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Charity, Appreciation, Promotion, Marketing

"True charity is anonymous".   This is a  phrase I heard often from my dad .  His point when saying it to myself and my siblings was to make us aware of the difference between someone doing something genuine or promoting themselves.


As realtors, marketing is a huge component of our business plan and there are various levels of it.  For example, Elaine and I love to give gifts to our buyer's when they take possession of their new home.  (Sometimes we forget so I'll appologize now if we've missed you.)  Another gift we like to give is on the one year anniversary.  These gifts we give for a number of reasons.  The obvious ones are that we appreciate the business and we are genuinely excited for you. In these two cases there is also a subliminal level of marketing even though that is not the intention.


Like so many other people we also give the gift of our time.  We chose charites or groups that are important to us as a way of giving back to the community we love.  We feel very strongly about this and we do it with sincerity.


The difference between marketing and promotion is that marketing is an overall plan to make potential clients aware of your service or product.  Promotion is a piece of the marketing strategy.  In real estate this could be in the form of an open house or posting on social media.


Then there's what I call "passive marketing".  This could be something offered that has a consequence of promotion.  An example of this could be when we offer our event tents for functions.  They are useful to the user but clearly a form of promotion as they have our business names plastered all over them.


Social media can be an amazing marketing tool.  It can also be grossly misused.  A good example of this is where an individual has done something for someone and feels compelled to share it publicly.  This turns a charitable action into shameful self promotion.  ("True charity is anonymous").


Another form of giving that is often misunderstood is the gift that is given with a business card attached to it.  Make no mistake,  this is pure promotion.  The giver needs to be honest with themselves about this and the recipient aware of it. There is nothing wrong with this but lets call it what it is.


We strive to be mindful of these differences and Promote ourselves professionally, Market with integrity and give from the heart.



"True charity is anonymous"


Lindy Skutnik

Lindy and Elaine Real Estate Team




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