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ERA Franchise Systems LLC
1 Campus Drive Parsippany, NJ 07054 (973) 428-9700 |
Media contact: Stacy Quinn
(973) 496-7904 stacy.quinn@ERA.com |
Brand recognition and personal themes help affiliates build their client lists
PARSIPPANY, NJ, October 1, 2002 - To distinguish themselves from the competition, real estate sales professionals oftentimes use innovative techniques to grab the attention of prospective customers. For two ERA sales associates, a creative marketing theme has helped them become hometown celebrities while boosting their business.
To distinguish themselves from the competition, real estate sales professionals oftentimes use innovative techniques to grab the attention of prospective customers. For two ERA sales associates, a creative marketing theme has helped them become hometown celebrities while boosting their business.
Most people know Mary Ann Hoyt as a Realtor with ERA Muske Company Real Estate in Wyoming (MN). In her spare time, though, she is "Queen of the Northlands" and makes more than 120 community appearances annually as Queen of the Senior Royal Court for the St. Paul Winter Carnival. She said her schedule is daunting at times, but it never interferes with helping her customers purchase a home.
Recently, Hoyt combined her career and royal stature to help advertise her specialization as a buyer's agent. Hoyt's business card pictures her wearing a tiara and sash with the tagline, "Let the Queen Work For You."
"I've been able to make my roles work together," said Hoyt, a multi-million dollar producer. "In every parade, we have an ERA Muske float and I ride in a car with the ERA logo. Everyone now recognizes me throughout the community as the Queen who sells real estate."
Like Hoyt, Patti Emmerling of ERA Creative Realty in Santa Maria (CA) has a unique personal marketing campaign. Emmerling, who started her real estate career a little more than a year ago, said she knew that it wouldn't be easy since she had just moved to a new town and wasn't familiar the community.
For Emmerling, making a name for herself turned out to be easier than she thought after implementing an advertising campaign. Today, Emmerling is not only known for effectively selling homes, but she's also affectionately referred to as "Fire Girl."
"Most of my life I have been known as Fire Girl," Emmerling explained. "It was a nickname I was given during my days as a 911 emergency dispatcher and firefighter. I thought it would tie in as a good theme to help me promote my real estate services."
Once Emmerling created her theme, she devised a marketing strategy. Her plan includes direct mail, television and radio commercials, as well as sponsoring a local flower festival"all featuring the Fire Girl name. Her personal Web page also has the same theme.
Recently, Emmerling said her most powerful marketing tool has been her Chevy Suburban, which features the ERA logo, hand-painted flames and her contact information.
"Sometimes I'm surprised how many people recognize me," said Emmerling. "The other night I opened the door for a pizza delivery man and he immediately said, "You're the ERA Fire Girl." The ERA brand coupled with a creative personal marketing strategy are a powerful combination for me."
Editor's Note: Photos available upon request.
About ERA Franchise Systems LLC
ERA Franchise Systems LLC is a global leader in the residential real
estate industry with 30 years experience in developing consumer-oriented
products and services. It is a subsidiary of Cendant Corporation (NYSE: CD)
and part of its Real Estate Franchise Group. The ERA real estate
network includes more than 28,000 brokers and sales associates throughout
the United States and 29 other countries and territories. Each ERA
office is independently owned and operated except offices owned and operated
by NRT Incorporated. ERA information is available to consumers on the
Internet at ERA.com. ERA properties can also be viewed at
www.REALTOR.com®.
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