How Thinking Like a Post Can Boost Your Marketing Efforts

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When you specialize in selling luxury real estate, by default you should specialize in luxury lifestyle marketing. Yet agents don’t always see this as part of their portfolio, and as a result, many are missing out on a great opportunity to differentiate themselves.

I’ve been in this industry for three decades, and the brokerage I co-own is part of a larger network of 465 agents and 23 offices in the California Bay Area. As a result, I have met and mentored many real estate professionals. When they ask for tips to boost their marketing efforts, I try to encourage one thing: think like a publication.

What exactly does this mean? It means having a more holistic mindset. Rather than viewing your brochures, newsletters, website, social media, and other marketing materials as disparate channels for different prospects, approach them as a complete package. Beautifully presented packaging that reveals to buyers and sellers a consistent, authentic and values-driven brand. Thinking like a publication also means being rigorous in the quality, accuracy and accessibility of the documents you produce.

Rather than viewing your brochures, newsletters, website, social media, and other marketing materials as disparate channels for different prospects, approach them as a complete package.

Here are five considerations to keep in mind when designing your marketing mix and distribution strategy to be more like a top publication.

1. Know your audience

Your customer base should inform your communication style. For example, Silicon Valley and the mid-peninsula region attract investors, financiers, and businessmen from around the world. Our content is therefore intended for local, regional, national and international viewers.

Because my audience is also affluent and data-driven, I incorporate in-depth, data-rich analysis into my materials. I know this resonates with buyers and sellers who are very knowledgeable about market trends and aware of the value or worth of their properties.

Who is your audience? It’s a question that all publications – and all luxury agents – need to answer in order to reach the right people with the right information.

2. Establish your tone

It is easy, even intuitive, to change the tone of your communications depending on the medium and the channel. Perhaps it seems natural to appear friendly on Facebook, engage in an email, and polish a brochure. But I challenge agents to find an authentic voice that can serve them across all their different platforms and touchpoints.

That’s what the best publications do. Although they have many different authors, they consistently communicate in a recognizable way for their readers. It’s a powerful way for them to build their reputation, credibility and brand.

3. Create an aesthetic

The tone you set is not just verbal; it’s also visual. Just as posts have a signature look, presenting your marketing materials is another way to communicate the competence of your team and the quality of your service. Since you’re targeting a high-end clientele, make sure your documents are sleek and photos and videos are never low resolution.

Just as posts have a signature look, presenting your marketing materials is another way to communicate the competence of your team and the quality of your service.

Your visuals add value by amplifying the messages you send and the stories you tell. When you’re announcing your latest business successes or summarizing changing market trends, showcasing your company’s beautiful images not only lends credibility to your content, but makes it more consumable.

4. Change channel

Golden Gate Sotheby’s International Realty

Think of a post you admire. Even though it’s traditionally a print publication, it likely produces content for its website and social media in a variety of written and visual media, and all of that content feels cohesive. This is what luxury agents should aspire to.

Of course, you should always allocate more resources to channels that will reach your target audience. For my team, that means we frequently focus on direct mail: postcards, magazines, and city reports that contain in-depth data and analysis. But our monthly email newsletter, social media posts, web content and print ads are all important parts of our overall media mix.

Using multiple distribution channels that are all on brand has two main advantages. You ensure that information is received no matter how and where your audience receives it; and you can continually reinforce your message.

5. Tell the truth

The best publications have a robust fact-checking process. This is essential in real estate too. One of the main reasons buyers and sellers use agents is because they want to work with experts. and with your marketing efforts, you can position yourself as such. Whether it’s through astute home valuations, vendor recommendations, or one-time reports on micro- or macro-economic trends, continue to show that you know the community better than your competition. When it comes time for prospects to choose an agent, your name will be at the top of the list.


Michel Dreyfus

Michael Dreyfus has 30 years of repeated success in residential real estate. He currently ranks among the top sales agents in the Silicon Valley/Peninsula region and is a regular on the Wall Street Journal/Real Trends Top 250 US Agents list.

He is co-owner and top sales agent for Golden Gate Sotheby’s International Realty with 465 agents in 23 offices in the San Francisco Bay Area.

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