Last week I heard my pal Walt Baczkowski, CEO of the Metropolitan Consolidated Association of REALTORS®, make the statement, “real estate has become entertainment.” The statement struck me like one of those V8 smacks to the head. The more I thought about it, the more the statement became true. Just look at the local TV cable listings and you’ll see shows like Flip That House, Home Makeover, Designed to Sell, House Hunters, etc. Real Estate is Cold; Real Estate TV Hot proclaimed RealityTVWorld.com recently.
In addition to reality TV, many shows like Two and a Half Men and Reba have supporting characters that are real estate agents. Unfortunately, these shows often portray agents is a rather unflattering manner.
In my little neck of the woods, real estate has been one of the top 10 news stories for the past 4 years (number 1 for a few years), and we have 2 or 3 media inquiries a week wanting an interview for this or that real estate issue.
So if you buy into the premise that real estate has become entertainment, I ask you “are you entertaining?” If you are a REALTOR®, you are likely charming and engaging (I think that is required by Article 18 in the Code of EthicsJ), but are your marketing efforts interesting, informing and/or humorous? Are you using YouTube for the goldmine it can be? Are you still doing the same ad layouts you used 5 years ago?
This post is not intended to give you the answers, but I hope it will help you understand the questions you need to ask. Below are links to some examples of entertaining REALTOR® marketing efforts. You probably do not want to copy these, but you should seek out your niche in this new paradigm. Consumers want something in return for paying attention to your marketing – what will you give them?
The Hot Tub REALTOR® – This YouTube marketing gets 5 stars for creativity, 2 stars for execution, but is probably not going to have too many copycats.
FSBO Site Video – this non-REALTOR® gets it.
REALTOR® Web Site – This is a local Charlottesville firm that does very interesting looking ads as well as this web site.
Sometimes it may be used against you – this is what the media curmudgeons will do to you if you don’t keep it real.
Partnership with TV – in my own little world, we have partnered with the local NBC affiliate to bring informative content, including podcasts, articles and property searches, to their web site.
There are bunches of examples of REALTOR® marketing that understands this new reality. Post yours here and help us all look for answers to the question – Are you entertaining?
Brian Brady says:
The foremost rule, of my marketing, is never be boring. People will forgive pushy, people will forgive goofy but they won’t forgive boring; they’ll click away or throw it in the trash.
Even more astounding is the meteoric rise in interest in real estate. I’m often stunned about how much consumers discuss real estate in social settings.
So, if the interest is there, why not play to win?
March 20, 2008 — 6:35 am
Mike says:
Each link for the examples went to the same site. I would love to see the other examples.
March 20, 2008 — 11:06 am
Jeff Bernheisel says:
Hey Dave,
FYI – All your example links are pointing to the same site. Pace Real Estate something er other…
March 20, 2008 — 1:17 pm
Smithers says:
what they said. links needs fixing.
March 20, 2008 — 1:27 pm
Dave Phillips says:
Okay, links are fixed. Not sure what gremlin took over the original post.
March 20, 2008 — 2:24 pm