His question caught me off guard: “How do we stack up against the other real estate companies you’ve worked with?” I paused briefly before answering. Not because I didn’t have an answer. I was just surprised by such a question coming from a respected brokerage CEO in the middle of an impromptu video chat. I [...]
Posts Tagged ‘Branding’
Apples, oranges and the real estate marketing fruit bowl
You may know HTC as the object of a lot of smart phone industry buzz. What you may also know is that their phones – Evo, Aria, Eris and Incredible – are taking this industry by storm. They’re kicking Nokia’s nuts and threatening Apple’s attempt to corner the market. How is that happening? I decided [...]
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Not a single ounce of ouch
Katherine is my dentist. Her profession is one that is typically associated with apprehension. Not for me. These days, I love going to the dentist.
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Waking up from the real estate marketing dream
Cleaning out the drawers last night I rummaged through a stack of real estate business cards. One in particular grabbed me. It featured, in big letters, the following statement: “I deliver dreams“ I called the number on the card. It had a 404 area code and I got voice mail. Nevertheless, I ordered two dreams. [...]
Can a real estate brokerage matter?
June 4, 1942: Capitol Records opened its doors on a vision founder Johnny Mercer expressed while golfing with friends. He was tired of listening to the way everyone treated music. And the musicians. He could do better. 1946: He proved himself right. Capitol had sold a total of 42 million records. Their acts – each [...]
Brokers: embrace difference, love the eccentric
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 [...]
Brokerage from the ashes
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.
Let us proclaim the mystery of brand
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.
Like Moses from the mountaintop, make manifest your values
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?
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.
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- Cyndee Haydon: Wish it didn’t hit home so much! It makes me disgusted everyday when I try to book appointments...
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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....
- Kevin Tomlinson: The commercial would be more compelling if Re/Max wasn’t associated w/the most part time...
- Annie: Agree with all comments about the same old pictures of houses in shop windows. At least in the USA you can get...
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A mist of difference
