It’s time again for our Marketing Awards Contest which is open to attendees of our annual Leaders In Luxury event. There’s still time to enter. The deadline is September 24th, so start preparing your entry now!
In the meantime, we thought you’d enjoy seeing a few highlights from last year’s award winners. Entries were substantive, so what follows is a quick overview.
The Best Marketing Campaign for a Property was awarded to Joyce Marsh of Illustrated Properties, Daytona Beach (FL). Joyce did an exceptional job of telling the story of the home and highlighting what made the home special and unique. In addition, her photography was excellent, the marketing materials reflected the quality of the home and her comprehensive written marketing plan included a nice mix of traditional media – including luxury home magazines – and digital media, all designed to target the very successful.
What really caught the attention of the judge; however, was the story aspect of Joyce’s marketing strategy. Rather than just saying the property was custom built with special features and amenities, Joyce wove a complete story about the home’s construction beginning with how the owners knocked on the door of a home they admired in another state to ask who had designed it, only to find the owner was the architect. She described their discovery, on a visit to an English manor house, of a hand painted mural which they duplicated in the home’s dining room with the help of talented English artisans.
Reading Joyce’s property description, you quickly get the idea that much research was done and no expense was spared in the design and finishing of this property and that the price was warranted. All in all, a nicely done property marketing campaign which resulted in a record-setting sale price.
Overall Excellence in Personal Marketing with Emphasis on Agent Branding went to Brad Hermes with Hermes Fine Properties, Keller Williams in Houston (TX). Brad’s entry quickly became a prize contender when the judge saw Brad’s elegant luxury business card. Printed with a letter press printer on heavy, heavy stock with “Hermes” embossed. Brad’s simple card radiates luxury. It looks like the fine card from a billionaire’s private banker. One look and you feel like this guy knows luxury.
Striking images from The “Life of Luxury” virtual tour on Brad’s homepage garnered extra points for him by setting the tone of his website.
Effective local networking with other luxury agents was another aspect of Brad’s entry. Not only does he send his attractive weekly flyer promoting his properties and reinforcing his luxury designations (CLHMS and Million Dollar Guild), to his consumer center of influence, he includes local luxury agents in the distribution. This helps keep his listings top-of-mind and boosts his showings. His sphere and other agents also receive virtual tours of his properties. Tours are also posted on facebook.
Brad reinforces his personal branding by sending “The High End” magazine to his center of Influence and past clients and customers. Personally branded for Brad, the glossy publication is a constant reminder of Brad and his services. Full page ads in private school directories and Hermes branded water bottles were other aspects of Brad’s marketing which appealed to the judge.
Best Agent Market Report was captured by George Harvey of The Harvey Team in Telluride (CO). Our judge reviewed George’s submission and concluded, “George’s annual market update reports are easy to read and understand. They are presented nicely, both in print and online. They are comprehensive and use a clean, simple format which allows for quick interpretation. But the thing that struck me the most was the warm, charming, and inviting tone.”
The language used is "cut-to-the-chase" straightforward, but simple and friendly too. Anyone can "run the numbers" but it takes true expertise to distill complicated market data down to simple insights and present them in a way that makes you feel like you are enjoying a fire-side chat with a friend. There are two very powerful words to describe this: Expertise and Authenticity.
The Outstanding Personal Achievement Award is granted for either personal or professional achievement. Last year’s winner was Ed Kaminsky with Shorewood Realtors in Manhattan Beach (CA). Ed’s professional accomplishments led to the award.
After ranking #2 in all his company’s award categories from 2003 to 2009, Ed finally broke through to #1 in the company in transactions, commissions earned, and sales volume as of 2010. Impressive; however, it was Ed’s focused marketing on three distinct market segments, using three different brands, that really caught the judge’s eye.
Under Ed’s “family of companies,” he has his regular real estate practice, branded as ITZ SOLD. He also does auction business through his Premiere Estate Auction Company and has created a network of agents specializing in sports stars through his SportStar Relocation venture. In short he works three niche markets successfully, all three of which tie to his luxury property focus.