competition, Coca-Cola regularly held sales conventions. By the end of each convention, the salespeople would have a long, long list of possible customers in that area. From there, sales managers would take a good look at the list, removing anyone who was already a customer and noting the bigger potential customers. This enabled the salespeople to make more efficient use of their time by focusing on customers who were more likely to buy more product. By 1927, Coca-Cola took the next step and rebranded this aspect of their business: instead of salespeople, they became customer service representatives. Which title sounds better to you? Personally, I’d much rather work with someone whose title says they’re there to help me rather than sell something to me. Why am I sharing these stories? Because the same logic applies to homes. Even the perfect home at the perfect price needs a unique marketing strategy to catch buyers’ attention. With it, you’ll reach buyers who are genuinely interested in purchasing your home. Without it, your home—like all those now-defunct mousetraps—will wind up sitting there collecting dust, which you’ll have to clean up should you ever actually get anyone interested enough to come for a showing. Remember: all it takes is finding that one buyer who loves the home and is willing to pay more than anyone else. And, with the right marketing, that will happen, I promise. I’ve made it happen over and over again thanks to targeted marketing specifically designed to market to each home’s ideal buyer.
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