Marketing

Fliers may disappear into the void, but a coconut in the mail is hard to ignore

Real estate marketing firm says dream up a strategy that's unique to you

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This post explores a marketing tactic tweeted by the winner of Inman News' latest #madREskillz contest. Tweet an innovative marketing tactic on Tuesday and tag it with #madREskillz for a chance to become our next winner.  Once upon a time, a real estate agent discovered a coconut at his door. “What a pleasant surprise,” thought the agent. “The next time I have a crippling hangover, maybe this will help.” But when the agent cracked the coconut open after a night of merrymaking, he felt wronged: There was no coconut water inside.   The coconut was the centerpiece of a marketing campaign by a Del Mar, California-based real estate marketing firm, Lyra : Sold. Lyra designs "lifestyle-property" films, websites and social advertising campaigns for top producing real estate agents. It tries to win the business of agents by sending them coconuts -- a tactic that the company says some agents could also use to attract buyers and sellers. But when mailing ...