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Can A "Super Princess" Sell A House?

By Michael Oden

Services for Real Estate Pros with New Horizon

September 09, 2015 01:59 PM

Super Princess

There are so many stories I could tell you about my childhood. From the times I played baseball in the backyard to the duels on the basketball court. Growing up, I thought I was invincible. I had so many hopes, wishes and dreams.

All while in the comfort of my parent's home.

Companies small and large use creative storyboards and unique marketing messages to sell the "story" vs. the product or services. The story is how a advertiser's products/services make prospects "feel," the transformation a prospect will experience by doing business with the advertiser. Coke sells "smiles" not cans of sugar. That's all they could find to actually make good on the promise. Never once have I seen a coke commercial on TV that said "buy coke." The models look into the camera, smile and sip but never do they utter "Buy coke today while interest rates are low and demand his high!"

As marketers who happen to work in the real estate industry why do many of us fail to use any creativitty in our marketing and advertising? Is creativity and uniqueness banned by our local real estate commissions? Are we afraid to reference anything beside "the market" in our ads? Is it written in the "unwritten" real estate agent operational handbook "Thou shall NOT make people smile with my advertising?"

Currently I am listening to "The Millionaire Real Estate Agent" by Gary Keller. In the book, the author makes several references to the fact a real estate agent should cover fundamentals before getting creative in his lead generation, listing and leverage processes. No where did the author say, "don't get creative." Just "know your stuff", before applying the fancy stuff.

Einstien

Do you use creativity in marketing your real estate business?

If yes, why? Have you gained a competitive advantage in your market place? If so, please share.

If no, why not? Think it's stupid? That's a valid point too. Please share why you think using creativity in marketing your real estate business is a waste of time and money. Your thoughts are valid too.

At the end of the day there is no such thing as bad marketing. Return on investment is the only true measure of marketing success.

Just my two cents...

Michael Oden

Please visit our Facebook Group for more cool and unique marketing ideas for your real estate business. www.TheRealtorSuccess.com.

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Jill Murty, Realtor - Orange County, CA

Movoto - Laguna Niguel, CA

I really like this post! I think it's fun to be fun. I'm serious about the job, protecting my client's best interests and all of that really important stuff, but with a sense of humor.

I've written real estate inspired poems for marketing pieces. I think they're funny and can be considered a lot of things, none of which are literary genius.

Sep 09, 2015 02:48 PM

Michael Oden

Marietta, GA

Excellent feedback Jill. I agree with you. I actually can be a very serious person, maybe too serious at times. But I love to engage with people, prospects, etc in a light hearted manner. Why? Becuase building business relationships have been easier for me when I make people smile. They get to "know, like and trust" me quicker, they feel comfortable. Then it's easier to get down to business. Thanks for your input!

Sep 09, 2015 07:36 PM

Randy Hilman REALTOR® Associate Broker

Randy Hilman Homes in partnership with Bean Group - Moultonborough, NH

Guide & Mentor to Home Buyers & Sellers

Good morning Michael Oden. Good post. The latest buzz in marketing is storyscaping, that is, having the consumer interact with the product's "story" in a way that creates product stakeholders who identify with a company and its products and are themselves motivated to grow the brand by endorsing it.

One AR member wrote the other day that, in the predictable course of business, marketing is all about focusing attention on the product. Respectfully I say that's a wrong notion to hold on to in a vast internet marketplace where practically everyone now acknowledges that consumers really do rule the buying experience. It's why companies today relate cars to "love" and homes to "life" and, yes, Coke to happiness and joy. In real estate sales today, the product, while contributing to the sales goal, is not the object of the sale. A favorable consumer experience which can be managed over time is the marketeer's object of sale A failure to understand this dynamic is why many agents mistakenly think that paid ads, the promotion of themselves and signs on the lawns of their three-bedroom, two-bath homes is a marketing plan, when, in fact, it's little more than advertising and promotion.

Sep 09, 2015 10:09 PM

New Horizon - Marietta, GA

Marketing Coach & Accountant for real estate agent

Randy, thank you. Your comment supports the post and the Mission of Realtor Success, 100%. We encourage the Realtor community to stretch your imigiation when it comes to marketing your services. Being "creative and unique" in how you advertise your real estate business does not make you look "un-professional" in the eyes of the consumer. Tastefully and professionally done, who isn't in the market for a good, wholesome smile?

Sep 10, 2015 12:52 AM

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Michael Oden

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