BrokerageIndustry News

Memorable marketing builds real estate brand

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

Several years ago, Ann and Denny Bishop put up a billboard on a busy thoroughfare in Wichita Falls, Texas, to promote their real estate practice. The response was tremendous, bringing in lots of business for the Ann and Denny Bishop Realtors Group. The ad featured a photo of a black Labrador dog lying at Ann and Denny's feet, with the headline, "Trustworthy and dependable." Off to the side of the picture were the words, "So's the dog." The ad was so memorable, Ann said, that "people are still telling us they love our billboard on Kemp Street even though we haven't had it up for five years." The ad made the Bishops seem approachable, while demonstrating the core values of their real estate practice. Trustworthiness and dependability aren't flashy virtues, and they aren't the latest marketing buzzwords, but they help the Bishops consistently close more than 200 transactions a year. "Those are lasting qualities that people remember. People will forget someone who gives them a box of c...