If you think you’re burning out, you are in the wrong business. Be a part of your community. Get involved. Make a difference.
I had the pleasure to interview Beverly Barnett. With over two decades of real estate experience, Beverly launched her real estate career in Boston, where she lived for 10 years prior to moving to San Francisco, in 2000. She joined Pacific Union International . In 2001, she was named “Rookie of the Year” and joined the few who share that elite accomplishment. This title says a lot about what kind of person Beverly is…. dedicated, tenacious, entrepreneur.
Thank you so much for doing this with us Beverly! Can you tell us a story about what brought you to this specific career path?
When I decided to start my career, there really wasn’t any other option to pursue my passion. Real estate has been in my blood since I was a young adult. The opportunity to work with individuals and families to create memories and financial opportunities was really a deciding factor. I love working with people in helping them achieve their goals. When do you hear of people not being excited to move in to a new home. First, second or investment, it’s always so satisfying.
Can you share a story about the funniest marketing mistake you made when you were first starting? Can you tell us what lesson you learned from that?
The first marketing mistake I made was too much marketing! You can spend too much on marketing if you aren’t hyper specific to your audience.
What advice would you give to other marketers or business leaders to thrive and avoid burnout?
If you think you’re burning out, you are in the wrong business. Real estate success stories are based on those individuals that live and breathe rep estate. They know about properties before they hit the market. They know their customers and what their expectations are. Being well versed in the community is an added bonus. So much of referral business comes from your social circle. Be a part of your community. Get involved. Make a difference.
Ok let’s now jump to the core part of our interview. In a nutshell, how would you define the difference between brand marketing (branding) and product marketing (advertising)? Can you explain?
Brand marketing is about a real estate executive’s partnership with their parent company. It’s about being part of a branded platform that showcases some of the best properties on the market. Product marketing is about showcasing specific properties. In San Francisco, many of our properties are sold before even going to market but it’s a marketing tool that we use to promote what he sold and how relevant we are to each marketplace.
Can you explain to our readers why it is important to invest resources and energy into building a brand, in addition to the general marketing and advertising efforts?
Brands are designed to promote trust and recognition. Each real estate branding platform is uniquely structured to emphasis each company’s strength, location and grasp of the market
Can you share 5 strategies that a small company should be doing to build a trusted and believable brand? Please tell us a story or example for each.
Smart — At Compass our agents will help their clients determine which services can deliver the greatest return on their investment.
Fast — The entire process is designed for speed, so that work can begin — and each home can sell — as quickly as possible.
Transparent — Clients never have to worry about upfront costs or interest.
Easy — Our Compass agents stay close with their clients every step of the way.
In advertising, one generally measures success by the number of sales. How does one measure the success of a brand building campaign? Is it similar, is it different?
There’s a qualitative approach to marketing that outweighs the quantitative measure. When building a brand you have to focus on the growth of the brand before focusing on sales. Real estate sales happen everyday. Building a brand takes time and there really are only a few if you think about it that come to mind when it comes to real estate brands you want to trust. It’s about perception and who you feel will handle one of your biggest sales or purchases.
Branding and advertising are similar in that it’s a harder vehicle to measure ROI, but as we get more into the digital age of marketing, there are measuring tools place. As a brand, Compass is focused on its client base and maintaining the relationships that help build a company. Without these relationships, Compass would not be ablate be the pinnacle success it’s its category. At Compass, we are encouraged to develop these partnerships with clients as most of our business comes through referrals. As for advertising our properties, we use our ads as showcase opportunities for each property. Its important to also have relationships with the publications you are buying from or on-line media outlets. It allows us to partner with different advertising outlets to promote different properties.
What role does social media play in your branding efforts?
In San Francisco we live in a social media bubble. We rely heavily on social media marketing simply because we are living out our lives so publicly. For most of the country, social media has not impacted the real estate business as much as it has in the Bay Area. The most amazing thing about social media is that you can hyper focus on your target malarkey and measure the ROI of your investment by tracking each engaged user.
You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I recently joined The Battery Powered. It’s an amazing way to get involved in our community and collectively give back to those organizations in need with a greater purpose that is most aligned with our ideals as a community of giving. From mental health to homelessness, In San Francisco, our community at The Battery and its Battery Powered members find ways at giving to the organizations that closely resemble our goals and initiatives.
Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?
“You get in life what you have the courage to ask for” Oprah Winfrey. It’s something I live by, in this business there is no glass ceiling for women or men. In our industry it’s about achieving success on your own terms and timeline. Ask yourself, what do you want…
We are blessed that very prominent leaders in business and entertainment read this column. Is there a person in the world with whom you would like to have a lunch or breakfast with? He or she might just see this, especially if we tag them. 🙂
Most likely, Oprah Winfrey. Her dedication to philanthropy, the truth and engaging in community success is what I admire. She came into our lives and was able to transform, guide and inspire so many millions of people, while always staying true to herself. It is she that most inspires me.
How can our readers follow you on social media?
Thank you so much for joining us. This was very inspirational.