Because we don’t like real estate advertising.
Let me explain….
I was driving through West Vancouver, on our way home from skiing. While waiting in traffic my friend suddenly says, “I’ll never buy a house from that person”.
She was silently watching the world go by out the passenger side window when we stopped beside a bus shelter with a Realtor ad.
The ad simply had a beautiful face with a name and a website. So I asked why. I have a deep understanding why the ad doesn’t work but I want to know what they think as a person not in the real estate or marketing industry.
To make a long story short (and to keep the language clean), let’s just say there is a lot of bad real estate advertising around us. And it doesn’t just annoy and confuse us with a constant flood of bad, meaningless advertising. It’s also money down the drain.
The owners of these ads, the ones who pay to produce it and pay to display it – they may never know the negative affect it’s having or why it doesn’t work, forever believing that marketing is a necessary cost of business – an expense, rather than a business investment.
I have set out to change this.