Marketing

Agent casts daughter in starring marketing role

Listing photos showcasing lake highlight home's best feature

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Editor’s note: This post explores a marketing tactic submitted by Jay Zwelling, the most recent winner of #madREskillz, a weekly Inman News Twitter competition. When it comes to marketing, sometimes your kids are your best asset, says Jay Zwelling (@BrokerJayZ), an agent at ShowcaseMiami Realty, passing on a bit of wisdom imparted to him by his broker. Zwelling recently wove adorable pictures of his daughter into the photo gallery of one of his listings on the local multiple listing service. Featuring his daughter cruising on a stand-up paddleboard, the photos showcased the home’s lake, drawing attention to what Zwelling said is the home's best feature. Credit: Jay Zwelling The stunt paid off. “You see a photo of a kid on a paddleboard in a purple bathing suit on the water  -- it’s kind of different,” Zwelling said. “People remember that, and I tell them that’s my daughter.” The images made such a strong impression on one potential buyer that she ...