If you are going to invest in creating a tag line for your luxury or any other branch of real estate practice, you have to make sure your tag line makes sense. Pictured above is a maintenance van filled with tools with this tag line, "Short Term Rentals, Long Memories"as we were driving to our class. We were both puzzled by this one,
What does it mean? Usually people have long memories when their place was trashed by renters. Is this truck on its way to remedy a disaster? As we passed the van, we were able to see the brand name.
The brand and the message are not congruent. We have an acquaintance who rented a beautiful home on the beach for a family vacation. This is where his wife decided to announce she wanted a divorce! He would never book a stay there again.
Compare this with the Fed Ex tag line: The world on time! or Nike's, "just do it!" You don't have to think and figure it out. It just makes sense.
From a personal point of view, we love staying in nice places when we travel. Although a nice place is part of the memory of a vacation, what takes priority in our album of memories is the location. The place we stay at is secondary at best to the joys and adventure of the destination.
When you come up with a tag line, make sure it is congruent with the brand and its focus. Give it a stress test, if it passes use it, if it does not forget it! Perhaps you will realize your do not need one!
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