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Real Estate – Play That Funky Music

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beatlesIsn’t it interesting how a person can hear a song and feel as though it were written just for them?  Nietzsche said, “Without music, life would be a mistake.” Last week I talked about real estate’s influence on  literature, and today I think we should consider how some of the most famous songs in the world were influenced by our often undervalued profession. Here’s my evidence (would I lie to you?):

Happiness is a Warm Gun (A Brokers Open in South Central)

I’m a Loser (An agent with a bobble-head Omarosa on his dash)

Lucy in the Sky With Diamonds (A Beverly Hills agent on nine cups of java)

Please, Please Me (Refrain of the Greek Chorus at a Listing Appointment)

Another One Bites the Dust (Refrain of the Greek Chorus when your buyer tells you he recently “invested” the down payment money)

Eight Days a Week (A slacker week for an agent.)

Thriller (A 4% commission that requires no sexual favors)

Brown Sugar (A sweet deal that turns to s__t.)

Dancing Queen (A West Hollywood agent at COE)

Straight Outta Compton (A house with bullet holes for air conditioning)

Bang Bang (Name of the HVAC company that services Compton)

Knockin On Heavens Door (A contingency offer…that’s 20% under asking)

Don’t Let Go (Refrain of the Greek Chorus when your hands are around the neck of the guy that’s fighting you for procuring cause)

You Shook Me All Night Long (Twilight Open near the San Andreas Fault)

Would I Lie To You (An extra credit question on the state real estate exam – the multiple choice selection is: a) Yes b) Why Not? c) Does a turd float? or c) All of the above, bozo)

Got To Give It Up (Advice to the seller chained to his basement bar screaming, “Noooo – not the brewskis!!!)

Ain’t Nothing Like the Real Thing Baby (Advice to the seller with the neon Elvis over his couch)

The Tracks of My Tears (The road from here to your last failed escrow)

Take All of Me (An agent’s plea while lying prostrate in front of a lender on day thirty of his vanishing deal)

Chattanooga Shoe Shine Boy (The agent who used to sit at the desk next to yours.)

Light My Fire (New Jersey alternative to selling at a loss)

Chain of Fools (Seven wasted agents in a Limbo line)

La Vida Loca –  (Uber-obvious, no?)

Why Try to Change Me Now? (Most popular rehab center for agents)

Money, That’s What I Want  –  The first five words an agent learns in real estate…and the last!

(For more fun,  read Real Estate’s Influence on Literature:  Real Estate and Literature – Imitation is Flattery on Agent Genius)

I wear several hats: My mink fedora real estate hat belongs to Sotheby’s International Realty on the world famous Sunset Strip. I’M not world famous, but I've garnered a few Top Producer credits along the way. I also wear a coonskin writer's cap with an arrow through it, having written a few novels and screenplays and scored a few awards there, too. (The arrow was from a tasteless critic.) My sequined turban is my thespian hat for my roles on stage, and in film and television, Dahling. You can check me out in all my infamy at LinkedIn, LAhomesite.com, SherlockOfHomes, IMDB or you can shoot arrows at my head via email. I can take it.

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24 Comments

24 Comments

  1. Missy Caulk

    September 18, 2009 at 12:38 pm

    Ha…funny how the titles can be so true.

  2. Gwen Banta

    September 18, 2009 at 1:08 pm

    Yeah, it’s just fun Friday humor, Missy. I’m the court jester who is there for the entertainment portion of the program. But I think it’s important to have a few laughs because we have been subject to stressful times in our very challenging profession.

  3. Joe Loomer

    September 18, 2009 at 5:49 pm

    Read this as I was heading out for my wife’s birthday! Now I’m in an even better mood!

    I would add:

    The Low Spark of High Heeled Boys (what you hear walking down the street while showing the USMC retired Gunney and his pastor wife the home of his dreams)

    Burning Down The House (what you feel like doing when the Seller rejects an offer and recommends a LIST PRICE INCREASE because you got an offer within the first two weeks)

    Escape (need I say more? The home’s a s__t hole, a dear friend referred you to list it, they think it’s the Taj Mahal)

    How Deep Is Your Love (your best friend listed their house with you, you bring an offer, they ask if you’ll reduce your commission)

    Navy Chief, Navy Pride

  4. Gwen Banta

    September 18, 2009 at 7:37 pm

    These are fantastic Joe. – you made my day. I have my own take on a few:

    The Low Spark of High Heeled Boys – West Hollywood agents fighting at a listing presentation (FYI: that’s our Castro section)

    Burning Down The House – Gwen Banta preparing food at a Brokers Open

    Escape – The gases emanating from the old man who won’t leave your open house

    How Deep is Your Love – I’m stymied here. We need to get Matt Stigliano in on this – it’s right up his rock n roll alley.

    Hello, Matt??? Hello, any of you other twisted Geniuses out there???

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Business Marketing

Use the ‘Blemish Effect’ to skyrocket your sales

(MARKETING) The Blemish Effect dictates that small, adjacent flaws in a product can make it that much more interesting—is perfection out?

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blemish effect

Presenting a product or service in its most immaculate, polished state has been the strategy for virtually all organizations, and overselling items with known flaws is a practice as old as time. According to marketing researchers, however, this approach may not be the only way to achieve optimal results due to something known as the “Blemish Effect.”

The Blemish Effect isn’t quite the inverse of the perfectionist product pitch; rather, it builds on the theory that small problems with a product or service can actually throw into relief its good qualities. For example, a small scratch on the back of an otherwise pristine iPhone might draw one’s eye to the glossy finish, while an objectively perfect housing might not be appreciated in the same way.

The same goes for mildly bad press or a customer’s pros and cons list. If someone has absolutely no complaints or desires for whatever you’re marketing, the end result can look flat and lacking in nuance. Having the slightest bit of longing associated with an aspect (or lack thereof) of your business means that you have room to grow, which can be tantalizing for the eager consumer.

A Stanford study indicates that small doses of mildly negative information may actually strengthen a consumer’s positive impression of a product or service. Interesting.

Another beneficial aspect of the Blemish Effect is that it helps consumers focus their negativity. “Too good to be true” often means exactly that, and we’re eager to criticize where possible; if your product or service has a noticeable flaw which doesn’t harm the item’s use, your audience might settle for lamenting the minor flaw and favoring the rest of the product rather than looking for problems which don’t exist.

This concept also applies to expectation management. Absent an obvious blemish, it can be all to easy for consumers to envision your product or service on an unattainable level.

When they’re invariably disappointed that their unrealistic expectations weren’t fulfilled, your reputation might take a hit, or consumers might lose interest after the initial wave.

The takeaway is that consumers trust transparency, so in describing your offering, tossing in a negative boosts the perception that you’re being honest and transparent, so a graphic artist could note that while their skills are superior and their pricing reasonable, they take their time with intricate projects. The time expectation is a potentially negative aspect of their service, but expressing anything negative improves sales as it builds trust.

It should be noted that the Blemish Effect applies to minor impairments in cosmetic or adjacent qualities, not in the product or service itself. Delivering an item which is inherently flawed won’t make anyone happy.

In an age where less truly is more, the Blemish Effect stands to dictate a new wave of honesty in marketing.

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Business Marketing

7 ways Instagram Stories get people pumped about your brand

(MARKETING) Instagram stories are widely used, so why shouldn’t marketers get in on the Insta-story action?

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Instagram

Instagram Stories long ago surpassed Snapchat at it’s photo-sharing joy, and has found to be a great place to build brand awareness and build your customer base.

Here are a few ways that you can use stories to get people excited about your brand, products, and service.

1. Share the story of your business

Showcase the creation of a product or service, or share something (legal and fun) that your team is working on. These behind the scenes productions humanize your brand and can really get people excited about it. Check out what Union Fare does!

2. Preview live broadcasts

Are you doing a Facebook Live or WebEx demonstration? Use Instagram Stories to tease and generate some excitement or pull attendees from one social media platform to the other.

3. Showcase your stuff in action

Whether it’s demonstrating an application, showing off a recipe, or showcasing an outfit, you can use stories to show what the end result of a product is and help them generate ideas on how to use that stuff! Because Instagram Live can be done spontaneously, you can show authentic, non-scripted demonstrations easily.

4. Brag time

When you support a brand, you get excited that you are a part of their wins. Share relevant milestones (subscriber counts, new products, new revenue, new contracts, new products, etc.) with your base. This helps build connection with your base.

5. Countdowns and giveaways

You can use stories to facilitate ways to get people excited about upcoming giveaways or new launches. Unlike static marketing, the use of countdowns can really get people emotionally excited and build anticipation for new products or services. You could also use stories to give special sales or unique giveaways that give a more “exclusive” feeling.

6. “Takeovers” from influencers or partnerships

If you are working with a promoter or influencer, you can have them generate content to send them over to you to use their voice to target your audience. The influencer can send you pictures and videos that you upload yourself, rather than handing over your account username or password (like with Snapchat). This is a great way to work with someone who already has a following that can help you expand your service or product reach.

7. Create unique content

Odds are, especially for smaller businesses and new entrepreneurs, you don’t have a lot of time to invest in production value for other advertising. Instagram Stories with the use of stickers, paintbrush, and text can be a great place for raw, but still polished content that has a one of a kind feel. Familiarize yourself with the tools, and don’t be afraid to get artsy.

Make Instagram work for you

Instagram is constantly adding new features, so make sure you stay tuned for updates and play around with those features often. For example – Instagram stories can rewind or being hashtagged. Or use the eraser brush to do slow teases or product reveals.

Given that users can now bookmark content as well, you can create demonstrations or examples and give your audience a quick reference to your content. Get learning, check out stories, and start building those unique, intimate, and creative engagements with your consumers.

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Business Marketing

Half of all Instagram users buy immediately after seeing an ad

(MARKETING) If you’re advertising on Instagram and yielding no results, read on – it’s a gold mine for *some* types of brands.

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instagram

If you’ve been on Instagram you’ve likely fallen victim to the algorithm’s knack for showing you advertisements for something that seems exactly suited to your tastes. Or, someone you follow on the app tags their post with the name of the brands that make up their cute outfit and you decide to see what else they might offer. I’ve ended up with more than one pair of sneakers this way.

Instagram’s popularity and effectiveness have made it a marketing powerhouse. Over 130 million people look at product tags on the app each month.

Recently, Facebook commissioned a study asking users to explain what their interaction with companies and brands on Instagram was like. A whopping 66% of people said that the used Instagram to interact directly with brands — and 54% of users said they purchased something immediately after seeing an ad in their Instagram feed. Ads that are in the “stories” feature, independent of users’ feeds are especially effective.

After it was acquired by Facebook, Instagram has grown to account for over 19% of the tech-giant’s advertising spending — nearly double what it was in 2018.

Facebook is planning on continuing to capitalize on Instagram. They announced that soon users won’t need to navigate out of their feed to the retailer’s website purchase items, but rather have the ability to buy things in-app.

Instagram will take a cut of these in-app purchases and partner with PayPal to process payments, adding a new revenue stream to the growing platform.

As part of expanding its foray into shopping, Instagram is also partnering with its most popular influencers.

These people will be able to directly sell the products that their sponsors are offering through their accounts, rather than direct them to their sponsor’s account. At the beginning, only major accounts belonging to celebs like Kylie Jenner or Gigi Hadid will have this option, but it seems like after its initial launch more sellers will be to take advantage of the feature.

So, be prepared to have even more sneakers in your future, friends. It looks like those Instagram ads are going to get even more powerful.

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