Comments on: Real estate brand advertising and the Burger King Problem http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html Turn On Thu, 09 Feb 2012 11:08:54 +0000 hourly 1 http://wordpress.org/?v= By: John Taylor http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-6132 John Taylor Wed, 11 Nov 2009 10:07:05 +0000 http://www.1000wattconsulting.com/?p=2913#comment-6132 I like your blog, you've posted some interesting articles. I'm always on the look out for new or unusual news stories. Please contact me via my IM Newsdesk blog (http://IMNeswdesk.com) if you come across something news worthy. Thanks. I like your blog, you’ve posted some interesting articles. I’m always on the look out for new or unusual news stories. Please contact me via my IM Newsdesk blog (http://IMNeswdesk.com) if you come across something news worthy. Thanks.

]]> By: Keahi Pelayo http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5802 Keahi Pelayo Tue, 13 Oct 2009 18:54:09 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5802 The right advertising, well thought out and implemented is valuable. Aloha, Keahi The right advertising, well thought out and implemented is valuable.
Aloha,
Keahi

]]> By: SL http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5766 SL Mon, 05 Oct 2009 21:21:55 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5766 Finding a great, or even good, real estate ad is exceedingly difficult. Even with agents who espouse doing things in a fresh, innovative way seem to turn, time and time again to the same, cheesy, tired old methods that've been used since the Mesozoic Era. They use cliched images, and the same boring website templates that're provided by their broker. Using tried and true methods is geeat, but use them in a new way. And I like Burger King. I like it my way. :) Finding a great, or even good, real estate ad is exceedingly difficult. Even with agents who espouse doing things in a fresh, innovative way seem to turn, time and time again to the same, cheesy, tired old methods that’ve been used since the Mesozoic Era. They use cliched images, and the same boring website templates that’re provided by their broker. Using tried and true methods is geeat, but use them in a new way.

And I like Burger King. I like it my way. :)

]]> By: AtlantaRealEstate http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5734 AtlantaRealEstate Sun, 04 Oct 2009 14:07:12 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5734 Dood! Wake up! You obviously wore this post before you saw the post: "Like a Man-Lamb tethered to the Space Shuttle floating miles above the competition" Plus, don't forget about the killer balloons and yellow jackets. LOL! RM Dood!

Wake up!

You obviously wore this post before you saw the post:

“Like a Man-Lamb tethered to the Space Shuttle floating miles above the competition”

Plus, don’t forget about the killer balloons and yellow jackets.

LOL!

RM

]]> By: Bert Sperling http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5706 Bert Sperling Fri, 02 Oct 2009 20:26:13 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5706 Here's what I think 'branding' is all about. It's an emotional attachment. And we can have this attachment with anything - people, products, ideas, whatever. We all have our own 'brand', because people see us (or our work) and form an opinion immediately. We are hard-wired that way. We need to know how new people and things fit into our universe. It keeps us sane. This 'brand' gets modified as people learn more about us and our work. So a real estate brokerage can have a brand, and an individual agent has their own brand too. OK, here's where it gets interesting. Advertising doesn't build brands, it just builds awareness. We have all been trained to ignore it. PR builds a brand, that emotional connection. Glenn Kelman knows this. And that's why the new social media tools are so important. Brian and Marc at 1000Watt can help you establish that emotional connection to build a brand. They get it. Best, Bert Here’s what I think ‘branding’ is all about.
It’s an emotional attachment.
And we can have this attachment with anything – people, products, ideas, whatever.
We all have our own ‘brand’, because people see us (or our work) and form an opinion immediately. We are hard-wired that way. We need to know how new people and things fit into our universe. It keeps us sane.
This ‘brand’ gets modified as people learn more about us and our work.
So a real estate brokerage can have a brand, and an individual agent has their own brand too.
OK, here’s where it gets interesting. Advertising doesn’t build brands, it just builds awareness. We have all been trained to ignore it.
PR builds a brand, that emotional connection. Glenn Kelman knows this. And that’s why the new social media tools are so important.
Brian and Marc at 1000Watt can help you establish that emotional connection to build a brand. They get it.
Best,
Bert

]]> By: OnBlog: Weekly Roundup http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5627 OnBlog: Weekly Roundup Fri, 25 Sep 2009 16:17:04 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5627 [...] 1000watt blog dives into the problems with real estate advertising: “Does consumer-facing brand advertising – print or online – work in real estate? Rarely, [...] [...] 1000watt blog dives into the problems with real estate advertising: “Does consumer-facing brand advertising – print or online – work in real estate? Rarely, [...]

]]> By: Jim Canion http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5579 Jim Canion Mon, 21 Sep 2009 13:18:01 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5579 The main reason we see brand advertising today is for the big brokers to try and persuade their agents to stay under their control and cost structure rather than joining a more efficient and forward looking team and brand themselves. The public is not impressed with a big name and once the agents escape the fear of leaving a no longer needed crutch it will be over. Like KB said it is the agent that must deliver the WOW. And then they will be the brand..... The main reason we see brand advertising today
is for the big brokers to try and persuade their
agents to stay under their control and cost
structure rather than joining a more efficient
and forward looking team and brand themselves.
The public is not impressed with a big name
and once the agents escape the fear of leaving
a no longer needed crutch it will be over. Like
KB said it is the agent that must deliver the
WOW. And then they will be the brand…..

]]> By: Jaime http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5558 Jaime Thu, 17 Sep 2009 00:26:47 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5558 Undoubtedly, the internet makes it easier to reach the masses more efficiently and cost effectively, however I struggle sometimes balancing the time i spend building my online presence and working on the real estate fundamentals. Real estate is a face to face business and there's no better advertising than knocking on doors and introducing yourself to the neighbors. Inefficient and time consuming, yes, but it's free and if you can deal with the funny looks and rejections, then it could be a very worthwhile activity for agents. if branding is the goal, then there's no better way to build a brand that provokes, inspires, and connects with the customer than by knocking on doors--(the alternative, of course, is to mail out the same stale-looking postcards that your office designs for ALL their 154 agents) Undoubtedly, the internet makes it easier to reach the masses more efficiently and cost effectively, however I struggle sometimes balancing the time i spend building my online presence and working on the real estate fundamentals. Real estate is a face to face business and there’s no better advertising than knocking on doors and introducing yourself to the neighbors. Inefficient and time consuming, yes, but it’s free and if you can deal with the funny looks and rejections, then it could be a very worthwhile activity for agents.

if branding is the goal, then there’s no better way to build a brand that provokes, inspires, and connects with the customer than by knocking on doors–(the alternative, of course, is to mail out the same stale-looking postcards that your office designs for ALL their 154 agents)

]]> By: M Realty http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5557 M Realty Wed, 16 Sep 2009 23:39:29 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5557 Honestly how could anyone make real estate powerful and compelling to anyone that is not already looking to sell their house. I feel like most advertising that is not internet based has lost its edge because all of my clients are online and most of them find me from there anyway. I will keep focusing on the internet, because that works for me more than print. -Tyler Honestly how could anyone make real estate powerful and compelling to anyone that is not already looking to sell their house. I feel like most advertising that is not internet based has lost its edge because all of my clients are online and most of them find me from there anyway. I will keep focusing on the internet, because that works for me more than print.

-Tyler

]]> By: Ken Brand http://1000wattconsulting.com/blog/2009/09/real-estate-brand-advertising-and-the-burger-king-problem.html/comment-page-1#comment-5556 Ken Brand Wed, 16 Sep 2009 20:28:36 +0000 http://www.1000wattconsulting.com/?p=2913#comment-5556 This is always an interesting subject. I believe effective Brand Ads for national or regional companies are rare. I've seen some well done ads over the years, can't recall exactly who or where or what, I know there's been a few. The reason I think they are rare is because owner/leadership knows that "promise or promises" aren't in reality, not consistently deliverable. Therefore, you can't get too creative or make a powerful, evocative point if it can't be delivered in the field. Consumers are painfully aware of the disconnect between fancy talk and delivered reality. Why is this? IMO. Because promises are delivered at the whim, mood and ability of individual independent contractors. This isn't the case in other industries, services or products. In these cases the promise is more likely to be delivered because the consumer experience is tightly controlled. Burger King tastes the same all over the country, Lexus is the same, Apple, etc. In real estate, not so much. When done reasonably well, I think brand advertising in real estate, has an impact on "awareness", but it's success is dependent upon the agent making contact, following up, following through, presenting effectively, and delivering. I also observe that RE giants have in-house marketing departments, this usually means less talent and their messages seem too safe or too out of touch, which make them lame. My short answer (finally). I think brand Ads are important and necessary, but it doesn't matter how WOW the ads are, if your delivery (agents) aren't WOW, then you're going nowhere and your money is wasted. This is always an interesting subject.

I believe effective Brand Ads for national or regional companies are rare. I’ve seen some well done ads over the years, can’t recall exactly who or where or what, I know there’s been a few.

The reason I think they are rare is because owner/leadership knows that “promise or promises” aren’t in reality, not consistently deliverable. Therefore, you can’t get too creative or make a powerful, evocative point if it can’t be delivered in the field.

Consumers are painfully aware of the disconnect between fancy talk and delivered reality.

Why is this? IMO.

Because promises are delivered at the whim, mood and ability of individual independent contractors. This isn’t the case in other industries, services or products. In these cases the promise is more likely to be delivered because the consumer experience is tightly controlled. Burger King tastes the same all over the country, Lexus is the same, Apple, etc. In real estate, not so much.

When done reasonably well, I think brand advertising in real estate, has an impact on “awareness”, but it’s success is dependent upon the agent making contact, following up, following through, presenting effectively, and delivering.

I also observe that RE giants have in-house marketing departments, this usually means less talent and their messages seem too safe or too out of touch, which make them lame.

My short answer (finally). I think brand Ads are important and necessary, but it doesn’t matter how WOW the ads are, if your delivery (agents) aren’t WOW, then you’re going nowhere and your money is wasted.

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