May

22
2008

Today's open social a legacy from the past

Marc Davison

If you think your customers know you by reading your Web site bio, think again.
If you think you create loyalty from a simple brand statement, think again.
If you think all this innovation separates you from tradition, please think again.

The past

Every Friday morning, as a boy, I joined grandma on her weekly trek to the butcher. Shelly knew exactly what kind of chicken grandma preferred for the Sabbath meal.

It was bagged when we arrived. Her name, scribbled across the wrapping. A few marrow bones thrown in for her soup. No charge.  more...

May

15
2008

Philosophy the talk on the cereal box

Marc Davison

Dad was in show business. He managed talent. What I remember most was how he spoke to his clients. He loved them. He was their biggest fan.

Philosophy is the talk on the cereal box

One summer night, below street level, in the dressing room of the now historic Folk City, I was offered a major recording contract. A considerable detour for an Ivy Leaguer.  more...

Apr

22
2008

Where's mom when you need her?

Marc Davison

Once upon a time, you "walked in" for real estate services. A pleasant face greeted you. You had questions; helpful people had answers.

It was simple, friendly, and it worked.

You called, someone answered. You were handled, not routed through some invisible air traffic system waiting for a faceless controller to pick you up a day later with a response.

The Realtor was once a servant, performing the heavy lifting and attending to the smallest details. Making sense of things.  more...

Apr

8
2008

Zillow Mortgages: a case study in how to build a brand

Real estate companies battle the brand issue daily. It's a fight to connect a company message to the customer's actual experience when the brand's soldiers -- the agents -- are trying to build their own brands. Brokers fail because the message hardly ever matches the experience.

Flawed campaigns  more...

Mar

25
2008

Looking for 'Jericho' and finding Mayberry

The explosion assaults your otherwise quiet, habit-filled day. In the distance, a massive mushroom cloud heaves toward the heavens. Seconds later, you buckle from the shockwave. An electromagnetic jolt shocks you back to the Stone Age.

When you regain consciousness you realize the dust shower now settling on your town was once a nearby metropolitan city. Days pass. Amid the chaos, you learn that this Armageddon was released on several dozen major metropolitan cities by the very hands of the newly formed, self-appointed government now taking over the country.  more...

Mar

19
2008

Real estate: the least trusted profession

In 2006, Harris Interactive published a poll listing the most (and least) trusted professions. Doctors topped the list, and were "completely trusted" by only 50 percent of respondents. Real estate agents neared the bottom of list, again, barely beating out stockbrokers and lagging auto mechanics, lawyers and insurance agents.

Musings, press clippings and polls taken in the United Kingdom show estate agents are viewed in a similar light there.  more...