REALTORS® looking to make their mark with a unique, personal, and fun approach to marketing can draw inspiration from the self-titled “brand hysteria expert,” Johnny Cupcakes. He grew a business, selling t-shirts from the back of a car, into an international brand worth millions. And he shared his creative approach to building brand loyalty with TRREB Chief Market Analyst Jason Mercer on a recent episode of Ready to Real Estate.

Make Time for the People Who Make Time for You

Johnny built a brand with a cult-like following by making time for the people who made time for him. He believes that brands create loyalty by being loyal to their customers.

For example, he once spent two weeks writing hand-signed notes to his top customers, customers he hadn’t seen in a while, and new customers. He personalized the notes and thanked each customer for supporting his brand. Each note was mailed in a fluorescent pink envelope with a wax seal.

Johnny believes that reaching out to 20 people in one day with a personal approach like this can be a more powerful way to build brand loyalty than reaching out to 200 or 2,000 people with the same link or email blast.

And he doesn’t think of this personal approach as marketing alone. It’s how his parents raised him — to thank the people who support him.

Sell Memories, Not Merchandise

Johnny’s philosophy is “sell memories, not merchandise,” which means he takes every opportunity to be creative and unique when it comes to customer interactions. For instance, sometimes he ships online sales to customers in boxes that look like ovens. 

His challenge to any REALTOR® is to think about what makes their brand different from any other. How does it stand out in a crowded marketplace?

Memorable and creative brand marketing can be as simple as a unique business card, a distinctive paper used for communications, or funky folders that hold property information. It can be as expensive as the firepit one REALTOR® gave to clients who bought a high-priced home. Now, every time those clients use that gift with friends, they mention the REALTOR® in a positive way.

To add a personal touch, REALTORS® might share goofy childhood photos, personal stories and recipes during the holidays, or playlists. These personal details allow potential clients to feel they know a REALTOR®, so they’ll be comfortable calling when they need real estate services.

For even more creative marketing inspiration, tune in to Jason and Johnny’s full conversation on this episode of Ready to Real Estate.