Almost Wordless Marketing: When Very Few Words Are Needed!!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

When I look at real estate ads, I often find them full of words and information that may be pertinent, but does not engage the onlooker to know more.  We refer to them as head shots and house shots, and pardon me if I offend, they are boring.  None of them capture the essence or the feeling of the home that is being sold. 

 

The ads that speak to us capture a sense of the lifestyle and what it would be like to live there.  One of our client's photographers captured a photo of the back deck's view of the ocean at sunset with a fire pit glowing of a newly listed home. That photo on a postcard generated many calls and led to its sale.  Those interested wanted to live there...

 

I noticed this ad (pictured above) yesterday in Vanity Fair that caught my attention.  It was brief and to the point (4 words). It engages the onloooker's  imagination rather than give you reasons to buy, or the details or virtues of this particular beer. 

 

"The most valuable of all talents is that of never using two words when one will do." ~Thomas Jefferson

 

If you can't explain it simply, you don't understand it well enough.
--Albert Einstein

 

 

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

close

Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Barbara Todaro 08/07/2019 11:34 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Home Marketing
Luxury Real Estate
Old Farts Club
Tags:
luxury real estate marketing tips lucury real estate personal and company branding

Post a Comment
Spam prevention
Spam prevention
Show All Comments
Rainmaker
4,410,282
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lottie Kendall 

And I need a few words to say, thank you for your comment.  Wishing you a great rest of the week.  A

Aug 07, 2019 11:57 AM #22
Rainmaker
409,858
Steffy Hristova
HomeSmart Elite Group Tempe AZ Tel: 480-966-9353 - Tempe, AZ
Tempe AZ Realtor - Your Home Close to Your Work!

Ron and Alexandra Seigel , great post - I agree our job as realtors isto capture the essence or the feeling of the home that is being sold, and help the photographer with that insight.

Aug 07, 2019 12:07 PM #23
Rainmaker
4,410,282
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Steffy Hristova Yes, it is nice to give your photographer that direction.  Our client's photographer is a true artist and understands that, emotion sells.  Thank you for your comment.  A

Aug 07, 2019 12:32 PM #24
Rainmaker
2,447,016
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Decades ago I worked for an exacting rich entrepreneur that held me to few words as possible when reporting to him. It took me months of suffering, resistance, resentment and then finally surrender to own this effective communication of saying more with less. The mastery took a little longer. Today I can Zip and laser anything when necessary. One thing though. Not everyone can keep-up thus I find myself still needing to adapt accordingly

Aug 07, 2019 02:27 PM #25
Rainmaker
4,410,282
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Richie Alan Naggar Marketing should have an emotional appeal to it.  As George Lucas of Star Ware fame said, you generate an additional $10 million if the last seen is a couple walking off  into the sunset.  A

Aug 07, 2019 02:40 PM #26
Rainmaker
166,260
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Very nice observation and lesson.  Appeal to the imagination.  Excellent.  Thanks!

Aug 07, 2019 04:27 PM #27
Ambassador
3,844,255
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Excellent Ron and Alexandra- my eyes went immediately to the dress and then the umbrellas. So fresh and clean looking! I love the quotes!  Since my favorite cartoon was Peanuts because of the minimum use of words, these quotes are up my alley. 

Aug 07, 2019 04:43 PM #28
Rainmaker
4,410,282
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry 

Imagination and definitely emotion.  We are drowning in words these days.  A

Aug 07, 2019 04:50 PM #29
Rainmaker
4,410,282
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I did the same thing.  And I wanted that dress.  And I have tasted the beer and liked it.  I know next to nothing about beer.  LOL A

Aug 07, 2019 04:54 PM #30
Rainmaker
2,521,271
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

Yep, you gotta capture the imagination.  If they aren't engaged, you can't inform.

Aug 07, 2019 06:28 PM #31
Rainmaker
2,494,472
Rebecca Gaujot, Realtor®
Vision Quest Realty - Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

I totally agree with Kathy Streib's comments. Love the dress and didn't even see the beer until I started to read the post.  

Aug 07, 2019 06:29 PM #32
Rainmaker
2,889,857
James Dray
Fathom Realty - Rogers, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

I saw where Barbara had re-blogged this one before I saw it.  So true, like they say, a picture speaks a thousand words

Aug 08, 2019 01:34 AM #33
Rainmaker
3,799,098
Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Ron and Alexandra Seigel ,

Another exceptional well deserved featured post. The illustration is perfect for your message and the quotes well chosen! I loved the dress ..it said it all about the beer and I know next to nothing about beer as I don't usually drink it.

Aug 08, 2019 03:40 AM #34
Rainmaker
683,860
Peter den Boer
Atlanta Communities - Woodstock, GA
MBA,GRI, Associate Broker, Realtor

I agree 110%!  Just look at Apple ads...they say virtually nothing about the product. Its all about lifestyle.

Aug 08, 2019 05:26 AM #35
Rainmaker
1,900,588
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good morning Ron and Alexandra Seigel -  It does make a statement without the words.  It takes talent like yours to get to that point.

Aug 08, 2019 07:32 AM #36
Rainmaker
5,347,776
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

I love your quote selections. I, of course, attended Mr. Jefferson's university.

I hope you are wearing the pictured dress when we  meet for drinks.

Aug 08, 2019 11:00 AM #37
Ambassador
1,838,434
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Wow, what a beautiful, beautiful ad. It reflects outdoor celebrations and summer to me - in good taste. That's a great illustration of less in more.  Congrats on the star. 

Aug 08, 2019 11:27 AM #38
Rainmaker
401,223
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Your post is spot on. Little can be more.

Thanks

Aug 08, 2019 04:26 PM #39
Rainer
141,754
Robin Wells
RAW Chimney Sweep and Inspections - Penetanguishene, ON
Giving Peace Of Mind One Chimney At A Time

Thanks for post.. and when done well it does not take a lot of words.

Aug 10, 2019 04:22 PM #40
Rainmaker
511,699
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Striking, effective photo..although I 'm not a beer drinker!  I have thought of just having on sentence in the MLS description...something like...'you must see this house' and that's it!  See what happens!! Sellers probably wouldn't go for it.

Aug 12, 2019 08:56 AM #41
Post a Comment
Spam prevention
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?

Rainmaker
4,410,282

Ron and Alexandra Seigel

Luxury Real Estate Branding, Marketing & Strategy
How do I become First to Come to Mind in My Marketplace?
*
*
*
*
Spam prevention

Additional Information