June 19, 2006
| Tate Linden
I'm a huge fan of Minor League Baseball - and went out to the Potomac National's game this past weekend to soak up the Americana. I've always been fascinated by the advertising that goes up along the fence... and it was pretty impressive this time. Some great local businesses ("Fat Punks" restaurant for one) and a smattering of representatives from larger organizations.
On this great day there was a single advertisment that hovered like a cloud over my otherwise sunny experience. Yep - a Realtor again. I'm not going to name names, since I agree with the idea that we should be supporting the local teams. I'd hope, however, that with that support one could realistically expect to get something in return.
This Realtor had a picture of themselves with their little pet (I was too far away to see if it was a cat or a dog) and had the following slogan:
- "Your Friend in Real Estate!"
I could write for a good hour or two about why this doesn't work for me (or just about anyone) but I'll paraphrase for your sake.
- I don't know her, so her message isn't talking to me.
- The number of people who actually are her friend doesn't include enough people for this literal message to be effective as a reminder for them to sell their house with her.
- People who tell me they are my friend before they meet me are exactly the kind of people that I don't think I should trust.
- I don't know where the idea came from that I need my Realtor to be a friend, but I certainly don't require it. I'd like to like my Realtor, but I'm not expecting to hang out over coffee for months and years following our transaction.
- I don't pay my friends for their advice and guidance in most situations - or if I do it'll be by taking them out for a meal, buying a round of drinks, or if I'm lucky I'll buy pizza and beer and call it even. If she'll let me do this for getting me a new house I'm all over it!
- Even if we did want to do business with our friends (and I do in most situations) we don't want to do business with people that want to be everybody's friends. A sign at a ball-park that informs all readers of her intent to be friendly seems to smack of a lack of selectivity... and common sense.
Almost
six hundred other Realtors are out there saying the same thing (admittedly far fewer than the number of Realtors that want to make my dreams a reality) so someone obviously thinks this is a good message.
If you're one of the six hundred and want to do better then give us a call.
Your Friend in Branding,
Tate Linden
Principal Consultant
Stokefire Consulting Group
703-778-9925
Edit: Total number of Realtors that have found "Your Friend in Branding" a compelling enough message to hire us to help:
ZERO
