Monday Facts: What Donald Trump’s Campaign Can Teach Us About Real Estate Marketing

EXCERPTS FROM AN ARTICLE – 6 MARKETING LESSONS LEARNED FROM DONALD TRUMP’S CAMPAIGN – BY BERNICE ROSS IN INMAN NEWS

 

  • Clotaire Rapaille, marketing consultant to 50 of the Fortune 100 companies has unlocked the “culture code” of various countries identifying what causes people from those countries to buy.
  • Germans, Japanese and Swiss value perfection.
  • Americans buy on hope, dreams and the promise of solutions.
  • Americans rank products and services more highly when there has been a problem, and the problem is fixed.
  • Trump is using the “fix-it” approach, has a propensity for being a contrarian and has a humorous outlook.
  • Trump’s tell-it-like-it-is approach plays nicely with the millennial mindset that seeks authenticity and directness.
  • Trump’s “Make America great again” is suited to text and tweet. It taps into hopes and dreams and indicates he is the solution.
  • Here are the takeaways that can help you grow your real estate business:
  1. You’re not selling real estate – you’re selling the dream of homeownership
  2. Fix-it is your friend. When something goes wrong, what can you do to fix it?
  3. Be a contrarian. If everyone else is holding Sunday afternoon open houses, hold a weekday open house where parents can stop by on their way to picking up the kids from school.
  4. Drop the cliché marketing slogans. Clearly spell out what you can do for the consumer. For example: “Fire your landlord – become a homeowner now”.
  5. Use humor and “pattern interruptions” to diffuse stressful situations. An example is how Trump responded to Lindsey Graham giving out his cellphone number by changing his voicemail into a campaign message promoting his candidacy.
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