So today I’m going to tell you how one resourceful real estate agent revived a DEAD LISTING using nothing more than a panda bear costume and her phone camera. Before I get to that, however, I want to take just a few minutes to mention something pretty exciting featured in the News & Network Section on the REI Today blog. We’ve got some FANTASTIC NEWS about the equity in YOUR home that you will not want to miss, so check it out at www.rei.today right now. The article is called “BLOCKBUSTER EQUITY NEWS you can’t miss” and you’ll be really glad to find out what’s going on with equity in your home and your neighbors’ homes. That’s www.rei.today.
Now, let’s get into just how one agent took a dead listing and brought it back to life using nothing more than a panda bear outfit and her camera…
Here’s what happened. The real estate agent, whose name is Jessica, had a listing in Spring, Texas that just wasn’t getting a whole lot of interest. In fact, in the three weeks that it had been on the market, it had only had two showings despite the fact that it was a perfectly lovely, reasonably priced four bedroom, 2.5 bath home. Jessica knew she had to do something, and since her seller had a bit of a sense of humor, she recalled an article that she’d read about an investor who used a giant bear suit to promote his listings in England. “I told the sellers, I don’t know, It’ll make it seem like I’m not serious as a real estate agent,” she told Realtor.com in a recent interview. However, the seller felt that they didn’t have much to lose, so Jessica threw on a panda bear costume and reshot the listing photos, posing in random places throughout the home. “At first I thought it was crazy,” she said, but she re-thought that when the requests for showings came pouring in. In fact, in the two days after the panda-full listing went live, she showed the home 12 times.
REI Today checked out the listing pictures, and the panda appears in all but three of the photos, enjoying the front porch, lounging in a lovely backyard, cuddling up in a kid’s room, and showcasing the kitchen and exercise areas. The pictures are definitely surprising, and we’re not surprised that more people are “stopping by” to look for the curious addition to the listing.
According to marketing expert Seth Godin, Jessica basically cashed in on something that has been growing in marketing for a while. We actually talked about it in an earlier episode called “3 Keys to Investing Profitably with the Weird Factor.” Basically, the new normal for successful marketers is not normal at all: it’s strange. Godin described it this way in a recent panel discussion hosted by Inman Connect in New York. “There’s all this pressure to be normal, have normal clients, drive a normal car, have normal listings,” he said. “But now, something is changing. There are more people who are outside of normal than inside normal.” This is good news, Godin argued, because it enables any professional, real estate or otherwise, to identify a certain segment of their target market with which they particularly connect, then focus on that group to the exclusion of other sectors by making that group feel included, not normal but “inside” as he put it, by working with you. He cited the motorcycle company Harley Davidson as an example of a business that has found loyalty in a fringe market by targeting people who think of themselves as outsiders and then making them “insiders” in their own special group.
If you want to hear the entirety of episode 24, where we go into detail about how to INVEST PROFITABLY using this weird factor, check it out in the REI Today Vault. It’s titled: “3 Keys to Investing Profitably with the WEIRD FACTOR” and it’s got some pretty crazy stuff in there that you’re going to love. You can listen in at www.rei.today/vault and, if you’re not yet a member, just text REITODAY no spaces no periods to 33444 and I’ll provide you with fast, immediate access to this timely information.
And remember, when you do that, you’ll also be able to GROW YOUR NETWORK by interacting with me and your fellow listeners to REI Today… so stop by to ask questions, make comments and network with other investors across the country. Text REITODAY no spaces no periods to 33444 or head over to www.REI.Today right now.
REI Nation, thanks for listening in and always remember this:
Your best investment is your own education.
Carole Ellis is the host of Real Estate Investing Today, a popular 9-minute daily podcast focused on educating real estate investors about the important topics that will make their investing SAFER, FASTER, and MORE PROFITABLE. She's also the editor of the Bryan Ellis Investing Letter. She has more than a decade's worth of experience in and reporting on the real estate industry and, additionally, has written dozens of courses on the topic. Carole lives in Kennesaw with her husband, Bryan, and four children. She believes wholeheartedly that your best investment is always your OWN education.