Grocery Carts and the Future of Real Estate Marketing

I'm an unapologetic marketeer. I embrace, investigate, and analyze the marketing all around me. I am constantly analyzing potential ROI of campaigns and techniques. (I'm also a grand bore at cocktail parties.) Does '24' sell Cisco routers more efficiently than an ad in NetworkWorld? How much life insurance does KFed have to move to make that commercial a success? Even though I don't personally dig the "Airborne: Developed by a School Teacher" pitch, my reaction is purely, "Good for them. They've sold a TON of that stuff."

I have to admit, though, that I never understood, maybe even scoffed at, the real estate marketing technique of the grocery cart advert. I couldn't imagine how slapping your picture under a pile of bananas and a clamoring 3-year-old leads to more real estate business.

Until now.

Yesterday we received a call from a Realtor to become a new client of ours. I get his name and website...hmmm...sounds familiar...where do I know that name? I type in the URL and BAM! Instant brand recognition. I realized the impression I had already formed about this person. I already had a relationship with him. I had (positive) conclusions about his abilities. From his grocery cart ad. In the cascade of preconceptions I also recognized the advantage of that brand when it comes time for me to buy or sell my home. Remarkable.

Every day, Altos Research helps Realtors build their brands, reach new customers, establish their relationships. The nature of the Altos Research service for Realtors means that all of our clients are active and creative marketers. Brand builders. The lesson of the day (a lesson that I need to learn over and over again) is that brand development emerges from all kinds of channels. Real estate is a business developed in the community. If your community is on-line, then you should be there for them. If your community goes to the Safeway, it turns out, you can find effective channels there too.