if you’ve missed them).

Mediabistro is a favorite as well.  You do have to pay to watch most of them, but a few are free.  A lot of it is also geared towards journalists and copywriters but they have some great ones, like “Controlling Your Online Presence”.  They also get great speakers.

Hubspot is another good one.  Again great webinars on marketing for your business.  And again, some are free and some are not.

 

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Social Media Strategy for the Cinnamon Snail

Last week I spoke with Adam Sobel about how he uses social media for his small business.  Initially, I found the Cinnamon Snail through an article in my local paper, but since then I started following him on Facebook. It was cold day when we spoke, but he had a long-lineup of loyal customers who wanted to have some great vegan food served up right out of a food truck. How’d they find him? Through his Facebook and twitter updates.

There was a lot of ooohing and ahhing as some people ate right there on the spot. I waited to get home and have the *Special* lemongrass 5 spice seitan, with arugula, red curried cashews, wasabi mayonnaise, and Szechuan chili sauce on a grilled baguette. My husband couldn’t believe what we were eating wasn’t meat. Kudos to Adam! Delicious. Delicious. Delicious!

Watch how this entrepreneur merges culinary inventiveness with sound marketing practices. He is the one to watch because he’s only been in business since February this year and converted another new customer—Me!

If you didn’t see my earlier post check it out now.

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Interview with a Fashion Designer

This is an interview with an LA based clothing designer who is a friend of Ellie’s.  We’d love reader feedback on what questions we should be asking in future interviews so please leave a comment, either with follow up questions for this interview or questions you’d like us to ask future subjects.

CSM: What kind of business do you own?

Answer: A women’s contemporary, eco-friendly clothing line sold in small boutiques, and a secondary line sold in a contemporary mass-market retailer.

CSM: Where is your business located?  Where do you do most of your sales?

A: Los Angeles. My showroom is based out of Los Angeles, but I sell primarily to boutiques on the East coast.

CSM: What is your target demographic?

A: 25-40. City-dweller. College and above. Either in a creative field or views themselves as creative.

CSM: What is your primary marketing strategy?

A: Digital: but primarily through blogs and press writing about us, through finding out about us or our press releases.  We are of the strategy that we don’t pay for press, we are interesting enough to warrant press on our own.

CSM: What social media do you use (facebook, twitter, etsy, etc.)?

A: Our own website.

Our blog (one per line).
Facebook pages (one per line).
Online shops.

CSM: How does marketing through social media impact your business?

A: The main goal at this point is to build awareness to support the stores that carry our line, and to eventually drive sales to our online sales. My blog gets only about 400 readers a day, and I keep writing for personal interest as well as so that when I post something about my line: at least 400 people see it that day.

But…I don’t really know how much it does. My product is specific, fitted and sized it’s a lot harder for me to convert to a web sale. A friend has a t-shirt line and she sells tons anytime she posts a sale on twitter or fb: but it’s simply sized and boys buy it too.

CSM: How is social media changing the sense of community around your business?

A: That’s a good question: it amazes me that people I’ve never heard of “like” my line on facebook, so in some ways I’m more connected to people that are a part of my company’s community. But how many of those “likes” are as important as someone who bought a dress of mine three years ago, then again last year, then found my secondary line, bought two pieces, and then gave another piece as a gift and talks up my line whenever possible, and hates facebook?

CSM:  How would your marketing strategy be different if you didn’t have social media as a tool?

A: I view social media more as a display case for what our brand is doing than an outreach tool.  So, I wouldn’t be able to tell as many people what we are up to or I would need another outlet.  I think that the internet and social media is invaluable to young and independent designers, that having been said, it’s also a bit of a time suck. 🙂

CSM: Is there any instance in todays world where you would NOT recommend social media as part of a business strategy?

A: OMG.

The other day I heard on the radio a chapstick ad where they extolled you to “learn more about us on facebook” and my aunt’s company (a science/tech/but only to the industry company) had her do a facebook page and the other day Tide told me that like 40 of my friends were fans of Tide. First of all, unless you have a full marketing plan to roll out with your FB or twitter or whatever, or if you are a big mainstream company it’s pretty pointless. Secondly, anyone who “likes” a big mainstream brand unless it’s Obama, is a nerd and not a social innovator and their FB status aren’t even coming up on my home page and I don’t really care what they think anyway. Thirdly, if your company doesn’t interact with individual consumers: I would skip the social networking unless you are in tech.

CSM: What advice do you have to offer other people entering your industry as they contemplate where to put their efforts online?

A: One has to figure out what type of social media is best in relation to their line and in relation to them as the spokesperson for their line, if they are one.

Blogging makes sense for me because it fills in the holes of the inspiration and interest in my line—if you think my line/blog is cool—maybe you think my blog/line is cool. Facebook is to connect on a more direct level for people. I don’t do twitter because I don’t want my Self to be too closely aligned to my brand, my Self is worth more than my line. We can all smell the cheese when someone tweets or FB for their job or whatever—horrible. I also don’t value the idea of twitter: I think it’s a waste of time unless there is a crime on my street or an attack in Mumbai.

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