Blue skies and warm days always bring out the best in people. When the sun is shining, smiles are everywhere and common courtesies and exchanges like holding a door open for someone or saying, “Please” and “Thank you” just seem to happen a heck of a lot more often.
Which got me thinking about our industry and how often we say, “Thanks.”
As a real estate developer, when was the last time you stopped to say thank you to someone who stopped by to check out your latest development. Okay fine, maybe they didn’t buy a two-bedroom home from you… this time. Who’s to say these fine visitors won’t be back again? And when they do buy, shouldn’t we remember to say thanks then, too?
It doesn’t have to cost a lot. We’re all still trying to find ways to save money and trim our marketing expenditures, after all. But it’s important to leave a little room to play, for an honest-to-goodness thank you and to add texture and interest and, well, fun, to a communications campaign.
One project my company worked on with Intracorp in North Vancouver, BC, called The Versatile Building created a whole swag bag full of goodies as a thank you for stopping by. Every item, which included a re-usable bag, a metal water bottle, a t-shirt and a baseball cap, was branded with The Versatile Building logo “North Shore True”. In a community that really prides itself on being active, being eco-friendly and being totally separate from the downtown core (the Burrard Inlet cuts between Vancouver and North Van) it was a huge hit. We see people with their North Shore True bags all of the time—getting groceries or at the park.
For another project, River District Vancouver, it wasn’t so much about what you walked away with, but what was there when you arrived. Knowing this was a master-planned community along the Fraser River where people walked their dogs everyday, we made sure to include River District water dishes outside the sales centre. And we created a special “Pooch Parking” area for our four-legged friends, so they could have a place to hang out while their owners checked out the centre or grabbed a bite at the nearby restaurant.
The point is: Creative marketing strategies and small but unique ad campaigns that say thank you wherever and whenever they can make all the difference. They make people feel appreciated and that will make them want to buy, if not this time, next time.