Buy The Bay - Ashley Biernier

Buy the Bay Podcast: Marketing Strategy with Ashley from Refined Creative Co

Episode Overview

A deep dive into modern marketing strategies with Ashley, founder of Refined Creative Co. Discussion covers client segmentation, event planning, social media strategy, and creating memorable client experiences in the real estate industry.

Key Takeaways

• Client segmentation is crucial - different tiers of clients should receive different types of marketing and experiences
• Focus on creating memorable, personalized experiences rather than generic marketing
• Email marketing remains effective when properly segmented and personalized
• Social media success should be measured by engagement (especially DMs) rather than likes
• Behind-the-scenes content often performs better than polished, professional content
• Local business partnerships can create win-win marketing opportunities

Marketing Tips & Strategies

Client Experience Ideas

• Handwritten notes remain highly effective
• Personalized gifting (example: custom name stools for clients with new babies)
• Avoid generic corporate gifts or "tchotchkes" that end up as landfill
• Consider life events (birthdays, new homes, engagements) for personalized touches
• Holiday gifting can be simple but memorable (example: Thanksgiving pies)

Event Marketing

• Create exclusive experiences (example: pre-opening hotel tour and dinner)
• Partner with local businesses for cross-promotion
• Consider different event types for different client tiers
• Make events memorable and shareable

Social Media Strategy

• Mix personal and business content
• Share behind-the-scenes content
• Focus on authentic engagement over likes
• Respond personally to new followers
• Be consistent with posting
• Create content that encourages direct messages

Email Marketing Tips

• Segment your email list based on:
  • Geographic location
  • Interest levels
  • Client type
  • Engagement level
• Personalize content for each segment
• Test different frequencies
• Focus on providing value over generic content

Platforms & Resources Mentioned

• Meta Business Suite (Facebook/Instagram)
• TikTok for Business
• Substack
• WM Brown Magazine
• Air Mail News

Guest Information

Ashley from Refined Creative Co

• Background: 9 years in investment industry before starting Refined Creative Co
• Expertise: Brand strategy and marketing
• Email: [e-mail]
• Social: @RefinedCreativeCo

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