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My friend and legendary category designer, podcaster & best-selling author, Christopher Lochhead, often talks about the attributes of legendary marketing. As a category design disciple who, along with my team at the BW Group, have taken on the challenge of creating a new category of Homeowner Advisory Services within the real estate industry, I thought it would be interesting to look at Christopher's Top 10 List through the lens of real estate marketing.

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Most real estate marketing is spread around like peanut butter and is focused on capturing demand for a property and building brand awareness for the realtor.

Legendary marketing is more interested in creating new demand. It is focused on setting the agenda from which all other properties or brokers will be compared. This makes it difficult for buyers to compare them with others.

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Legendary marketing designs and dominates its own category. While creating this demand, it positions the home or realtor as unique and distinct. They may also opt to create a new category or sub-category within an existing market category. For example, the needs of the Move-Up Buyer are quite different from those of the Empty-Nester or Downsizer. One-size fits all marketing just won’t cut through the clutter.

“When you’re the first in a new category, people are drawn towards you.” – Christopher Lochhead

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Legendary marketing creates a distinct before and after. When a customer experiences legendary marketing for the first time, the expected initial reaction is “Wow, I just saw something different! That’s incredible!” That is Legendary Marketing.

Imagine the average homeowner had access to a bundle of customized real estate management solutions and got the same kind of professional advice that discretionary wealth management firms now provide.

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Legendary marketing is not just about pitching features of a product (house/condo) or service. It is about mobilizing people into action and getting them to change their way of thinking. This could mean a tribe of a few hundred people for small real estate teams like ours or even millions of people, for big multinational corporations.

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One of the attributes of a legendary marketing campaign is that it can freak out the competition as the market starts to see a problem they didn’t previously think existed and they look to the Category King or Queen for the solution.

“When the competition sees this, how are they going to react and will it cause them to call an emergency board meeting?” – Christopher Lochhead

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Homes that don’t sell for top dollar are either not priced correctly or are undifferentiated. Legendary marketing focuses on niching down and finding those ideal buyers or “needles in a haystack”. It causes buyers to fight over a home and start a bidding war.

“Instead of being just another property on the market, homes that have a story to tell tend to attract buyers who start to envision what their life would feel like if they were to own that property.”

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It is a must for anybody in real estate to create enduring value through their marketing and POV (point of view). Success is not measured by transactions but rather by the quality of the experience enjoyed by employees, clients, partners and everyone else in the category ecosystem.

Here is an example of what remarkable guidance and advice feel like, from someone who has experienced the BW Group difference firsthand.

"Scott and the BW Group are always willing to help and provide guidance. It’s very evident that they stay up to date on the latest real-estate topics and understand the market incredibly well, which enables them to provide their clients with the best strategic advice.

They have provided recommendations on what we could do to increase our home's value, while keeping us informed of what we need to do to move-up to a bigger home. With Scott and his team you can feel confident that they have your best interests at heart."

- Milica Bajic

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Technology today allows real estate marketers to know, in real-time, what’s resonating with prospective buyers and sellers and what’s not.

Smart data analytics and good old-fashioned story-telling now make it possible for realtors to ensure they attract the right buyers and build relationships with homeowners who fit their niche, in a way that wasn’t possible a few years ago. Make sure the realtor you choose to guide you is a digital marketing ninja. It can be a game-changer.

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Legendary marketing creates an impact by inspiring both customers and employees as well as strategic partners and collaborating brokers. It changes the focus away from spammy pitchmen to a collaborative ecosystem, where connected interests and relationships create more opportunities for everyone.

“Legendary marketing is about changing the culture by capturing the hearts and minds of the people you seek to serve.”

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The greatest marketing can indeed change the world as it moves things forward in our own neighbourhoods and backyards.

It inspires people to accept no limits, to think differently, and to constantly strive towards making a positive impact on society.

Here’s to the crazy ones! Are you ready for a different kind of real estate experience? We'd love to talk to you.