Down Market Advertising Fail
I know that some companies strive very hard to be creative with their advertising. And yet most in the real estate space, despite their best intentions (and big budgets), fail miserably (see Coldwell and Banker Back At Helm).
And while this may have been forgivable during the height of the bubble; now, when the market is at it’s most vulnerable, and folks crying out for some guidance and clarity, we’re really seeing some doozies.
Like this ad from national homebuilder DR Horton. (h/t Hot Property)
Or this gem from RE/Max (I’m not picking on them I swear…)
Problem is, it’s not a funny time.
These ads are pandering and an insult to our intelligence. It’s about dumbing it down to the lowest common denominator. It’s advertising 1.0 thinking… that we’re more clever than you are, so listen to what we’re trying to sell you.
I don’t know, is it just me? Am I the only one who would like to see advertisers promote an honest discussion about where we are in the market and why there’s some hope of a rebound building out there (that the first time buyers credit seems to be stimulating some activity in certain areas). Folks I talk to want to hear about this, but nobody’s out there telling them.
Instead we get stupid gimmicks like this. Seems like a wasted opportunity to me.
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Galen | Mar 19, 2009 | Reply
Joel, you’re going to be kicking yourself for posting this.
Ron Ares | Mar 19, 2009 | Reply
True Wall of Shame material.
Trace | Mar 19, 2009 | Reply
Agreed. IMHO it is never ok to go with the lowest common denominator in makreting if you want to command respect in the marketplace and be recognized as a leader / authority in your vertical. The short sales piece is the type of piece that makes you embarrassed for them…
Lauren | Mar 20, 2009 | Reply
The DR Horton ad is dreadful but I disagree about the RE/MAX ad. It’s a true statement. It is a good time to buy, and people will be kicking themselves if they don’t. It it the best ad, no. But it is leaps and bounds above other real estate ads.
Matt Gentile | Mar 20, 2009 | Reply
Joel,
I could not agree more and it only reaffirms your January 12 post “Century 21 Ditches TV for Online”
“In a move I suspect may be followed by many of the other big real estate brands in 2009, last week at Real Estate Connect in New York, Century 21 announced it was shifting its television advertising dollars to support its online marketing efforts.
This shift should not come as much of a surprise to many readers of this blog. But what is surprising (and refreshing) is that C21 has come out so publicly in their endorsement of new media. C21 plans to spend the bulk of their advertising investment in 2009 on display advertising, search engine marketing and enhanced listing partnerships with real estate web sites, which no doubt bodes well for companies like Zillow, Trulia and Frontdoor. Their goal, ultimately, is to generate more leads to their franchisees, affiliates and brokers and agents.”
Craig Baker | Mar 20, 2009 | Reply
I had the exact same reaction to the RE/MAX kicking commercial. What is so disturbing is how VIOLENT it is. There is some serious butt kicking there! CB
Brit Legend | Mar 20, 2009 | Reply
I found a flyer in my letter box from a real estate agent who was trying to get some business out of me. The flyer features a house in my street with the word SOLD mentioned 4 times.
Underneath it says: “You may have noticed that we have just put up a SOLD sign on this property. If you would like to see the same on yours, please feel free to call me …” bla bla bla
Very well you may think. Hey why not telling everybody that you have finally sold a house. But wait.
Underneath, in small print it says: “The above information has been furnished to us by the Owner. We have not verified whether or not that information is accurate and do not have any belief one way or the other in its accuracy. We do not accept any responsibily to any person for its accuracy and do no more than pass it on. All interested parties should make and rely upon their own inquiries in order to determine whether or not this information is in fact accurate.”
I re read it twice wondering if I had misunderstood the statement somehow. But no. They were really insulting their potential clients’ intelligence and making a fool of themselves at the same time.
Not only they admit that they have not sold this house themselves, otherwise they would be certain of the accuracy of the SOLD statement but they also subtly hint that the house may have not been sold at all.
Why on earth would anyone contact this real estate agent after she admits that she put the SOLD sign only for the benefit of her advertisement?
It’s beyond me. They may think desperate times call for desperate measures but this real estate agent only showed her dishonesty while trying to disclaim all responsibiliy for her actions.
Brell~Brenda Ellis | Mar 22, 2009 | Reply
I agree with you all the way! It is way past time for agents to bring information to the masses – even if they choose to use the old marketing vehicles… they could still use a content-based approach. Personally – I think value-added real estate information is the only thing worth marketing.
Warmest regards,
Brell
Christian | Mar 25, 2009 | Reply
oh my…what epic fails. To me, this is a perfect testament to the mentality of NAR and other big real estate firms…”let’s just get things back to normal.” It’s all about selling houses. How about we concentrate on providing people what they actually need right now…some good advice?
Alistair Helm | Mar 26, 2009 | Reply
Joel
I think this article speaks volumes and is true to the title of this blog – The Future of Real Estate Marketing.
My view – you can ignore the first one, there will always be segments of this industry as with other industries that will use gimmicks and sometime shock tactics on the basis that any noise is good.
The Remax one is far more interesting, the facts are clear that the consumer today is cynical and dismissive of advertising. To portray a chocolate box image of utopia of beach scenes and perfectly manicured lawns is so out of touch with the reality and sentiment and everyday experience of today’s consumers.
Then to have what amounts to naivety to present the concept that by telling people it is a good time to buy is somehow going to stimulate people to rush out and start buying is an insult. The process of real estate transaction is complex, protracted and stressful; to somehow make it seem like a whim based activity I do not believe will endear the brand with any value.
The industry needs to present an honest approachable and empathetic face (or more likely voice) through more direct mediums such as the web – the days of shouting down the cathode ray tube are gone!
JonathanK | Mar 29, 2009 | Reply
That Re/Max ad makes me sick to my stomach. We continuously fight the NAR’s stupid ‘advertising/PR’ campaign…and now Re/Max backs it up.
These larger entities talk out of both sides of their mouth – a) real estate is local, talk to a local Realtor to learn about your market…and b) It’s a great time to buy!
The only kicking that is going on is the credibility of the true professionals that represent each and every one of their clients’ best interests.
Re/Max should be ashamed for this ad.
Overland Park Real Estate | Mar 30, 2009 | Reply
I think the first ad is just plain offensive.
The second one is too overt to be considered funny in my opinion. I find slapstick borderline funny in a parody movie (where it is to be expected), in a real estate commercial…not so much.
Richard Stabile Bergen County Real Estate | Apr 9, 2009 | Reply
I agree about putting a constructive foot forward. Explaining the benefits and opportunities available, along with let us not forget the product. The particular real estate offered. I at first thought that the RE/Max ad was goofy and a little lacking of class, however it was to make point without saying much. I think it worked. In a very small way like the Burger Kill commercial “where’s the beef”. I preach about the market in general and what to expect and what not to expect. This helps us find our way though. I talk about what we have to offer, not how cheap it is. Price will come up eventually, but first you must lock in what people want.
Kim | Apr 15, 2009 | Reply
I think that the Re/Max ads have a very good message. I don’t see the bad.
Jonathan Dalton | Apr 15, 2009 | Reply
> This shift should not come as much of a surprise to many readers of this blog. But what is surprising (and refreshing) is that C21 has come out so publicly in their endorsement of new media.
I’m late to the party but what C21’s doing isn’t overly refreshing. It’s long overdue. C21 already tried the TV route (remember the wife hectoring her husband in the kitchen everyone hated?) and found the return was nil.
This isn’t my favorite RE/MAX ad but it does get to the point … for some, this may be an opportunity to get into a house. You can’t possibly cover all the variables in a 30-second spot.