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Obama on Marketing - Yes We Can!

By
Real Estate Agent


 

This post is not about politics. It is about marketing.  It is about marketing that is good enough to win the office of President of the United States of America. Good marketing is always about us.

It is not about you.

To win the trust and eventually the business of your clients you also need good marketing. Good marketing that is not about you. It is about what you and your clients can accomplish together.

It is not about you.

Political marketing is plagued with marketing that is all about the candidate: "Look how great I am." "This is what I stand for."

Let me tell you something Mr. or Mrs. candidate; It is not about you.

Real estate marketing suffers the same disease: "I sold $10 million of real estate last year." "I have 25 years of experience."

Real Estate Agent; It is not about you.


What it is about is what we can accomplish together.

 

Obama understands this truth and has managed to capture my imagination as a result. Because he cares more about how great we can be together, I don't care so much about how great he is.

 

(The video below is of his concession speech for the New Hampshire Democratic Party Primary election. The music video above is built on this speech.)

Barack Obama, "Yes We Can" video by music group Black Eyed Peas

Comments (30)

Kathi Frank
Kate Writes Right - Houston Heights, TX
The Woodlands TX

Jonathan, you have expressed my observation about today's marketing message in a way that would be hard to express otherwise.  I believe that the reason why people claim that internet leads do not work is because the AGENT does not understand what the internet buyer wants. 

You are absolutely on target that they no longer want to know about our volume of business and how wonderful we are.  They want an advocate that respects them enough to focus on them as the client.  They are indeed empowered by the knowledge gained on the internet and they want to control access.  If our focus is on our own "stuff", they will click to the next agent.

Feb 03, 2008 10:19 AM
Elaine Hanson
Coldwell Banker Realty - Malibu | Topanga - Malibu, CA
REALTOR - Topanga, CA Real Estate Agent
I got it, Jonathan.  Although consumers do still fall for the "I'm Number one" tactics, they will respond more passionately and at a deeper level to "What do you need" and someone who demonstrates that she/he will listen and respond to those needs.  Information and service are what consumers are looking for, the essentials of going forward in this business.
Feb 03, 2008 11:58 AM
ARDELL DellaLoggia
Better Properties Seattle - Kirkland, WA

People want so much to be a larger part of their outcome.  They don't always want someone to simply DO things for them, especially buyers.  That's why Do It Yourself Real Estate, at least in part, is so popular.

Feb 03, 2008 12:57 PM
Benjamin Clark
Homebuyer Representation, Inc. - Salt Lake City, UT
Buyer's Agent - Certified Negotiation Expert

Great Music Video! Point taken: We need to find a message that resonates with the public - not one we like hearing ourselves.

That is the key to viral marketing.

A message about YOU will not resonate and be passed around. It may reach one or two layers deep, but it will get ignored and discarded after that.

There isn't much excitement in a message that has no meaning for those who receive it and does not inspire them to share it with others.

Feb 03, 2008 03:35 PM
Linda Sanderson
Coldwell Banker Solano Pacific - Benicia, CA
I appreciate your flair of getting to the point.  I really think your post did the same thing that he did with his marketing.  It was inspirational.  Thank you for sharing.
Feb 03, 2008 04:01 PM
Dan Forbes
Bradenton, FL
Good points about marketing.  The consumer is asking, "What's in it for me?"  That's really what THEY care about.
Feb 03, 2008 09:28 PM
Jill Wente
Better Homes and Gardens Real Estate | Gary Greene - Spring, TX
Realtor, CRS, MCNE, CHMS
Jonathan: Absolutely agree. Every Realtor's point should not be how great I am. It should be how they can help their customers. Some Realtors think that practicing real estate is a popularity contest. But it should not be. This is a service industry and let's not forget who we are servicing.
Feb 03, 2008 11:59 PM
Lane Bailey
Century 21 Results Realty - Suwanee, GA
Realtor & Car Guy

Ok, fair enough, Jonathan.  Although I think you should pay more attention, because it has a much greater impact on you than you could imagine... but...

How do you feel when you get an empty marketing message?  It says all of the right things and moves you in all of the right ways.  And then... it isn't what it appears.  The X-ray glasses don't see through the clothes.  The golf ball doesn't fly farther.  Oil consumption is only cut by 2%, but the price of corn goes through the roof.  The car doesn't get 50mpg, it only gets 38mpg... and your "not a hybrid" was doing almost that.

One feels betrayed.  Ripped off.  

Not only do we need a great, consumer focused marketing message, but we have to back it up.   

Feb 04, 2008 01:23 AM
Ray Nellum
Envision Real Estate Group, LLC. - Fort Smith, AR
Fort Smith Real Estate
Jonathan, "Yes We Can".  This business is about what we can do for others and working with our clients.  Yes, we can...
Feb 04, 2008 02:43 PM
Fran Gatti
RE/MAX Integrity - Medford, OR
Managing Principal Broker - RE/MAX Integrity

Jonathan,

Thanks for bringing it to our attention.  I have read other posts about it being all about the consumer and not about me.  I am changing my approach to marketing.  We'll see what happens in 2008!

Feb 04, 2008 03:49 PM
Ginger Wilcox
Sindeo - San Francisco, CA
Every year in January, the large egos in the industry publish pages and pages in the real estate magazine about how many homes they sold, how they are #1 in this niche or that.  I keep wanting to take out a full page ad and saying something like,  "I am not number #1, YOU are." 
Feb 06, 2008 08:18 AM
Ginger Wilcox
Sindeo - San Francisco, CA
Hit submit too soon!  Obama is an amazing speaker and amazing marketer.  He inspires me every time I hear him speak-  he makes me want to get out and make a difference - that is how to connect with people.  Everyone is tired of me, me, me!
Feb 06, 2008 08:20 AM
Alexander Harb
Knights Investing - Mesquite, TX
Dallas, Texas Real Estate Investing

Jonathan.....

You put this so well in your post......

"People don't care about how much you know, till they know how much you CARE..."

Knowledge is worthless unless you have HEART and GUTS behind them...

=-)

We'll see who gets the Presidential nod this time around... the jury is still out for me...I am registered "Independent"...I can go either way...I vote for who is BEST, Dem or GOP....

See ya!!  =-)

Feb 06, 2008 06:52 PM
marti garaughty
garaughty.com - Montreal, QC
a highly caffeinated creative type...

 Hi Jon, you totally summed it up with "It is not about you... What it is about is what we can accomplish together."...

 It's the ultimate marketing challenege and Obama connects with people in such a human, "I'm one of you" sort of way. He makes everyday people feel like they're part of the team.

Feb 11, 2008 08:55 AM
Tracy Riba
HomeTowne Realty, Johnston County NC - Clayton, NC
Residential & Commercial NC Real Estate Broker

Great marketing but isn't really about the money behind the marketing????  No jabs intended.

Feb 12, 2008 12:37 PM
Dionne Morgan
Realty World Solano Realty - Vallejo, CA
Broker REALTOR ,GRI, e-PRO

 Jonathan. What a thought-provoking post.

Thanks for sharing a magnificent example of effective marketing. I can clearly see a massage that is targeted to the needs of the recipient, It certainly makes perfect sense.I appreciate the videos that clearly support your points of view,

Warmest regards,

Feb 13, 2008 02:07 PM
Anonymous
Lance Winslow
Yes, I tend to agree with you. Obama has delivered his message better than the rest. And he has garnered endorsements, campaign contributions and media support too, all because of it. I have only heard him make a few mistakes in all the times I have seen him on TV. Indeed, I think he is running the best marketing campaign, speaking totally objectively, without politics, yes, I agree. Good example. Lance
Feb 13, 2008 06:42 PM
#27
Rich Schiffer
Swarthmore, PA
Referral Agent, e-PRO

Nations move forward when their people are motivated, inspired, and unified.  Without those traits we slide into complaceny that dares not challenge the status quo.

In the American Revolution, a ragged, loosely organized militia, unified by a humble surveyor named George Washington, and motivated by the promise of something greater than themselves defeated the world's most elite army.

A short, balding man named Ghandi saw the possibility of greatness in his fellow countrymen.  He inspired millions them to join him in a non-violent revolution.  Together, they freed India from Brittish occupation.

In the midst of oppressive social conditions, a seminarian in Chester, PA saw the possibility of a world of racial harmony.  Dr. Martin Luther King, Jr. rallied a nation and brought about a wave of social reforms that rippled around the globe.

A Catholic man woke up one day and told the nation that our potential was so great that we could go to the moon if we only tried.  JFK was proven right.

Jonathan is right. Politicians that inspire people ultimately make a more lasting impact in our lives than anyone with a self-promotional agenda.  If we can do that in our business...the sky is the limit.

A leader need not have great personal vision. 
A leader needs simply to see the potential in others.
A great leader inspires others to meet that potential.

Feb 14, 2008 01:13 PM
Celeste "SALLY" Cheeseman
Liberty Homes - Mililani, HI
(RA) AHWD CRS ePRO OAHU HAWAII REAL ESTATE
Well, he is from....Hawaii lol!  And you mean it's not all about ME????
Feb 22, 2008 10:02 AM
Kate Elim
Dockside Realty - Spotsylvania, VA
Realtor 540-226-1964, Selling Homes & Land a

Jonathan...Pretty convincing post.  I'm going to take a good look at my marketing material to see how it stacks up and how I can improve it.

Thanks for the prod!

Kathleen 

Feb 22, 2008 01:23 PM