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Marketing With The Cohen Brothers - IGNITION ResidentialIGNITION Residential

Marketing With The Cohen Brothers

fountain

Two beggars were sitting outside The Tivoli Fountain in Rome.  One beggar had his hat in front of him, decorated with a crucifix. The other had his hat in front of him, his with a Star of David.

People are walking by, and they’re all putting their donations into the hat with the crucifix.

A priest walks by, and he sees the two of them sitting there, and he says, ”My good man, this is a Catholic city.  No one’s going to put money in a hat with a Star of David!  As a matter of fact, most Catholics and Christians in this city will probably donate extra to the hat with the crucifix.

The beggar with the Star of David turns to the other and says, ”Moshe, look who’s trying to tell the Cohen brothers about marketing!

This classic marketing joke, one of the best of its genre (perhaps the only one of its genre as marketing jokes haven’t exactly taken off like mother-in-law jokes) speaks directly to the sea-change in real estate marketing.   Where once outbound marketing (display ads, fancy brochures, extensive budgets for public relations, etc.) dominated the real estate landscape, a new form of communication, i.e. inbound marketing, has allowed marketers to allow seemingly disparate marketing tools to work together (like The Cohen Brothers) in a new form of synchronicity.  A blog might feature a highlighted word that sends the reader to other, related blogs or to websites that work to serve the marketers overall objective, i.e. to identify and nurture potential buyers and to convert them to actual buyers.   Unlike the classic “bait and switch,” another time-honored, but always unwelcomed marketing tool, this type of inbound marketing provides a very welcome wealth of related information to emerge almost simultaneously from multiple linked sources.

For example, if I mention The Waterworks at Chestnut Hill, a project which we marketed with Peabody Properties, in this article, there is almost certain to be a link from the name of the project above that will take the reader to another blog that I recently wrote called Marketing The Waterworks and the degree to which that project heralded the end of the old way of marketing (outbound) and the beginning of the new way of marketing (inbound).  This will be done with as much thought and intent as the marketing approach of The Cohen Brothers; the writer, in this case me, is trying to direct the reader to another blog that might cast the writer as a successful and experienced multi-family marketer as well as someone who is attempting to become the paragon of thought leadership in the brave new world of residential real estate marketing.  With tabs that accompany a typical blog that relate to the premise and key words of the article, there are many more opportunities for people searching for a particular type of information to see your message.  And if doing so piques, and then registers their interest, another form of inbound marketing kicks in, the analytics, nurturing and converting of a prospective customer.

Like The Cohen Brothers, this new way of marketing residential real estate relies on planning and coordination of seemingly disparate types of messages to serve the overall objective.  For The Cohen Brothers, it was a clever way of increasing the take from the more traditional method of begging, i.e. as individuals, instead of in tandem. For a multi-family marketer, it means creating one’s own public relations that serves a purpose far greater than massaging a developer’s ego or publicizing his/her development project.  Public Relations in the hand of a talented in-bound marketer has the ability to propel the marketer into virtual neighborhoods previously inaccessible to only the most “connected” of public relations personnel.

And with that, for me, up springs a host of topics for future blogs, including a tome on the new era of public relations, the basic differences between inbound and outbound marketing, and the lessons to be learned by the great marketers of history, including The Cohen Brothers.

 

About Merrill Diamond

Merrill H. Diamond is a trained architect and a founding principal of IGNITION Residential, an interdisciplinary multi-family marketing firm. He is also a founding partner of Diamond/Sinacori, a Boston-based real estate development company founded in 1978. Mr. Diamond has been the recipient of numerous local and national awards for both development and marketing. He has served as both a gubernatorial appointee to the Massachusetts Historical Commission and to the Senate Special Commission on Historic Preservation. In addition, Mr. Diamond has been named “Entrepreneur of the Year” by Arthur Young / “Venture Magazine;” “Merchant Builder of the Year” by the National Association of Homebuilders (NAHB), and one of “America’s Most Valuable People” by “USA Today".

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