Ever wondered why real estate — one of America’s leading industries — lacks marketing innovation, or why new home sales and marketing professionals are so afraid to step outside their comfort zones?
“Hey, did you see that amazing new home builder in AdAge,” said no one ever.
Well, the crux of the problem is that the real estate industry is light years behind just about every other major industry. And it’s not for a lack of technology, budgets, or smart, creative people.
So what’s the deal?
As an advertising professional who has spent nearly a decade building a thriving and successful marketing firm (often banging my head against a wall through the process), I’ve often contemplated why so many innovative ideas are rejected.
The only plausible answer I could come up with is: risk aversion. The real estate business is all about minimizing risk and limiting exposure. Did you hear that: Limiting exposure. That’s the antithesis of what great marketing should do. And therein lies the problem.
This inclination has stymied the tide of innovation. It has pushed creatives, innovators and big thinkers into a box, rather than challenging them to think bigger and be bolder.
Change seems to take a little longer in the home builder industry but it is possible. As marketing professionals, we must relentlessly pursue ideas that challenge convention and look for like-minded partners looking to lead the charge.
So this is a call to arms. To all the trailblazers, innovators and risk takers: Let’s shake things up. Let’s challenge ourselves and our teams to push the boundaries of marketing greatness. Let’s stop letting risk aversion be our compass and instead start focusing on surprising and delighting consumers.
“OMG. Home builder work is really dominating at this year’s Webbys. Not.”
After all, when it comes to advertising and communications, the biggest risk you can take is taking none at all.
Robert Galletta is managing partner at Blackjet Inc., a Toronto-based, Webby award-winning digital and design agency with extensive real estate experience. The agency’s philosophy is to be fearless; and it challenges both clients and partners to do the same. Blackjet’s work recently won five Gold awards at the 2016 Nationals in Las Vegas.
