It’s a new year and you are, no doubt, plotting your communications strategy for 2016. We published an article about the top 10 posts of the year on Facebook recently that ignited deeper thought about communication strategies that work. Entertainment is certainly one of them. If the Disney family is the first family of Entertainment in American History, P.T. Barnum is certainly a cousin. Legend has it that he is also responsible for one of the most famous quotes in the PR business: “I don’t care what you say about me, just spell my name right.”
If you read the writings of Victor Lund, you know that I write fast and spell horridly. My mother, saint Stella, was kind enough to keep every report card from my school days and I assure you that I received an A in every English class throughout my education. I am not sure where I went off the track. In high school at Shattuck-St. Mary’s, I converted to word processing. I doubt that I submitted much written work at all after that. A reliance on spell check may be my downfall. Having a mother who was raised in the Alabama, growing up near Fargo, North Dakota, and a year of University in England are also likely contributors. The most likely candidate is my failure to proofread my prose.
Thankfully, Kevin Hawkins leads WAV Group Communications. He is deliberate and careful with the message of every communication, including the title, length, paragraph, sentence structure, and the fastidious attention to the handling and the nurturing of every chosen word. In my experience, his only equal may be Rozlynn Crew from the Houston Association of REALTORS. If you allow for the Canadian influence, John Mosey of the Northstar MLS is in the same league.
So let’s start the year remembering a few rules of our industry.
RE/MAX is always capitalized. “Re/Max” is wrong.
When referring to the NAR, REALTOR® is in all caps and includes the ®. After the initial use, REALTOR without the ® is fine. There is a whole bunch of information on the dos and don’ts of using the REALTOR mark on this page: http://www.realtor.org/letterlw.nsf/pages/trademarkmanual
Communications began to replace advertising in 2006 when online publishing and email marketing began to show better results. Here we are, one decade later and so many real estate firms of all flavors are missing this opportunity to engage important audiences. If you want some help, let us know.