This ramble/discourse was prompted by a mailing that I received today. Quite glossy and pretty, what caught my attention was the headline. (Like most of you, I discard almost everything sent to me, unread or barely perused – not true, I hope, of my clients who regularly receive information relating to real estate that is both interesting and relevant. However, as this mailer related to real estate, I looked at it first before consigning it to recycling.* The headline read, “Company XYZ is proud to service the Yorktown Heights Community.” As I live in an entirely different, though nearby area, I thought the headline a bit off-kilter. The interior of the marketing piece went on to refer to a “quaint community” with a “robust atmosphere” and a “distinguished team of Yorktown agents,” etc, etc.
I do wonder about the expertise of a company that cannot or does not, distinguish between one community and another. Whenever I market properties in Yorktown, which I find both robust and having a wonderful selection of homes, I understand that there a differences in the feel in that community versus that of those in the Hudson River Towns, each distinctive in its own right. Do you think understanding those distinctions is important? Let me know. Please email me at vleis@bestweb.net.
*Quite frankly, most of what I receive as a homeowner is sloppy and/or unattractive. To me that presages the marketing materials another homeowner might expect from that agency and agent.