Zillow released a mortgage iPhone app. It’s really good. Rates, calcs and a smooth tie-in to their mortgage marketplace, where they and their partners make money. Bigger picture: After 15 years on the “PC Web,” mortgage rates and tools have remained more or less stuck in a sad world of jangly Bankrate.com co-brands, gonzo display [...]
Posts Tagged ‘Advertising’
Friday Flash: Trulia, Frontdoor, mind control and Zuckerberg
It’s been a bleary week of planes, presentations and Excedrin, but I did manage to hang onto a few things… … It feels to me like Trulia is executing really well these days. This week, they announced the upcoming release of crime maps for 50 major metros – a play made possible by their acquisition [...]
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The whole world is watching
A large billboard came into focus along the interstate, the final indicator that my weeklong vacation at Lake Tahoe was over: “Now recruiting dual-career agents” Big. Bold. Proud. And insane.
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Real estate advertising in the language of benefits
Too often, real estate advertisers focus on features or claims of superiority. “We’re the best.” “We’re #1.” “We lead the industry.” Accomplishments worthy of praise. But from the prospective customer’s perspective, what of them? If you want to own your customer you need to connect the feature dot to the benefit dot.
Finding Customers in the Palm of your Hand
I got a sneak peak into the stats for Realtor.com’s new iPhone app this week. Something jumped out at me from a laundry list of impressive statistics (e.g., over 100,000 downloads in the last 18 days, consumers use the app on average about twice a day; the average session time is 16.4 minutes). iPhone users generate [...]
Like a Man-Lamb tethered to the Space Shuttle floating miles above the competition
[Note: I offer the following as a playful prayer for an end to "personal" branding in real estate] *** I want to do my part to help you. If you want to nail a great brand identity, do this: Start with Photoshop. Don’t bother reading the manual. The truth is, the more you know, the [...]
Comparing Website apples to Website oranges
Steve Harney is a big man. He needs to be to house his big heart. And his big brain. Steve is also filled with extraordinary common sense, which I benefited from today as we conversed about everything from stick ball to bagels to real estate.
Real estate brand advertising and the Burger King Problem
[Beware: This post is a bit of a rambler – I'm thinking about several issues here that I will flesh out later.] Does consumer-facing brand advertising – print or online – work in real estate? Rarely, I think. But I don’t put the blame on the medium; I put it on the messengers. Think about [...]
Great marketing versus stupendously bad marketing
Good marketing A good marketing campaign begins by understanding what you’re trying to achieve. It helps define who you are, what you stand for and how your brand should be perceived. Marketing helps you shape your image; or that of your product or service.
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Sacrificing the few for the good of the many
I have no doubt this video will stir your emotions. You will be shocked by the possible and blatant transgression of copyright violation displayed by the makers of this video who may not have obtained permission to create derivative work or the license required to synchronize their composition to video.