4. Marketing Mix

Your Product

  • White-glove representation of buyers and sellers in multimillion dollar real estate transactions.

  • Referral income from your favorite property manager (me) and out of area agents.


  • Nothing much to discuss here since pricing is not a big issue in the industry. The only point to make is do not ever undersell yourself.


  • Marketing Fact: Placement is a HUGE factor in determining your success. Others can mimic your promotions and match your prices. BUT, promotion is very time intensive so it is harder for competitors to replicate.

  • You have planted roots in the community and attend church. Are you engaged with the congregation? Do they know you are a broker and are you giving your time?

  • Placement in services comes in many different forms. The most obvious is your brick and mortar location.

  • Placement is also how you rank in Google searches and the value and quantity of Internet properties.

  • Your ties to other communities such as your family in the desert and in Canada.


Please consider these promotional ideas that I can happily execute. Here is a summary and the start of my pitch.

  • Community site: AboutJuanitaBay.com and AboutKirkland.com

  • Co-produce Washington Real Estate Update

  • Direct Mail: The first response I get to my suggestion about direct mail is “no one does that anymore”.  That is the point.

  • Multimedia and content creation. Photos of you doing good work in the community, working on your land and playing with your family, and you at work in the office and at open houses.