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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 |
CREATE A LASTING IMPRESSION
Name recognition and personal themes help affiliates market their services
PARSIPPANY, NJ, June 10, 2003 – In the competitive business of real estate sales, name recognition and self-marketing techniques can capture the attention of potential clients. Differentiation is oftentimes a way for sales associates to distinguish themselves from the competition. For two ERA® sales professionals, creating memorable names for themselves has been an effective business building tool.
Realtor® Patricia Seifreit of ERA The Property Place in Titusville, Fla., says her sales have flourished because of a simple but effective self-marketing technique called, "Peppermint Patty."
Seifreit started her real estate career under the assumption that her last name would be too difficult for her customers to remember. However, she knew they wouldn't forget the name Peppermint Patty. So to help create her public image, Seifreit bought herself a white outfit with an oversized hat and purchased ads in local publications that featured her picture. She also stocked up on Peppermint Pattie candies to hand out to clients.
"The hat is almost as good as the name. People see me around town and instantly recognize me from my newspaper and magazine ads. Everywhere I go, I give out Peppermint Patties and my business card," Seifreit says. "The Peppermint Patty persona is a marketing hook that helps me with my referral business because people don't forget my name."
Seifreit also plays an active role in her community's social activities, which includes networking at the country club, church events and local business functions. "I do a lot of networking," she says. "I don't know too many people in their 70s who work 12 hours a day, but I love it."
Just as everyone around Titusville recognizes Peppermint Patty, everyone in the Aurora, Colo., area knows "Big Don D" of ERA McGill Realty. Big Don D is ERA real estate sales professional Don DiFiore who got his nickname while playing in a softball league. When DiFiore began his real estate career in 1985, he had the same notion as Seifreit-he wanted an easy name for his customers to remember. "Nobody forgets a name like 'Big Don' or 'Big Don D,'" he explains.
However, creating the name was only the beginning. DiFiore built a self-marketing campaign around his Big Don D identity, from postcards bearing pictures of a finger-pointing Uncle Sam saying "Big Don D Wants YOU!" to a personal logo and humorous caricatures. "You need to be creative with direct mail to get people to read it," DiFiore says. "If it has a cartoon, they're at least going to read the cartoon or caption before they toss it."
These techniques carry over to DiFiore's Web site, BigDonD.com. Web surfers are greeted by a picture of Big Don D sitting on his motorcycle in someone's front yard, in front of a "SOLD" sign. In addition to print and electronic marketing, DiFiore says he tries to make a splash at community events. For example, he showed up at a local bowling tournament dressed up like Fred Flintstone.
Even at educational events, DiFiore can't resist the impulse to spread the Big Don D name. "I came to one training session in my bathrobe. 'Why did I have the guts to do that?' I was asked. I replied, 'Will any one of you ever forget Big Don D from Colorado?' That's why I did it."
About ERA Franchise Systems LLC
ERA Franchise Systems LLC is a global leader in the residential real estate industry with more than 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 30 other countries and territories. Each office is independently owned and operated except offices owned and operated by NRT Incorporated. ERA® information is available to consumers at ERA.com. ERA® properties can also be viewed at Realtor.com. For additional information about ERA Franchise Systems, Inc. as well as expert commentary on emerging trends in the real estate industry, visit the Cendant Media Resource Center at http://www.cendant.com/media/.
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