The marketing industry seeks to market to 4 main groups: Belonger, Achiever, Emulator, and the Society/Environment Conscious. Which group do you think you are in? With the previous blog and the next two blogs following, I will share a little bit about each group and how each group pertains to Lawrence Kansas real estate specifically and to all Realtors and consumers in general. If you would like more information about a particular group, feel free to contact me.
In this second blog, I will share about being an Achiever and ask "Who's an Achiever?". Words that are used in marketing to attract an Achiever would be: new, unique, prestige, luxury, professional, tasteful, up-scale, goals, and one-of-a-kind.
Pick up a magazine article or watch a tv commercial and identify whether the target audience is Achievers. You will start listening at tv commericals and not muting or fast forwarding through them.
When I write up remarks for an MLS feature sheet, I consider which group(s) to market to based upon the type(s) of consumers I believe would be interested in the home. In my signature in emails and blogs I put Free 2-10 Home Warranty so belongers will take notice but for Achievers, I put my ABR, ePro, GRI Realtor®, Member of CRS (Council of Residential Specialists) credentials to appeal to their need for a professional.
Since Achievers are the second largest of the four main groups and since 22% of them are self-employed as I am, this group is also my target audience. Stay tuned for the other blogs to see more on the Emulators, and the Society/Environment Conscious groups.
Again, if you would like more information about a particular group, feel free to contact me.
Thanks and "Don't keep me a secret--I'm never too busy for your referrals!"
Rob (FREE 2-10 Home Warranty with every home you buy or sell through me!!)
Rob Lang, ABR, ePro, GRI Realtor®, Member of CRS (Council of Residential Specialists)
Rob's Blog at www.ActiveRain.com/blogs/langrob
Realty Executives, Hedges Real Estate (four convenient locations)
(Serving Lawrence, Eudora, Baldwin, Topeka, Tonganoxie, Leavenworth, Kansas City, McLouth, Wellsville, Ottawa, Berryton, Tecumseh, more)
112 E. 10th, Eudora, KS 66025
1037 Vermont, Lawrence, KS 66044
3300 Clinton Parkway Ct., Lawrence, KS 66044
300 Rockfence Place, Lawrence, KS 66049
785-393-2274 (cell) 785-542-1661 (fax)
Voice Messages may be left Toll Free at 866-800-5353
langrob@sunflower.com
http://www.letrobdoit.com/
http://douglascountyopenhouses.com/
http://ihaveaddresses.com/
NOTE: This blog was written in the past about properties on the market at the time of the blog being written and should not be considered as active listings beyond the date of this blog.
I've taken classes on the 4 groups since the 70s. They change what they call the groups, but the concepts stay the same. I'm definitely in the Achiever Group and have the hardest time when my clients are in the Society/Environment Conscious groups. Is that a normal mismatch? I have a partner who is not in my same group, so I pass to him usually when we have Society/Environment Conscious groups. It seems to work.
I love the concept of wording to/for these groups. I was taught to include some of all to impact a broader audience.
Hi Ardell,
Thanks for your comment! Because we are all different, there isn't really any hard and fast rule about which groups we can and can't work with but you have hit on an excellent method of handling your dilemma and that is to network and let another team member or Realtor handle the referral.
Also, you are absolutely correct to "word it" to all 4 groups.
Thanks again!
Rob
Good post. Most people are combinations of these.I am a Social/enviroment type with a heavy dose of achiever--so I have my EcoBroker certification and my ABR designation. My husband is very much a Belonger so he keeps his achiere side hidden as much as possible--he's embarassed if people use the Doctor title because "it's just a PhD" and very few people know of the meticuluos records he keeps of his workouts and cycling training....
Learning to speak to all types can be very helpful in communicating with clients, especially if you are trying to understand what their objection REALLY is as opposed to what they are saying.