The (Simple) Secret Sauce of the RH Brand

I usually despise getting mail.  Paper bills that I pay online, useless coupon books, circulars to stores I don’t shop, junk mail, shiny real estate postcards, and home improvement catalogs.  Most of it goes straight to recycling.  The one exception is the RH catalog, officially known as the RH Source Book.  

The RH Source Book has a profound effect on the recipient.  It’s as if you have been hand-selected to receive this glorious piece of mail.  Not everyone cares about design, style, and high-quality, timeless pieces like you do.  This isn’t sent out to anonymous postal recipients. It has YOUR name on it.

It earns a place on your coffee table. It says something about you. The design and imagery are pleasing and aspirational.  The paper stock is high quality and elegant.  It looks more like Vogue or Architectural Digest than a retail catalog.  Even if you’re not in the market for new home furnishings, you still can’t discard it.

The RH Source Book was unveiled in 2009 to showcase products that couldn’t fit in the stores, and today comes in a version for Interiors, Modern, Outdoor, Rugs, Baby & Child, and Teen.  In most markets, it’s the only way for customers to shop for products. 

If you’re interested in brands that chart their own course for success, RH is one to follow.  At a time when all other retailers are reducing their footprints, shuttering stores, and growing their digital presence, RH is doing the exact opposite.  Investing in massive, hospitality-meets-retail flagship locations, RH Galleries incorporate high design, architecture, stunning outdoor spaces, and light-filled restaurants in vibrant urban locations.  

The Palm Court restaurant, RH San Francisco

Like all of CEO Gary Friedman’s endeavors, the RH Source Books are extraordinary pieces of work.  With an unwavering commitment to the brand’s physical presence, Friedman has proven that his physical stores and tangible marketing pieces can bring the company more success than its digital counterpart.  To this extent, Friedman has kept the brand off social media entirely.  Aside from allowing others to rave and talk about RH products on their channels, the RH brand has no official social media channels of its own. 

RH San Francisco, Roof Lounge

So how has Friedman achieved so much success through experiential marketing and positioning of the RH brand?  He appeals to the emotions of his customers and strives for “insanely great” outcomes.  Notice how you feel the next time you enter one of the remarkable RH Galleries in Toronto, San Francisco, New York, West Palm, or any of the other 27 locations. 

3 Arts Club Cafe, RH Chicago

As real estate agents, you too can instill this commitment to emotional value in your marketing.  Put your customers at the center of your campaigns.  Be aware of how much they are inundated with salesy messaging, solicitations, opinions, advice, and clickbait, and offer something else.  Be authentic and meet your clients where they are.  Break through the noise by providing valuable content that appeals to all of the emotions of a real estate transaction and household move.  Bring the spirit of hospitality into your business, and aspire to achieve insanely great outcomes for your clients. 

Are you ready to level up your marketing and generate more listing leads?  Reach out to us today at [email protected].  

References: Business of Home