Let’s play a game, and give your real estate service pitch a complete 180 strategy makeover while we’re at it.

I was today years old when I learned about No Name — Canada’s most boring brand that is in a constant state of existential crisis. The packaging is lowercase Helvetica over a yellow background. The website says, “Website”. The Twitter page says, “Twitter page”. Their sole ad campaign of the last decade saw them matter-of-factly […]

“Storytelling marketing” is an overused buzzword that’s been around for a while, including now in Realtorland. There’s obvious truth to the concept — AND I think we’re mildly sick of experts telling us to do it, because “tell more stories in your agent marketing” couldn’t feel more ambiguous. Am I right? Granted, I firmly believe […]

Life is full of regrets, and today I shall tell you one of mine. But first, context.  Something that consistently annoys my husband, Joe, is how hungry I am 24/7.  My breakfast is just preparation for lunch, and while eating lunch, I am fantasizing about dinner. The best part of every vacation is scouting out […]

Realtors have a hundred and one problems every day, but as company founders, they often seem to forget that positioning is one of them. Possibly their biggest one. And after 8+ years as a creative devoted to the real estate space (that’s a lot of emails / texts / coffee chats / phone calls with […]

When I’m talking to Realtors about their personal branding, a question that often arises is whether or not agents should separate their business profiles from their personal ones on social media. What they’re really asking is the Big Hairy Question… Just HOW large should I loom in my work without smothering the audience, or feeling […]

I don’t think the creative work our studio does is superior to any other kind of work, but there is a particular intimacy to it that is undeniable. I imagine you may feel the same in real estate. Where “the work” is one thing, but the client stories intertwined with your work are another, almost like a sweet package […]

Let’s talk about storytelling in your real estate marketing, but make it actionable + no-fluff. I’m going to show you a real-life, stunning-in-its-simplicity example of marketing storytelling done well. Then I’m going to steal that exact same copywriting and apply it to real estate. (Same as I did, equally as brazenly, when I poached this campaign […]

Today as I sat down to write this email, I realized that much of my recent writing has been, technically, stealing. Last month in your Inbox, I stole a fabulous example of marketing storytelling from HEY and applied it to real estate. (You all loved that one.) Of course there’s more. I’ve been known to poach the Panera Bread […]

Caroline here. Today I want to share a quick rumination (more like a random collection of cautions, Post-It Note style?) on renaming your real estate business. Despite the fact that renaming is not an exercise our studio offers, I talk about business names plenty with the Realtors who engage us or reach out to poke more […]

Sometimes I’m on the phone with Realtors describing their branding woes, and I hear them say things like, “I’m just not a marketer. I’m a people person and I care about the relationships,” when talking about their service. It’s a noble yet tricky statement. What I notice is the minimization, even embarrassment at times?, around “marketing” as […]