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Posts Tagged ‘Branding’

Brokers: embrace difference, love the eccentric

By Marc Davison | March 9th, 2010
Tags: , , | Categories: Brokerage 12 Comments
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In a recent post I waxed on about the type of agents I would recruit if I started a brokerage.
As someone who believes branding results from the conscious decisions you make about what you want the world to remember about you, well, I’d create something memorable. And a brokerage filled with salespeople isn’t memorable. It’s commonplace.
So why duplicate [...]


Brokerage from the ashes

By Marc Davison | December 17th, 2009
Tags: , , | Categories: Brokerage 10 Comments
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1
Weeks prior to the roll out of his company’s new website, Mike and I spoke about a launch campaign. A plan was prepared keyed to the eyes and ears we needed to reach – those of Mike’s agents internally, competing agents externally and, of course, the public.


Must Reads

Let us proclaim the mystery of brand

By Brian Boero | November 29th, 2009
Tags: , , | Categories: Marketing 6 Comments
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The Monsignor’s head would turn towards me almost imperceptibly.
Up from my kneeler, I would unhook the censer from its stand and place a purple cone of incense among the embers in its well. Plumes carrying age-old mysteries curled upward.


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Like Moses from the mountaintop, make manifest your values

By Marc Davison | October 19th, 2009
Tags: , | Categories: Brokerage 11 Comments
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When was the last time you stole something?
Or harmed someone?
Perhaps, from time to time, you’ve considered these things. But you refrain.


It’s 2009, brokers. Do you know where your marketing director is?

By Marc Davison | October 15th, 2009
Tags: | Categories: Brokerage 19 Comments
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I met Roy yesterday for the first time. He is a mild-mannered kid from California.
And he single-handedly runs the marketing department for one of the most innovative brokerages we’ve run across.
Roy doesn’t spend his days paginating newspaper ads, writing About Me copy for agent websites or Tweeting about his lunch.


Real estate brand advertising and the Burger King Problem

By Brian Boero | September 16th, 2009
Tags: , | Categories: Marketing 13 Comments
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[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 it: How many [...]


If a small midwestern brokerage can do it, you can too

By Marc Davison | August 24th, 2009
Tags: , , | Categories: Brokerage 12 Comments
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While viewing video footage of a customer appreciation event thrown by one of our broker clients, I was alarmed by the soundtrack the videographer chose: It was “Satisfaction” by The Rolling Stones.
This song, replete with sexually charged lyrics and anti-commercial messaging, played over two minutes of families and friends sharing in the day’s events.
I e-mailed [...]


Breaking away from the “Undifferentiated Realty Mass”

By Brian Boero | August 18th, 2009
Tags: | Categories: Marketing 9 Comments
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Across the landscape it spreads, sticky and slow, a human jelly. Few escape its warm embrace. Once covered in its unguent, few escape.
A million cells floating together. Suspended in an ectoplasm of perverse incentives and low expectations.
I speak of the Undifferentiated Realty Mass.


Great marketing versus stupendously bad marketing

By Marc Davison | July 20th, 2009
Tags: , , | Categories: Marketing 24 Comments
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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.


Repositioning for the future

By Marc Davison | July 2nd, 2009
Tags: , , , | Categories: Brokerage 14 Comments
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First published on Inman News 7.1.2009
Read Part 1 here
A brokerage model of the future is coming.
Some might suggest they’re already here.
One might be stealing your client right now.
In the blink of an eye Hawaii Life Real Estate Services launched and became the No. 1 real estate site in Kauai. Soon after, they went from [...]


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