So, why is an agency whose pedigree is building renowned hospitality brands, such as the Ritz-Carlton Hotel Company or Hotels & Resorts of Halekulani claiming to be a specialist in real estate marketing?
Simple. We understand your target.
Your target is visiting these hotels and resorts. And developing tastes and aspirations based on their travel experiences. Guest Relations has been repeatedly successful in restaging development projects precisely because we understand your target and how and where to communicate to them.
Guest Relations creates marketing results through programs designed to build more zealots for your brand. Zealots are willing to tell your story to others, without reservation and without being paid to do so. And, not only are they credible messengers, Harvard Business Review says the surest way to long-term profitability is through customer referral.
Why is the concept of “zealotry” or referral important to real estate? After all, they realistically can only buy one time. Because homebuying has such emotional and aspirational characteristics, it is actually one of the more “referred” products.
So, if a prospect cannot see themselves being a “zealot” for your property almost from the outset, then you have targeted the wrong prospect. Which is why most price-driven promotions are a mistake. Understanding what drives zealotry actions helps prioritize value propositions and touchpoints.
Guest Relations Marketing uses a distinctive blend of brand research, direct marketing techniques and superior creative talent to build brand, direct, online and advertising programs from the inside-out that are measured and synched with the operational realities of your business. The agency has become known for its unconventional “zealotry marketing” approach. Michael Tyre, managing partner was named by HSMAI as one of the “Top 25 Most Engaging Minds” in hospitality marketing.
We have a selective, but rich portfolio of successes:
World Golf Village
- Top EFFIE real estate campaign for 2005 (American Marketing Association)
- Qualified leads from 1 in 50 to 1 in 12
- Sold out one year ahead of schedule (project was behind schedule before our re-staged campaign)
Reston Town Center
- Promoted and sold out without costly mass media campaign
- Resulted from target insights and positioning
- Early example of a Live/Work/Play development
- Sold out without promotional incentives, when core competition were dealing
- Phase II opened at higher price points
- Positioned absence of traditional amenities as an advantage
- Successful positioning and melding of two disparate target groups -young families and empty nesters
- Positioned to tastes/experiences of sophisticated target in a sea of suburbia sprawl – likened to travel experiences
We are not formulaic in approach. We have witnessed many “specialist” agencies take advantage of high demand markets, only to crash and burn when the demand must be cultivated. The fundamentals do not change. A successful marketing program requires thoughtful analysis and understanding of the right target prospect, distinctive and integrated sales and communications programs and a willingness to stick with the program. The right marketing campaign in real estate can last the life of the development sales phase. Most agencies short-cut crafting a sustainable program and want to simply “create ads”. That is not Guest Relations Marketing.
If you like what you’ve read and what you see – then allow us the opportunity to do the same for you and your property. We’ll be glad to steer you to clients and former clients who will vouch for our work performance and ethic.
But, here’s the one reason you should strongly consider inviting us to meet: We are going to create stronger, lasting results at less overall marketing cost than anyone else you are talking to. The consistent thread is our zealotry approach to targeting … finding your zealots, working through them and finding more zealots for your very fine property. And, we’ll prove it.
“They provide consistently constructive insights into our target buyers,
and delivers provocative and creative approaches on communicating with them.”
Tom D’Alesandro, Senior Vice President, General Growth Properties, Inc.
“I have brought Mike and April into three different developments I have worked for. They have never failed to bring candid insights and direction. Most importantly, they rolled up their sleeves and worked with us to create successful outcomes for our owners. They craft programs that never fail to resonate – with prospects, with brokers and with our internal audiences.”
Alayna Kimball, Director of Marketing, World Golf Village, Formerly Marketing Director for Hines Development
Alf Nucifora, President, Nucifora Consulting Group Chairman, Luxury Marketing Council, San Francisco
“GRM is a true marketing agency, which is hard to find these days… Their abiding focus is directly on client loyalty – this helps my clients to keep their eye on the highest leverage areas of their marketing plans. And, Mike and April have the depth and dexterity to keep up with the ever-changing communications paradigm and offer comprehensive and highly creative marketing solutions. Impressive, very impressive.I love working with them!”
Linda Morgan, former Director of Marketing, Ritz-Carlton, Kapalua, Mauna Lani Resort
We encourage you to visit our website at www.guestrelationsmarketing.com to learn more about us and our experiences.