Hyper-Personalization is emerging as an
important marketing trend in 2015. It may seem obvious but the level of
personalization has eroded with the advent of the Internet. Most
companies have become reliant on automatic personalization, rather than
the genuine article. We touched upon this trend in a previous post
stating that in marketing real estate, no one size fits all.
Studies done by the Aberdeen group;
which surveys individuals and groups as to their decisions and
experiences have shown that 75% of customers prefer when the message is
personalized.
People will more likely open an email
or letter if it is personally addressed, rather than a salutation that
reads “dear friend, or dear property owner”. They are more likely to
pay attention and to engage with you, if they feel that personal touch.
It can increase traffic, and conversion from lead to sale on your
website.
The first software we bought for our
commercial real estate company was for customer relationship
management. We kept detailed profiles of our clients and sphere of
influence. We knew their children and pets’ names, their birthdays,
their anniversaries, their hobbies, and their likes and dislikes.
Our assistant knew when to send birthday
cards, anniversary cards, etc. When the holidays would roll around,
we would create a list of individualized gifts for each one of our
clients and sphere, which were budget friendly.
For instance, golfers would get a subscription to a golf magazine. We like subscriptions, because for 12 months they remember you, and you are top of mind. One of our friends collects Christmas ornaments and is a foodie. Last year we found a copper sieve ornament at Williams Sonoma, which pleased him to no end. Rose gardeners would receive the newest bare root rose. It was always a pleasure to hear how much they loved the new rose, year after year. Our coffee experts were sent an annual subscription to some of the world’s rare coffees, and the same for our tea drinkers.
Our strategy is giving gifts to delight
the receiver. It took more time on our part to find the perfect gift,
for each person. It was time well spent. We created relationships
through personalization that still exist long after we moved. No one
gifts fits all!
How can your hyper-personalize your marketing in 2015?
ABOUT: Napa Consultants, International
is the leader in brand strategy for the luxury real estate industry.
They work exclusively with professionals who are passionate about
gaining or sustaining market leadership. With an expertise in personal
branding, company branding, luxury real estate website design and social
media marketing they help their clients become the breakaway brand in
their marketplace.
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