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Realtors de-smarmed in new NAR ad campaign

(MARKETING NEWS) Home ownership, the American milestone. Does NAR’s new ad campaign ease your woes of home buying?

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Yes they can

The home-buying experience can be a treacherous journey, with twists and turns throughout the process. That is unless you have a Realtor® at your side providing expertise every step of the way.

Per a press release, the National Association of Realtors is launching a new advertising campaign called “Made For This.”

According to the campaign’s message, the process of buying a home is a “treacherous journey” with plenty of obstacles along the way.

Realtors bring things to the table that help buyers power through these obstacles and stay the course, such as “a positive mental attitude, comprehensive knowledge and the healthy dose of ‘yes we can.” Those characteristics represent the “unflinching optimism” that realtors bring to the table, and that optimism is what gets buyers into their dream homes, no matter what it takes to get there.

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The campaign features two longer spots (30 seconds apiece) along with four shorter spots (15 seconds each).

The main takeaway?

“Sure, buying a home can feel a little daunting, but for REALTORS? We were made for this.”

Onto the laughs

A big part of the campaign’s optimistic tone comes from its camping sense of humor. Take the “Cross the Road” ad, which makes a joke about the homeowner crossing the road to get a better view of her new house:

NAR commercial” ad, which claims that the only thing better than acting like your own the place, is actually owning the place.

And to be honest, this is everyone’s favorite here and we’re already quoting it around the office:

There’s the “If A Tree Falls” video, which insinuates that the question is pointless when you’re too busy hosting a housewarming party:

There’s also a decidedly pro-America tone taken here, to reinforce the image of homeownership as an American cultural milestone. We see this most prevalently in the longer spots.

The “Destiny” spot claims that homeownership is the roof under which many other American milestones reside, and that your “domestic destiny” is “as American as ditching the metric system.”

The other long ad, titled “Give Us Your Tired,” (below) plays on The New Colossus, the poem printed at the base of the Statue of Liberty.

Also of note: Both longer ads reinforce the message that Realtors won’t stop until you own a home, the clearest call backs to those themes we see in the whole campaign. It fits well with the “destined for homeownership” theme that underpins both of the longer spots.

Oh, and let’s not forget the ad titled “What’s More American.” I’ll let that one speak for itself.

Effective advertising or simply charming?

So, does it work? When the ads are clever, they are really clever, and those who find more comfort in humor will very much enjoy this campaign.

The campaign began its run on June 26 with a series of video ads. According to the press release, “additional digital creative, social media and content partnerships will be rolled out throughout the rest of this year.”

#unflinchingoptimism

Born in Boston and raised in California, Connor arrived in Texas for college and was (lovingly) ensnared by southern hospitality and copious helpings of queso. As an SEO professional, he lives and breathes online marketing and its impact on businesses. His loves include disc-related sports, a pint of a top-notch craft beer, historical non-fiction novels, and Austin's live music scene.

Real Estate Marketing

How to get a 9 star rating on Zillow when you’re limited to 5 stars

(MARKETING) When you’re limited to just a few stars on Zillow or similar sites, how do you prove to the public that you’re worth many more stars?

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Let’s say that you ask all of your customers to rate you on Zillow. Let’s say that you think it’s the best site since sliced bread (or you hate it, whatever, that matters not in this scenario).

But let’s also say that you’re either an overachiever or a smartass and you believe that your five star rating is simply too low and that you have actually earned more stars throughout your stellar career.

What do you do? How do you break out of the “Five Star Zone” without paying people to rate and rank you and without bribing Zillow?

You get creative.

Enter Frank Llosa, Esq., Broker of Frankly Real Estate, who is both hated and revered for his endless pushing of the envelope. Years ago, he figured out a way around the five star rating system on Zillow without any cash exchanging hands.

How? Behold:

Llosa did this stunt long ago, but Zillow never shut him down (and if they had, he’s used to his shenanigans being stifled).

Will Zillow shut you down if you try this? Probably.

While hilarious, it does prove that the web doesn’t limit the creative, rather, it unveils the endless opportunities to capture consumers’ attention – wouldn’t you take a second look at a 9-star agent on Zillow? I sure would!

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Real Estate Marketing

Tweetcat for Twitter organizes your timeline, makes it easier market

Never miss an important tweet again with Tweetcat, an app designed to organize your timeline.

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Virtually every form of social media utilizes a newsfeed or timeline format. This is set in place to allow users to view information from those the follow in a, normally chronological, fashion.

Depending on how many people you follow, it may sometimes be impossible to constantly stay on top of everything that’s posted in your social world. This is particularly difficult with Twitter.

How can you stay up-to-date on Twitter?

Because Twitter operates in a 140-character sphere, updates are seemingly constant. Tweets, photos, and videos go up in a moment’s notice, making it hard to keep up if you only check in every few hours.

But the thing is, do we want to see all of that content? While we consciously choose everyone that we follow, does that necessarily mean we want to be with them every step of the virtual way?

Based on the amount of accounts I have muted, I’m going to venture to guess: no. Sometimes people, or brands, have a habit of tweeting too frequently, which may be a turn-off but not necessarily grounds for an un-follow.

Twitter meets organization

While you may appreciate everyone that you follow, it is unlikely that every single tweet is something that you care about seeing. The constant updates may be easier to digest if there were something to keep Twitter organized.

Tweetcat is attempting to be that form of organization. Operating as an app, Tweetcat’s purpose is to organize your timeline by allowing you to create custom topics.

Categorize your tweets

You are able to create topic categories (i.e. business, music, sports, etc.) that will become color-coded. Tweetcat then sorts out your interests and places the appropriate tweets in the appropriate categories.

This not only helps to weed out the information you do not care to see, but it allows better access to the content you actually care about. Who knows what you may be missing in the disarray that is your current timeline?

Once categories are created and the tweets are sorted, they become accessible at the bottom of the Tweetcat app, which integrates your Twitter account. Available for both Androids and iPhones, the Tweetcat app strives to keep Twitter users organized and seeing the content that they are interested in.

#Tweetcat

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Real Estate Marketing

Real estate drone videography is falling far short of this glorious example

Drone videography is stunning, but the real estate industry could be utilizing the technology to a much greater extent; here’s one breathtaking example to aspire to!

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A stunning new short film, “Austin by Air: An Aerial Documentary” gives viewers the opportunity to see Austin from a bird’s eye view and, hopefully, will inspire the real estate industry to consider incorporating aerial videography into their marketing.

Photographer and post-production technician Gerard Juarez has been working on a drone related startup, and decided, as a side project, to make a film featuring breathtaking aerial shots of Austin’s skyline, of kayakers on the river, and of the early morning traffic-less streets around the University of Texas. He attended a drone piloting training program to big up his skills before hitting the skies to create the impressive documentary. His goal was to “showcase” the city of Austin, and he hopes that the film “will have a little promotional value for the city.”

Tip: watch this video in full screen with the sound on.

How the industry could catch up

We’ve been talking about drones for some time now.

Here at The Real Daily, we’ve long been tracking the technological and legal progress of drones. The Federal Aviation Administration currently prohibits the use of drones for the purposes of selling real estate. However, this could change as soon as this year. In 2012 the FAA Modernization and Reform Act asked the FAA to come up with clear regulations regarding the commercial use of unmanned aerial vehicles; these regulations are due at the end of September. We recommend staying abreast of these developments, as drones could one day become an important tool for the real estate industry.

Real estate brokers with enough capital to work with could hire quality videographers to make films similar to Juarez’s documentary, which would show potential clients a whole new perspective on their cities and neighborhoods. Aerial photography is a great way to show off what makes a city or town unique, and to give people a wide-angle view of standout architectural and natural features. Such videos could be shared via hyper-local content blogs and websites to draw in new home owners.

I found “Austin by Air” to be a beautiful and inspiring way to view a city; similar videos on real estate websites could make a big impression on potential clients.

#DroneVideography

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