Florida Realtor - November/December 2024
Scream It From the Streets
2024-10-16 12:52:56
TRY A BILLBOARD
Nothing gets you recognized faster than a gigantic billboard in your feeder city. Here are some tips.
When New Yorkers began relocating to Miami during the pandemic, Dina Goldentayer, executive director of sales for Douglas Elliman in Miami Beach, saw an opportunity—and seized it. First, she placed a #MOVETOMIAMI billboard ad in New York City’s Times Square, featuring herself on a yacht, backed by the South Florida skyline. Then, she extended her campaign to target traveling New Yorkers, paying for ads on Hampton Jitney buses and at Miami-Opa Locka Executive Airport. Afterward, she added billboards in Silicon Valley (“Your Next Billion Dollar Idea”) and Boston (“Turn Your Brownstone Into a Beach House”). The media noticed—and homebuyers responded.
Here are her best practices:
Use a signature hashtag: In all these ads, Goldentayer included the hashtags, #MOVETOMIAMI and #STEPINSIDEWITHME. “The use of a signature hashtag, #STEPINSIDEWITHME, solidified my brand and provided my clients unmatched global exposure,” she observes. “I own the national trademark of this catchphrase.”
Invest in quality content: “Prioritizing engaging and best-in-class presentation makes my marketing efforts stand out among other real estate content,” says Goldentayer. Thanks in part to professionally produced photos and videos, she’s driven $200 million in sales directly from Instagram, she adds.
Be authentic: Although you should prioritize professional, high-quality content, don’t discount the effectiveness of just being yourself, reminds Goldentayer. In recent months, viewers have watched her “Behind the Scenes” and “Day in the Life” reels more than her more polished posts.
Goldentayer’s bold marketing strategy demonstrates the power of creativity, authenticity and consistency in real estate. By leveraging unique campaigns and building a recognizable brand through hashtags and high-quality content, she has successfully captured the attention of relocating buyers. Her approach is a reminder to agents everywhere: Standing out means thinking outside the box while staying true to who you are.
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