People love to think that they are getting something that nobody else has. You can even refer it to as the exclusivity factor. An unexplainable emotion conjures up in the heads of people when they think they are one of the only ones to own a product, buy a particular home or use a particular service. In short, exclusivity makes the product, home or service more valuable. Exclusivity in real estate marketing can transform the way you do business.
Do you want to see the marketing concept of exclusivity in the works? Exclusivity is alive and well in all types of businesses. Just think about private sale websites where you can only become a member if someone who is already a member invites you to join. Exclusivity extends to various types of blogs as well. One such blog is a for professional men’s clothing. This particular blog began as what the blog owner refers to as a “GQ for lawyers.” The attorney members of the blog could access information on the latest fashion trends-with a slant specifically for attorneys. The blog even tells the attorneys where they can buy/find the featured item.
The fashion site for attorneys was so popular that the concept has expanded. Using the same concept, the blog owner now runs a fashion site exclusively for bankers and another site exclusively for financial advisors. Each site has the same requirements for growth-an existing member has to invite a new member to join.
Know Your Audience
The success of websites and blogs that are exclusive is further affirmation that you need to know your audience and focus on them and their needs and wants. And nobody knows better who would be interested in reading the blog than the readers who are already members and already know what the blog has to offer. In other words, once you nail down who your audience is, then leverage existing members to help you recruit new members.
Homebuyers and sellers are an audience that can have a desire to get something that nobody else has. They want to feel as if your real estate service is something that only they can experience. In essence, exclusivity can make the home you are trying to sell for your client or the real estate service you provide more valuable to your blog members. Exclusivity in real estate marketing can transform the way you do business.