A large billboard came into focus along the interstate, the final indicator that my weeklong vacation at Lake Tahoe was over: “Now recruiting dual-career agents” Big. Bold. Proud. And insane. A large regional real estate company planted this billboard. I wondered for a moment why a respected real estate brand would do such a thing. [...]
Posts Tagged ‘Advertising’
Real estate advertising in the language of benefits
Too often, real estate advertisers focus on features or claims of superiority. “We’re the best.” “We’re #1.” “We lead the industry.” Accomplishments worthy of praise. But from the prospective customer’s perspective, what of them? If you want to own your customer you need to connect the feature dot to the benefit dot.
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Finding Customers in the Palm of your Hand
I got a sneak peak into the stats for Realtor.com’s new iPhone app this week. Something jumped out at me from a laundry list of impressive statistics (e.g., over 100,000 downloads in the last 18 days, consumers use the app on average about twice a day; the average session time is 16.4 minutes). iPhone users generate [...]
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Like a Man-Lamb tethered to the Space Shuttle floating miles above the competition
[Note: I offer the following as a playful prayer for an end to "personal" branding in real estate] *** I want to do my part to help you. If you want to nail a great brand identity, do this: Start with Photoshop. Don’t bother reading the manual. The truth is, the more you know, the [...]
Comparing Website apples to Website oranges
Steve Harney is a big man. He needs to be to house his big heart. And his big brain. Steve is also filled with extraordinary common sense, which I benefited from today as we conversed about everything from stick ball to bagels to real estate.
Real estate brand advertising and the Burger King Problem
[Beware: This post is a bit of a rambler – I’m thinking about several issues here that I will flesh out later.] Does consumer-facing brand advertising – print or online – work in real estate? Rarely, I think. But I don’t put the blame on the medium; I put it on the messengers. Think about [...]
Great marketing versus stupendously bad marketing
Good marketing A good marketing campaign begins by understanding what you’re trying to achieve. It helps define who you are, what you stand for and how your brand should be perceived. Marketing helps you shape your image; or that of your product or service.
From Carchemish to Ur
I wrote about this home a few weeks ago in a post titled Susquehana Real Estate Company. Between then and now, I have been gone from home and focused on other things.
The Susquehanna Real Estate Company
This is not a picture of a yard sign from the 1980′s. I wish it was. It’s actually the sign I’ve been staring at for months as I drive drive down my block. The mere thought of it now makes me crazy.
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Freaking... - Jeffrey Douglass: I agree with Kevin on the Re-max thing, but that is just more big box spin than walking the talk....
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Tags: Add new tag, Advertising, Agents, Change, Commentary, New business models | Filed in: Marketing 37 Comments
I have no doubt this video will stir your emotions. You will be shocked by the possible and blatant transgression of copyright violation displayed by the makers of this video who may not have obtained permission to create derivative work or the license required to synchronize their composition to video.