Tuesday, November 3, 2009

Case Study of Larry Purchase


Client: Larry Purchase , Real Estate Sales Representative for Royal LePage


Where: Toronto Ontario, Canada


Prepared: Jan 2009


Branding and Direct Marketing


Larry is a seasoned real estate salesperson with Royal LePage. He has been in the business for over 20 years. He was looking to get his business back on track. He had been losing ground for years due to personal issues and not understanding what he had to do to get
the business back that he had lost to his competitors.


Larry came to us with no previous marketing initiatives except for the odd cold call and calendars he would send out during the holiday
season. He is a ‘call-it-as-he-sees it’ kind of guy and did not see how marketing his service to his friends and neighbours would help him. He would come into a meeting and ‘call-it-as-he-saw-it’ as opposed to having a plan in place and guiding his clients through a process. He tried direct mail marketing previously with very little success.


We sat down with Larry to find his ‘Unique Value Proposition’ - what made him different from the others in his market place. We went though our standard questionnaire and once completed, wrote up a creative brief to ensure we were taking the right path. Once we had a clear message and ‘Unique Value Proposition’ for Larry, it became very easy to implement a strategy for him.
We cleaned up the look of his image, made him recognizable in the community, strengthened the look of his brand and got him on a plan to succeed. He was sceptical at first but as the process moved forward he started to see the “trees through the forest”. He was now ready to start to connect with his target market on every level. We put his plan into action.


On his first mailing alone of only 2200 pieces, he received 6 phone calls (this is a big number in the real estate world). 2 were serious people wanting him to list their home, 3 were serious people interested in the property he listed on the card and wanted to buy, and 1 was calling to say he really connected with his marketing approach and wanted to work with him in the future on a commercial property he had. We also provided him with letters and a schedule to start to touch base with older clients he once had to win them back over to his service again.


He is now working the strategic marketing plan we suggested he put in place which expanded his presence in his market place. So much so that he is now on a Canadian Network Television Show “REALTOR vs. REALTOR” and getting even more exposure. He business has grown 200% since we created strategic marketing plan for him and he is on his way to doubling that by spring of 2010.


- From the desk of Trevor Joyce, Preident, Iconica Communications Inc.

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