Fly in a Think Tank

Like Superman when you wear glasses you are incognito.

As a private home seller I had the luxury to sit in a marketing study this week-end. I sat around a table with other like minded sellers. We were there to look at the new advertising campaigns of the real estate industry and their focus on howrealtorshelp.ca.

We looked at two campaigns and six separate commercials. All were working on using humour and exaggeration to make their point.

The first campaign was entitled "Realtors know what you don't" and focused on 3 situations.

1. A lady is seen thrashing paperwork around her desk. She "comically" picks up a potted tree and whacks papers off her desk. A voice over says "Sandy has just spent the last 5 1/2 hours trying to figure out the the details of the offer. There are many terms that Sandy just doesn't know. Terms like "in propria persona" which means acting on her own behalf. The voice over says "Find out how a Realtor can help you. Visit howrealtorshelp.ca to find out more."


2. A man is seen jumping up and down "comically" on his bed. He is dressed in nothing but Bart Simpson boxer shorts and one sock. He is throwing a temper tantrum. A voice over says "Brad seems a little upset. And he should. When he bought the house he didn't use a Realtor that would have told him the flight to Spain flew 850m over his pillow every 47 minutes". The voice over says "Find out how a Realtor can help you. Visit howrealtorshelp.ca to find out more."


3. A man is seen in his house coat running threw his a garden knocking the tops off the flowers with an inflatable pink guitar. A voice over says "John is a little upset. He didn't realize that for what he just sold his house for he could have bought a Tahitian Mud hut. Neither did his wife, but she does now." The voice over says "Find out how a Realtor can help you. Visit howrealtorshelp.ca to find out more."

The second campaign was geared towards getting bad advice. There were 3 commercials here as well:

1. Outside of "Dunky Do's" donut shop. A voice over says "Do you know what Land Transfer Tax is? Let's ask Angie down at the local donut shop" they cut into a friendly woman that talks like she has know you her whole life "You see Land Transfer Tax is when you have something in your backyard that you want to transfer to your new house. I live in a condo so I don't have to pay for land transfer, I pay condo transfer tax." The voice over says "When you need professional advice look to a professional. Visit howrealtorshelp.ca to find out more."


2. Outside of "Wailing Ed's" Pub. A voice over says "Do you know what closing costs are? Lets ask Brian, local bar man." They cut to a late 30's barman that talks like he has know you his whole life "You see the closing costs are what you owe when you close the door of the house you are leaving and open the door of the one you are moving to. You don't pay until you open the new door. You can avoid them by climbing in the window. That's how you stick it to the man." The voice over says "When you need professional advice look to a professional. Visit howrealtorshelp.ca to find out more."

I really wish I could remember the 3rd one but by this time all I heard was Charlie Brown's teacher. I do remember that it was a hair dresser telling us some overly exaggerated obviously wrong advice. You see the Realtors have been using this same message for a while now. You may recall seeing the commercials with the mother-in-law showing the young couple a home or the one with a young couple coming to the door to see a home and the home owner is waxing his chest.

Here I am sitting at a table with 5 people. Male and female, young and old, single and married. All here for one reason. We all chose to sell properties privately. The lady conducting the event was rather surprised at how much the group didn't like these ads. Hmm let me think about this. Am I going to be drawn to an ad the tells me I'm stupid?

I know my thoughts, but what are yours? Am I missing something? Are these ads hitting the mark? Would you decide to call a Realtor based on these ads? What would it take to call a Realtor?

I look forward to your comments.