Being memorable during the holidays is a challenge you must consider and tackle early on. Most of your clients and customers receive many invitations, gifts, and cards. Many of them travel. So, how can you stand out in this whirlwind of activities?
The pain/pleasure principle offers some insights. People generally move away from pain and towards pleasure; any assistance they receive to abide by this principle will be appreciated and, more importantly, long remembered. So, what are your customers’ pain points at year-end? What could please your customers now and long after the holidays? How can you alleviate your customers ‘ pain and enhance their pleasure to be memorable?
Pain Points
Pain Point #1 -Taxes. I don’t know about you, but one of my most significant pain points at this time of the year is the shadow of tax time looming large on the horizon. Many of your customers may have bookkeepers and accountants taking care of that minor annual “inconvenience,” but they will still be required to provide documents regarding all real estate transactions completed during the year.
Similarly, if your customers rent out their properties, copies of annual leases may need to be forwarded to their accountants at year-end. A well-crafted email with the relevant closing files attached may be very welcome.
Pain Point #2 – Holiday Shopping. While many of us enjoy shopping, many of our customers do not. Establishing a well-curated list of personal holiday shoppers and sharing it with your customers may make some of them positively ecstatic.
Paint Point #3 – Holiday Entertaining. If your clients entertain at home, an early December gift card for a local florist will undoubtedly come in handy, as every hostess wants fresh flowers on her dining or buffet table.
A vetted list of staff services can also be golden -no one wants to scramble at the last minute to find a bartender!
Pleasure Points
Pleasure Point #1 – Saving Your Customer Time. Pleasure point #1 is closely related to all our discussed pain points. Anything you can do to save your customer time will be a fabulous holiday gift. Don’t stop at the list above. You know your customers, so take a moment to consider their time challenges and develop solutions that can be packaged as gifts.
Pleasure Point # 2 – Acknowledge Their Interests. Gift-giving is always tricky. This is especially so during holidays because our giftee list can quickly grow extensive. Two basic tenets should help you get through the morass of gift-giving ideas that might swamp your usually clear mind:
- any gift you choose to make should be personal, i.e., relevant to your customers’ lifestyle;
- any gift you decide to make should also be original.
What I mean here is that if your customer drinks bourbon, giving her a bottle of Jack Daniels may be personal, but it’s also easily replicated and shows zero originality or effort on your part. Conversely, an herb garden kit for a cook or a personalized golf ball seal for a golfer shows you know and understand them and demonstrates your thoughtfulness.
Pleasure Point #3 – Make it Last. Long after the holiday madness is over, annual subscriptions will remind your customers you gave them a holiday gift. Choose from fruits, flowers, nuts, candies, and other items that vendors deliver monthly to make a lasting impression.
Pleasure Point #4 – Make them Smile. I often discuss the enormous value of making people smile. For starters, and of crucial importance to you, people remember people who make them smile. Furthermore, smiling has been scientifically proven to have far-reaching positive effects on mood, health, and social life. If you want to be memorable this season, send a humorous holiday card that will stand out in the barrage of cards your customers will receive. It’ll make them smile, they will share it with friends, and they may keep it so they can smile again at will just by looking at it. To find humorous Realtor®-centric cards, google “funny holiday cards for real estate” or other similar combinations of search words.
The holiday season is a beautiful time of the year. It is also a branding opportunity, a time to stand out and demonstrate thoughtfulness, generosity, and creativity that will be appreciated year-round. Do not let it go by untapped.
If you need to brainstorm your holiday branding, don’t hesitate to call or text (239) 220-1018.
