Most real estate commercials are filled to the brim with ethnically diverse buyers that look like they are from different socio-economic backgrounds. The music is typically enthusiastic and designed to make consumers want to open their wallets and spend money on a home, whether it is the first time or a repeat buyer.
Some real estate search commercials aren’t agent-centric, rather focus on the buyers, but then there are tv ads like Zillow’s which don’t feature an agent at all, even though there is a sign in the yard, which implies at least a listing agent is involved.
But Berkshire Hathaway’s new commercial offers a subtle alternative to the cookie cutter commercial:
Did you see it? The agent. Watch again, and consider the agent.
NAR reports that the typical Realtor has 13 years of experience, is 57 years old, works 40 hours per week, and 57 percent are women. Half have at least a bachelor’s degree, and 90 percent are homeowners. Under two percent are under 30, and only four percent are between 30 and 34.
Instead of a perky 22 year old new agent, the ad features a depiction of the average agent, instead of selling an image. It’s subtle, but it’s accurate, and it’s brilliant. Way to go, Berkshire Hathaway.
Lani is the COO and News Director at The American Genius, has co-authored a book, co-founded BASHH, Austin Digital Jobs, Remote Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.
