Today I implemented a custom marketing plan to directly market one of my listings to Realtors in Hong Kong, Shanghai and Beijing.
I knew that the Buyer would be a very unique one because of both the opportunity and the style of the home, so one of the suggestions I had was a direct marketing campaign to Realtors in China from three of the main cities that immigrate to Canada.
How did I do that?
To start, I did some research on what Chinese Buyers are looking for in a Country, City and Home, and how Ottawa was a great selection. Then I took my drafted marketing and framed it in a way to reflect all of those aspects a Chinese Buyer was looking for. Next, I took the reframed marketing on Canada, Ottawa and this particular home, combined it with favourable photos, and translated it carefully into both Mandarin and Cantonese. After this, I leveraged my REMAX network to identify the top producing agents and Broker Owners with highest producing brokerages, and sent them a personalized email in both English and their language of choice, with the Electronic Flyer in both languages.
Common sense, right?
Sure, it took some brainstorming, resources, careful attention and about 4 hours to put together – but this isn’t something other people can’t do.
What it comes down to is you really have to have pride in your work, and a job well done. If you’re one of the type of people that like to just get by with the bare minimum – than you may find this excessive. But, it you’re a person that values hard work focused in an effective manner, this might resonate with you.
This type of strategy is simply a Macro version of what a normal Targeted Marketing campaign looks like. Normally we identify the Buyer for a home and tailor the marketing for that one specific and ideal buyer, but in this case we simply took the same principles and applied it to a larger audience.
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