Posted by Jonathan J. Miller -Monday, March 12, 2012, 9:45 AM
I saw this TV ad and I liked the message – it struck me as the way real estate brokerages should have been talking about the housing market long ago. Don’t speak about it as an investment like a stock pick, but soft sell it as an experience. Coldwell Banker gets it right. The Tom Selleck connection didn’t hurt either.
It initially caught my attention because it was a tongue-in-cheek valuation approach:
You start by taking the smell of pancakes made on a Sunday morning and times that by the sound of kids laughing from the bottom of their bellies. Then you add the taste of a good cabernet with family at Thanksgiving and multiply that by the warmth of a winter fire. Then you subtract the stress of work and minus the struggles of the outside world, add the power of a bedtime story and times that by the square root of a grandmother kissing her grandchild. Multiply all this by about 50,000 memories and 100,000 smiles. And then you have a value of a home.
Apparently all those appraisal courses I’ve taken over the years were for naught.
“People’s homes are so important because they are the setting for life’s most meaningful moments,” Michael Fischer, chief marketing officer for Coldwell Banker, said in a news release. “While the economics of homebuying are critical, we must remember there is much more to it: lifestyle, memories, family and pride of ownership.”
During the housing boom and bust, real estate messaging lost its way.