Have You Gone Missing?
Does your market know who you are? Do you market yourself? Do you push yourself forward? Even though Michael Donnachie has been in the real estate game for more than forty years, he has most certainly not gone missing. He will do what has to be done, in the name of charity and profile.
Constantly inventive and naturally likeable, Michael is both passionate and brilliant at social marketing. Working in the United Kingdom, he is a senior partner with Michael Anthony, a boutique brand, which has five offices covering Aylesbury, Tring, Hemel Hempstead, Bletchley and Milton Keynes.
Selling homes for over the 280,000 pounds on average, the middle market group sell every type of home from Elizabethan properties to Victorian terraces. Michael says, “As the town has grown, it’s expanded outwards. You can see the layers. It’s almost like an onion. So it’s like just different layers as it moves out to the 1920s houses, then the 1930s. Then you’ve got the 50s, 60s, 70s, and now the town has been expanded beyond belief.”
Recently, he took part in a tandem skydive in aid of Chilterns MS Centre, a Wendover-based charity which his business actively supports. Michael joined seventeen other jumpers at Hinton Sky Diving Centre, near Brackley and fell from 10,000ft. He says, ‘I’ve done it once and I won’t be doing it again. I felt like I’d been through a washing machine where the guy tumbled me out the plane and then spun me round and round.”
But it was all for a good cause. Michael says, “We’ve managed to raise 17,000 pounds from that parachute jump. So that is quite incredible.” And…he also showed his market, who he truly is – a man of principle who will do whatever it takes, no matter how exhilarating or terrifying to raise money for charity. The jump also got his community talking. Everyone knew about it. He is not invisible.
Michael says, “We’re in a different age now and everybody’s using social media. If you’re not on it, you’re going to be irrelevant. You’re going to disappear. You need to be out there. You need to be seen. In our type of market, people want to hear from you. They want to know that you’re the authority and that you are a decent company with morals, and you’re doing the right thing.” He creates videos for example, which explain how to deal with heavy snow, advising people to call the office if they require a plumber in the event of pipes freezing.
His ethical tone is carried through all of Michael’s communications. He radiates authenticity and trustworthiness. For example, his fundraising page for the skydive explains his motivation and inspiration, which makes it personal. He requests assistance elegantly and then gently asks others to share.
I’ve created this page because I want to make a difference. I’m inspired by the work of Chilterns MS Centre and wanted to support them by raising money as part of my participation in Skydive 2019. Please help me help them by giving whatever you can, by using the ‘Give Now’ button. The more people that know about Chilterns MS Centre, the greater their impact, so please also spread the word by sharing my page with your friends and family. Thank you in advance for your generosity, it means a lot!
Michael and his team also work with local businesses, which not only builds a sense of community but also again communicates the collaborative spirit of the Michael Anthony brand. Michael says, “We’ve had a new restaurant open near our office in town. The guys there are lovely, and they’ve been struggling. We are doing a deal with them on vouchers. We give our clients vouchers to the restaurant. Now obviously those vouchers are at a discounted price to us, but the client then gets something off of it too. The vouchers can also be used for the local schools or raffle prizes. It helps the restaurant. It gets people footfall through their door. We’re seen to be helping out. Everybody wins. It’s great.”
Michael also opens up his own home as part of his commitment to building a sense of community in his local area. In the lead up to Christmas, he is hosting an event at his house. He explains, “There will be live musicians and people will be able to donate to the local multiple sclerosis centre. I’m doing the drink and the food, and the other guys are doing the singing and the entertaining, and it should be a good night with a few old clients coming around as well.”
The team also take a proactive approach with open homes. With a recent property, they conducted a social media campaign, which said, “Come and join us for a cup of coffee and a mince pie. It’s that time of year.” Michael says, “We get some of the neighbours in. We get to know them. They see what we’re doing. They might not buy the property, but at least it’s good PR for us because they see that we’re being proactive in our marketplace.”
His civic building activities have not gone unnoticed. He says, “We’ve just won, for the whole of Buckinghamshire, the award for corporate and social responsibility. We help to run the marathon, raise money, help local scout groups, local schools, football teams and the netball team. We will not turn somebody away. If they’re just even doing a little fete or something, we’ll always donate. We’ll always do something. It gives us great traction. We’re well known for that and we’re a well-known agency and I push myself forward on that as a local chap out here.” Again this helps build the brand and the voice of the brand.
So what are you going to do to push yourself forward?
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“People want to know that you’re the authority and that you are a decent company with morals, and you’re doing the right thing.”