Glenn Wallace's company is named after his dog. J.J. Jones is the "Hat Lady of Southwest Florida." And Brian Crenshaw is "The Tuxedo Man." These real estate professionals say their unconventional approach to marketing is paying off. Wallace, founder of My Dog Tess, a North Carolina discount real estate brokerage that bears the name of his bull mastiff, said consumers have responded favorably to the company's dog-based ad campaign. "They laugh at our tongue-in-cheek approach." An accountant who sold his first properties in 2001, Wallace said he was joking with his wife one day when he told her that their dog Tess could probably sell property, and that the traditional fee structure in real estate was much too high. "I caught guff from a lot of Realtors when I put that out there," Wallace said. "I got a lot of pushback initially." He even received a letter from a trademark administrator in the National Association of Realtors' Legal Affairs Department. The letter questioned his use of th...
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