Marketing benefits of awards

There are a lot of awards being presented every year for the public to take notice.

A lot of them are self-serving.  I think that the Academy Awards have missed movies that were great in ways ‘those in the know’ do not wish to acknowledge.  Insiders tend to favor insiders.  If you are out of the clique your chances diminish.

There are industry awards and many are won by obscure companies and talent.  Those people normally experience a surge in business.  Other awards are ‘People’s Choice’ and they reflect many times a completely different perspective about talent, ability, and public appeal.

I have won local and regional awards (People’s Choice type) and they do help bring in new clients that may not have heard of me before.  I have been out of the awards loop for a few years and prefer to go nationally but can feel occasionally that the local market has some amnesia…  One can doggedly pursue these awards to some advantage.

On the other hand I know that there are well oiled firms that are efficiently creating product (or offering services) that may defy the insider list of do’s and don’ts but are satisfying public demand and are amassing fortunes far above those of the politically/technically/ritually correct.


The Siegel’s have some interesting points to make about wine and related marketing analogies. 

Every year there are ‘best of’ lists.  Best places to visit, best clothier, best show dog, best credit carsd, etc.

Let’s talk automobiles for a moment and see if awards for brands that you normally do not care for prompt you to at least investigate why they won.

Here is a list of autos that won Kelly Blue Book Best Buy Awards of 2018:

My father bought Mercedes Benz most of his life.  We had one VW bug in the 60s.

I subsequently have steered towards Benzes but have owned Porsche, Audi, Jaguar, and BMW.

This year’s winners include no Benzes in first place.  But Audi has two best of category entries.

I am absolutely not interested in reading ANY of the other entries but am curious about the Audi’s.  (I don’t like any imports except those from Europe.  I am prejudiced.  Ha.)

Even so, I have not gotten into the details.

Why? Because I prefer Benzes and Bimmers.  It doesn’t matter that Audi beat them.  I don’t care.

I have had an overall positive experience with Mercedes Benz and will not switch marques.

I will buy a Benz first no matter what.  Have I been conditioned?  Or do I know what ‘those in the know’ know?

So what does that say about awards in general?

I have been to awards ceremonies for architects and builders.  No one goes to these except the winners and maybe second place finishers.  Does anyone else really care in the grand scheme of things?  These are very odd ceremonies to witness.  I just avoid them completely nowadays.  Does John Q Public read about these and flock to the winners? Sometimes.  How soon are they forgotten?  

Now, what about Real Estate programs that recognize ‘The Best’?  Do the winners also find their phones ringing off the hook and email servers clogged?  I don’t know but I suspect many get congratulated by their peers at least.  (Frank Lloyd Wright habitually brandished a wearable gold medal after the AIA awarded him the honor even though he was not a licensed architect)

Should the winners receive more publicity than the industry sponsor extends?  Are they really the best at what they do?  How do you measure quality?  How do you measure dedication?  How do you quantify the effort to make deals happen and know that two parties were satisfied in the end?

So does the general public really care about our industry awards?  They are the laypeople who will eventually contact one of us to help them with their interests.  Why might they contact YOU and not ME?  hmmm?  There are niches but too many are filling the available niches.  How many niches can you realistically carve out?  Doctors have specialties in their region.  Some are internationally recognized and sought out.  How do you carve out the real estate market?

So we have to look for sons of niches….??

A real estate transaction is part logic and part emotion.  Like purchasing a car, one can be drawn by factors other than the EPA fuel rating and G force resistance and go for what hits you like a brick or tickles your fancy.  Should we market to emotion or logic, or some combination?  Which wins in the end??

Inquiring minds want to know…. On a 4th of July rainy afternoon here in Orlando with grandkids begging us to take them somewhere…

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