Why bus-bench ads don’t work anymore: They can be easily obscured — by a sleeping homeless man. Why real estate refrigerator magnets are fruitless: They end up in the junkyard, still clinging to outdated and discarded kitchen appliances.
Those are reasons why real estate professionals need to leave old methods of communication behind and move into the modern age of social media to promote their businesses, according to a new “mockumentary” by RESAAS. The video, “The Evolution of Real Estate,” uses humor to drive home the point that practitioners who don’t embrace new technology and modern communication are being left behind.
While meant to take a funny approach to the topic of modernized marketing — the video is narrated by a Shakespearean actor who speaks in an old-century stage manner — the problems of using old-school tactics in a modern world can be very serious for business.
“Our concept and strategy was to show agents how transforming from old-school tactics to new digital media isn’t so difficult or scary,” says Lisa Francilia, who manages marketing, branding, and advertising campaigns for RESAAS. “It’s an evolution that embraces new technology and promotes real-time interaction online between a network of agents. We’re suggesting that there’s a new way of communicating, so that’s how we should market ourselves, too.
A number of powerhouse real estate names, such as Christophe Choo, president of the Christophe Choo Real Estate Group at Coldwell Banker Previews International, are featured in the video.
The mockumentary is meant to do more than promote RESAAS, a social network platform that allows agents to connect and share listings and other items of interest with each other and their clients. It’s meant to promote a way of thinking that “involves many organizations, associations, and individuals who believe that change is good and that technology provides incredible opportunities for everyone in the industry,” Francilia says.
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