Real estate is a very dry category, with virtually nobody doing anything remotely conceptual. (Oh, the missed opportunities!) There are a lot of studio portraits of smiling realtors and fancy pictures of house listings, but no real point of differentiation between one real estate company and another. We couldn’t find even one real estate agent who created a brand identity that a client could connect to on an emotional level.
We wanted to change that and give our client a brand that was not only easy to relate to, but that would get attention. This campaign was based on the perception that realtors frequently don’t tell the truth. So, we decided to go right at it. Our client was smart, highly educated and hard-working, but what she really prided herself on was her honesty. With bright colors, whimsical type and humorous headlines featuring her commitment to truth, we thought this campaign would be an absolute stand-out in its category. And the client thought so too, until she didn’t.
This campaign, like so many others, didn’t die of a faulty strategy, or bad creative, it died of fear. Sometimes, as in this case, the client simply wasn’t ready to be quite so bold. We mourned a long time over this loss, but not to worry, we sold another campaign, not quite as distinctive, but nonetheless, a brand builder for this small realtor.
We never like to push a client into doing something they’re uncomfortable with, unless they have asked us to do that (and many have, in order to really get noticed). We tell clients that they should love their work. Because, let’s face it, it’s the work that’s representing their company or service. We’ve had clients that were nervous about a drastic change in their marketing, but trusted us enough to go with our recommendation. Those are the kind of client relationships we really value and that we’re always working hard to create.