Companies that Get It: Mick Hooper & Crosswind Realty

December 4, 2007 | Leave a Comment

We analyze the marketing practices of small businesses everyday and constantly see a lot of room for improvement. In our travels, we occasionally run across a company doing it right. This Blog series will focus on companies who get it and what they are doing right!

I would like to introduce you to Mick Hooper who owns and operates Crosswind Realty. I have had the pleasure of working with Mick as a customer as he is representing me as a broker for a property I have on the market. Mick stands as a shining example of how marketing for a small business should be done. And he has done it in what is arguably one of the most competitive, me-too marketing and commodity riddled industries in existence: Real Estate. How can anyone really standout in Real Estate??

For all those small businesses out there that think they must compete on price or by trying to out-gimmick your competitor, this is for you!

Lake Travis Lifestyle!

Mick has been tremendously successful at carving out a niche market in the highly competitive real estate industry by focusing exclusively on the Austin lake area properties and is a true expert in all things Lake Travis. He has the unique advantage of showing you your future home with a view from the lake – right from his office. That’s because his office is literally a 43’ yacht appropriately named ‘The Office’. Mick has been featured on The Travel Channel on an aired episode of Vacation Home Search, featuring Austin waterfront homes on Lake Travis. Needless to say, he is passionate about the lake lifestyle in Austin.

His message is conversational, fun and educational all at the same time. He speaks to his audience from a position of knowledge with a singular message in everything he does. And he demonstrates that expertise through his Blog, his website and all other forms of communication. For example, his email newsletter, which of course contains the latest hot listings, also focuses on bringing you news from the lake, such as his reminder about the Holiday Boat Parade and Fireworks Extravaganza. Or about the economic aspects of buying property in the Austin lake area. He recently hosted a party for all his clients and prospects called Dock-toberfest at, where else, Lake Travis of course.

The Company In Action

Working with Mick’s company as a customer and their marketing efforts of my property have been no less impressive. In break neck speed my property was profiled and released with photos, a virtual tour and featured on both of Mick’s websites: www.greater-austin-homes.com and www.laketravishomes.com. It is also featured in multiple MLS systems, AustingHomeSeach.com, Realtor.com, Yahoo Real Estate and about a dozen others!

I have literally never had a chance to wonder if my property is getting the attention it deserves. The ongoing communications through multiple touch points systematically keep me in the know on how my property is being marketed. I recently received a Marketing Report Update which showed me how many unique web visitors have viewed my listing and how many took the virtual tour! (By the way, there were 11,314 unique visitors in 4 weeks!) This is referral marketing at its finest because through this process, he has already convinced me to shout their praises from the rooftop.

Mick’s grasp of internet marketing is astounding and he clearly understands the value the internet can bring a local small business.

All those small companies with NO website because you think it doesn’t help a local company, listen UP!

Internet Marketing Extraordinaire

Mick’s site is all about local, specific to the area, speaking to people about the Austin Lake area lifestyle and property. He ranks amazingly well for local searches in Google. Mick’s site is engaging and fresh and lacks nothing in delivering the information you as a prospective buyer of lake property might need. He gives you access to his MLS search in return for letting him send you valuable information. I receive these communications and they are not sales pitches, but just great relevant information. He keeps it all fresh through fun photos depicting his lake lifestyle and Blogs all about your potential lake lifestyle and local waterfront real estate news: www.laketravishomes.blogspot.com. He features customer testimonials throughout which give you to confidence you are working with a successful company. You get to know Mick and begin to know, trust and like him. And more importantly, you begin to look to Mick as the expert. And who wouldn’t rather work with an expert!

Summary of why he gets it:
• Mick clearly understands people do business with those they know, like and trust.
• He has a tightly defined target market and singular core message
• He creates credibility through educational and informational marketing
• He has become the expert on Lake Travis property
• Has created his site as a resource rich web presence to deliver that expertise
• multiple points of contact create a marketing conversation with his audience instead of self promotional ‘marketing speak’
• Sound internet marketing practices through great local search rankings, opt in email marketing, relevant and fresh informational content, testimonials and Blogs

For a small business looking to make a change in their marketing, there is no better role model the Mick Hooper and his company Crosswind Realty. As a customer I am gushing, as a marketing professional it makes my heart happy and validates what I do and believe in. I have little doubt that Mick will sell my property and little doubt he is the guy to do it. He leaves nothing on the table! Kudo’s Mick, nice work!