Industry News

Part 2: Out of the box and into the ditch

The Davison Files

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Editor's note: This article is Part 2 of a four-part perspective series looking at the impact of new online social media on real estate. See Part 1, "Real estate's Adult Friend Finder"; Part 3, "Real estate and social media spark bright future"; and Part 4, "Blinded by the light." Toyota recently announced that it is abandoning traditional media to market its new Scion xB. The company has gone all in on a Web strategy. Research tells them this vehicle's target consumer resides on the Internet. The Internet is where these consumers buy their music, meet other people. It's where they spend their time. Toyota has done something incredible here. Go to scion.com; the site resembles, reflects, connects with Toyota's customer. There is even a social network for "members" who are Scion owners. Some would refer to what Toyota has done as out-of-the-box thinking. I disagree. It couldn't be more conventional. They've determined where their customers are going and have decided to go there with ...