EDUCATION
Marketing with Purpose: 3 Steps to Connect
Julie Dyer, Founder, Real Estate for Good and writer of the REINZ ‘Marketing with Purpose’ course
Have you ever wondered how much ‘giveback’ comes from the real estate profession? Or what impact it has had?
As a creative marketing strategist with over a decade of experience in the industry, I have felt incredibly inspired by the generosity of agents and the amount of time, money and energy already contributed to the local and wider communities. Unfortunately, despite the enormous amount of giving back, consumer perceptions are still low, which may have to do with few brands successfully sharing their story of social change or weaving their giveback into their marketing campaigns. An impressive 85% of consumers are now seeking a responsible product or service, which can mean you are missing out on the opportunity to increase consumer engagement, referrals and sales. If you are unsure of where to begin, here are three steps to get you started.
1. Choose your cause Research and choose your cause. Make sure you involve your entire team in this process. It will uplift and inspire, as well as enhance team culture.
2. Understand the story The next step is to understand the vision and mission of your cause. Set giveback goals and commit to creating change.
3. Inform, inspire and connect Great, now it is time to inspire others by sharing your story so that consumers seeking a responsible service choose you. Sound simple? Remember, like everything, there is an art to social change marketing. If you deliver your message in the wrong way, it may seem like you have an agenda, which can negatively impact your brand. For this reason, I have developed the ‘Real Estate for Good’ accreditation logo, which — in a similar way to the ‘heart’ tick — will gently indicate that you care.
What does the future look like for the industry? As far as perceptions go, I would have to say it is looking promising. Social change marketing is here, and there is no longer the need to keep inspirational stories hidden behind closed doors. By putting your best foot forward, you will be recognised as the pillars of the community and seen in the most favourable light, helping you connect with your audience and enabling your business to thrive.
This article is written by Julia Dyer, founder of the Real Estate for Good Initiative, and ‘Marketing with Purpose’ course writer for REINZ. Visit realesteforgood.co.nz to become accredited and differentiate your brand today. Together, we can make an incredible difference.
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The Real Estate Institute of New Zealand
