Gary Ashton has built the number one RE/MAX team in the world, with $1 billion in GCI. His team is also the Official Real Estate Team for the Tennessee Titans NFL team, and the Nashville Predators NHL team. Gary made a huge commitment to and investment in a massive staffing, branding, and advertising operation.
The key to Gary’s system is sports marketing, putting money towards long-term branding, hiring licensed local ISAs, and clever radio ads with catchphrases that stick in people’s minds. His team is layering in multiple pieces to create undeniable recognition and credibility in the Nashville market.
You’ll learn how Gary generates thousands of leads with a unique marketing strategy including his “get your dream address without the stress” slogan. His main lead generation tactics are:
1. The long-term branding play - Gary has invested in billboard and radio advertising, but that isn’t something to dive into too early. Don’t do billboards and expect the phone to start ringing immediately. Billboards don’t work by themselves, they amplify what you’re already doing. Create a solid foundation over time.
2. Memorable radio ads - Gary’s ads stay top of mind with the use of catchphrases like “don’t sell without the intel” and “get your dream address without the stress.” By sticking to these catchphrases over the years, his team is instantly recognizable to the consumer.
3. The emotional strength to spend on marketing - To emotionally withstand the pain of paying thousands of dollars in advertising and staffing and waiting to get the return, do it in small bite-sized chunks. Make it a gradual increase in spending, and stack up the small stones.
4. Branding and marketing at the highest level - Gary leverages his status as the Official Real Estate Team for the Tennessee Titans NFL team and the Nashville Predators NHL team for brand association, credibility, and visibility. Instead of the standard sponsor deal where he gets a suite, he chose to get promotional tickets and to have a tailgate at the stadium. Instead of marketing to 12 people in a stadium suite, he can market to 30,000 people walking past the tailgate. He has further entrenched his association with the team by having TV ads running during games and radio ads presented by the voice of the Tennessee Titans.
5. Licensed ISAs - Gary's team uses in-house licensed ISAs who are based in Nashville. They know the market and they can talk to buyers and sellers with authority. That way, the client never feels like they are being handed over to another assistant.
Note how Gary uses a concerted but consistent strategy to help the customer create their own journey.
Join us for this interview and learn how to layer in all the pieces of branding and marketing that will pay off in lead generation!
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