May 27, 2018

Marketing FAIL: The high budget, scientific test of business cards

Since the local auto repair shop chain doesn’t have wifi (I’d rather have wifi than old copies of newspapers, Men’s Health, nasty coffee and a 13″ TV showing reruns of Judge Judy), I walked down the street to a coffee house to get some work done while the auto is serviced.

On the counter of this nice little coffee shop sits 4 different piles of business cards from 4 real estate agents. Each agent is from a different company, representing a nice selection of what’s available professionally in this Northeast Ohio community.

Out of curiosity, I decide to do a little research quickly.

If I were buying a home today and had to choose these 4 agents purely on what I can find on their website, who would I choose?

Let’s start the fun…

Agent #1 from ERA: No website listed. But this agent is nice enough to give me 4 different phone numbers, including a home number, as well as an email address. I don’t want to talk to you yet, I want to search for homes. There even isn’t any information about the agent, but their headshot is huge! If only you could turn the ego off and give me info. I am greedy, I want info and I want it now. Cya. *throws card away*

Agent #2 from Coldwell Banker: She’s cute!! Okay, okay, back to the professional side. She only gives me 3 phone numbers and an email address, and once again NO WEBSITE LISTED! But oh wait, she’s a member of the “Coldwell Banker Chairman’s Club”… whatever the hell that means. Maybe we can get coffee and I can learn about what she loves to do on a Friday night and if she’d like to go on a nice romantic dinner on a boat on Lake Erie, watch the sunset and talk about short sales and their effects on the foreclosure rate in Cuyahoga County, but I wouldn’t buy a house from her. *throws card away*

Agent #3 from Keller Williams Realty: Oh good, a KW agent! They’re smart! I’m biased since I host, write and produce a podcast with many people in the company. Very nice card… and a team too! One phone number for each person… which is good, I don’t want to have to hunt you down on the phone. Wooohooo, there’s a website listed!!! Once I reach the website, THERE ISN’T A PLACE FOR ME TO SEARCH FOR HOMES IN THE MULTIPLE LISTING SERVICE!!! Sure I can see their ‘featured properties’ but I’m a greedy mofo, I want it all and I want it NOW! Oh so big fail. No info, no business. *throws card out*

Agent #4 from a local family owned company: What is it with agents giving me 20,000 phone numbers?! I’m not going to hunt you down people and I don’t want to talk to voicemail… that’s so 1998. I’m already turned off from the fact that she attempts to be cute in her slogan using her last name, Kidd. “I’m not KIDDing around! For a serious REALTOR, call..” UGHHHHH!!!!! I want info, not bad humor. Okay, she lists two different websites. One is her company’s website, which would make me wonder why you would want me to step away from your personal brand and go to the company brand, but whatever. The other domain listed is hers connected with her company. It directs me to her personal website. Oh good, I can finally search for a home!!! Albeit I’m already turned off by the slogan, but at least I have the info I need.

I’m a 27 year old small business owner that does business all over the world. Contrary to what my ex-girlfriends may say, I ain’t dumb. I don’t want catchy slogans or home phone numbers. You’re not going to win me over because your company spent $200 on a plaque that says “you sold alot, congrats, now go sell more, we need to keep the lights on.” I want to be able to take your card, get info about you and find homes online anytime, anywhere. If you won’t give it to me, I guarantee there are agents out there that will.

Is this a sign that the industry is that behind on the times? Haven’t agents learned yet that catchy slogans, big headshots, awards/memberships in clubs and 40,000 phone numbers will NOT win me over business? You may be the biggest real estate expert in the area, but I sure can’t tell by the little card you left on the counter. It’s NOT going to win my business.

Save your business cards. Don’t bother.

Thoughts?

(This is a re-post from an original article on MattHaze.com. Read the original here.)

Comments

  1. Scott Forcino says:

    i gotcha but i have a question… why on earth does a consumer need a realtor or even a realtor web site to search for listings ? Does Realtor.com, trulia or zillow or roost or frontdoor afford the user a capable search ? if so then why does a realtor want to “shepherd” a searcher thru their own search portal on their site ? to get more “leads” and therfore talk to more strangers —is this true because this “service” and this surreptitious, stealth effort is designed to “piggyback” their “representation” on the interest of the consumer in a home ?

    I think that their should be no search function a realtor’s site. Why not secure the consumer as a “client” by demonstrating value and then allow the client to search far and wide for the property they want ? Why is that such a threat ? C’mon…

  2. Scott Forcino says:

    i gotcha but i have a question… why on earth does a consumer need a realtor or even a realtor web site to search for listings ? Does Realtor.com, trulia or zillow or roost or frontdoor afford the user a capable search ? if so then why does a realtor want to “shepherd” a searcher thru their own search portal on their site ? to get more “leads” and therfore talk to more strangers —is this true because this “service” and this surreptitious, stealth effort is designed to “piggyback” their “representation” on the interest of the consumer in a home ?

    I think that their should be no search function a realtor’s site. Why not secure the consumer as a “client” by demonstrating value and then allow the client to search far and wide for the property they want ? Why is that such a threat ? C’mon…