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Ages ago I wrote a post about the benefits of unplanning … basically shunning all the re-framing, re-positioning, re-everything and taking on the perceived truth head on.
My argument is that it is often easier to get people to go on a journey with you when you’re talking about their existing viewpoints than trying to get them to let go of what they [believe] they know and take on an entirely different viewpoint.
I still stand by that – and while not every brand/campaign/idea needs to adopt it – in a World where so much parity bullshit is shouted at the masses, coming out from behind the marketing curtain can, in the right circumstances, be the best communication strategy you could have.
What am I talking about?
In a World where one of the least trustworthy industries is real estate [though they rate more highly than adland] this ad by ‘Dave’ would make me call him.
It’s not just that he has a sense of humour – which he definitely does – but by highlighting he is NOT the real #1 realtor in his geography, it makes me like him – and weirdly – trust him more.
I know … I know … that sounds fucked up, but there’s logic to it. Honest. Albeit fucked up, twisted logic.
Many years ago I wanted to buy a house in Sydney.
I found one I liked so I went to the real estate that represented them.
While we were talking, I said that I wanted to hire an outside party to negotiate the price of the house for me.
The real estate agent looked confused and told me, “In Australia, we do all the negotiating for you”.
On hearing this, I picked up one of their brochures and pointed to the ‘tag line’ they featured prominently at the top.
WE GET SELLERS THE BEST HOUSE PRICES IN ALL OF BALMAIN
When I explained that this indicated to me that they represent the sellers interest more than the buyers and that while I’d use them to sell my house but not buy my house – you could literally see a lightbulb go off in their head.
Which is why I like that Dave is NOT the #1 realtor in his district because maybe that means he’s not as cut-throat as everyone else and actually gives a damn about people, not just profit.
Regardless, I’d give him a call which means he’s in with a chance – which is more than I’d do with most other real estate ads promising a never-ending stream of bland ‘professional’ statements.
In an industry that is constantly looking to differentiate their clients brands from the competition, often the biggest – and most effective – thing you can do is simply strip back all the marketing hype and tell the truth.
Who’d of thought … and not a proprietary tool in sight.
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