Today, I received a number of flyers in the mail. I ignored most of them but one in particular stood out: a local real estate market data newsletter.
It was sent on behalf of a local real estate brokerage, with whom I’ve come into contact before.
The first time was when I was looking for a house in the area last year. They had a representative doing an open house at one of the places we looked at.
He was knowledgeable and courteous, and came prepared with a mini booklet to showcase the features of the house.
It was more than your average one-sheet—it stood out for its quality. Which makes sense given the house costs several hundred thousands of dollars.
He also offered to send us listings that fit our profile since our realtor was located out of town and he regularly got early access to houses coming onto the market locally.
Since then, I’ve noticed their distinct signs outside of houses for sale nearby. They are an independent brokerage, so their branding stood out with its unique colour and appearance.
And today, probably my sixth or seventh impression of their brand, I saw their flyer amidst all the other materials that came with the mail.
While I ignored the rest, I noticed theirs immediately. My wife did, too. We talked about them for a minute, too.
Marketing doesn’t work by a lucky single encounter with your brand. It happens by having multiple positive touch-points over time. That’s why people who look for short-term wins aren’t thinking about marketing the right way.
Marketing is a long game. The key is showing up frequently and consistently, ideally with a visual identity and messaging that stands out.
If you want results today, try doing sales outreach.
If you want opportunities to come to you instead, think long term and build your marketing with the aim of earning repeat exposure in a quality and unique way.