We offset marketing dollars that were not working and plowed them into Discover. It worked”
- Top Agent at Pinnacle Estates Valencia Office 8 consecutive years, Top 10 Pinnacle Estates agent 2 consecutive years
- Diamond Club, Platinum Club, and Multimillion Top Producer
The Goal
Market Domination
- Jim Chikato aimed to dominate his market encompassing two small towns in Northern LA County. Despite efforts with postcards, billboards, and community involvement, standing out remained challenging. However, in 2016, Jim partnered with Discover Publications, which proved transformative. Integrating his existing strategies with Discover’s platform catapulted Jim’s market presence to new heights.
He aimed to create a real estate publication that blended entertainment with utility. His vision included showcasing listings alongside engaging articles, useful recipes, and local stories and events that resonated with readers. Jim anticipated a positive response to this multifaceted approach, which was well-received by his audience.
The Solution
Jim’s publication was a foundational part of his marketing strategy, but just a part. He targeted about 5000 homes (no apartments or mobile homes) and built a comprehensive plan. He created a special “farm” Facebook page long before Instagram took off, and purchased placements on two large billboards.
- Quantity: Jim began with a farm of 3,300 homes in 2016, expanded to 5,000 homes in 2018, and to 5,600 homes in 2024.
- Frequency: Quarterly mailings from the beginning. 3-month intervals worked for Jim because he maintained excellent consistency, farmed with other touchpoints in between, and marketed with other channels to reinforce his brand throughout the quarter.
- Advertising: Jim leveraged Advertising from the beginning to maximize his farming budget. Early on, advertisers covered $600 to $1,200 per publication. Since 2024, more than $2,100 of his paper is paid for by Ads. Discover manages Jim’s advertising billing and service.
