Real Estate in Black and White
Filed Under: Marketing
Daniel Rothamel from the Real Estate Zebra has produced a real winner of a real estate marketing video.
Daniel’s production hits all the sweet spots for a web video.
It meshes well with his personal branding.
It’s short.
It has a clear message. Don’t overprice your home in a slow market.
It’s visually entertaining.
And most of all. It’s viral. Go ahead, put it on your blog.
Daniel is a panelist at Bloggers Connect in New York in January, sitting on a session on podcasting and videoblogging moderated by Jeff Turner - I can’t wait to see what else they come up with.
(h/t AgentGenius)
If you enjoyed this post, make sure you subscribe to my RSS feed!
12 Comment(s)
3 Trackback(s)
- From Seattle Bubble » Blog Archive » A Tip for Current Home Sellers | Dec 21, 2007
- From Greg Swann does his best Dave Winer impersonation... | My East Bay Agent | Dec 21, 2007
- From There's a difference between Clients and Cohorts - Gasp! | Dec 21, 2007
Greg Swann | Dec 20, 2007 | Reply
Not to rain on everyone’s parade, but Daniel Rothamel’s video is the polar opposite of good marketing. Given that it appeals to you, to Lani Anglin and to Jeff Brown on BHB, that should tell you precisely whom it will not appeal to. The video is pandering and condescending, insulting to consumers. I have huge respect for Daniel and his skills, but this is a good example of how the incestuousness of the RE.net leads people astray. There’s nothing wrong with being cordial, but if we’re so interested in courting each other that we can’t see when we’re sneering at our clients, we’re playing entirely the wrong game.
andrew | Dec 20, 2007 | Reply
“It’s visually entertaining” Huh?
marc | Dec 20, 2007 | Reply
I agree with Greg’s comments above.
Interestingly, Redfin gets away with saying the exact same thing on national television just days ago. The difference being that Redfin was in the role of “scientist” simply reporting on the data. Daniel’s video, however, contains a very personal message.
In other words, if Oprah’s guest says that my wife’s sweater is so last year, the sweater is the problem. But if I tell my wife her sweater is a bit dated, I’m the problem.
Joel Burslem | Dec 20, 2007 | Reply
Not sure I agree with you Greg. How do you know what kind of clients Daniel is going after with this video? Maybe it is people like me, Lani Anglin and Jeff Brown.
If so then I’d say he did hit the mark.
I’d probably use Daniel over a Realtor who a) uses a 10 year old glamor shot or b) a picture of them and their dog or c) calls themselves the “#1 Goto Guy” or some other tired tag line. Those tactics can work, but not for me.
There’s room for all approaches in marketing, Daniel’s included - the key is that you know exactly who your audience is and you tailor your message to them.
Jeff Turner | Dec 20, 2007 | Reply
Here’s what I love about it… it actually fits the style of the site it’s located on. It may not appeal to a large segment of the population, but it will certainly have some appeal to those who frequent YouTube. I applaud Daniel for taking step outside the box.
Greg Swann | Dec 20, 2007 | Reply
Y’all send me a note when you get an unsolicited comment from a consumer saying, “I love it when salespeople treat me like a moron.” In the mean time, note that you’re heard from no one so far, here or elsewhere, but real estate webloggers. This is the echo chamber at its worst.
Jeff Turner | Dec 20, 2007 | Reply
Greg.
You set up a straw man to knock him down. Ain’t no consumers here at FOREM. This video’s good, but it ain’t good enough to instantly drive commenting consumers to a blog they never visit. Their absence proves nothing.
This video (again, on YouTube) will either hit the YouTube viewers right where they live or it will not, but I would bet money that the vast majority of consumer who watch it will not say, “I love it when salespeople treat me like a moron.”
Greg Swann | Dec 20, 2007 | Reply
> And most of all. It’s viral. Go ahead, put it on your blog.
Ahem.
Brian Requarth | Dec 20, 2007 | Reply
I think that the video is consistent with “the Zebra’s brand”. “He calls it like he sees it”. I understand why you see it as a little condescending (I don’t know about insulting), however, at the same time it serves its purpose by communicating the fact that many sellers forget that they can’t calculate the actual value of their home by factoring in their family’s memories. This happens and especially in this particular market people need to be reminded. I think that the instrumental music The Girl from Ipanema makes it funnier more than anything. Even if a consumer is bothered by it, most people probably think it is entertaining rather than offensive. It has some viral potential and ultimately the messaging is good. IMHO.
ines | Dec 20, 2007 | Reply
I will certainly include it in my consumer site and see if I get any “don’t treat me like a moron” comments.
IMHO, it’s a simple concept, it’s catchy and it serves a purpose.
Gresham Real Estate - Guy | Dec 21, 2007 | Reply
Sometimes you need to say it like that.
Tal Gershon | Mar 26, 2008 | Reply
I’m a constant reader of realestatezebra, somehow I missed this video. Daniel sure keeps working his charm with his real estate tips.
Cheers,
Jerusalem Real Estate