Legacy -
leg·a·cy (lěg’ə-sē)
n. pl. leg·a·cies Money or property bequeathed to another by will.
Using death to sell real estate is an interesting approach from Alpine Mountain Ranch. Every time I see one of their “Legacy” ads I can’t help but think about death. Every I see them I’m reminded of my own mortality.
So we came up with a few tag lines they could use free of charge:
Alpine Mountain Ranch – Buy now the end is near!
Alpine Mountain Ranch – Because you can’t take it with you!
Alpine Mountain Ranch – A great place to spend your final days!
Alpine Mountain Ranch – A little closer to God
Alpine Mountain Ranch – Free estate planning with every purchase!
On the other side of town, their competitor, Marabou has created a ton of buzz, interest and community value. And guess what? There’re selling out. Alpine Mountain Ranch continues to languish because of this shallow marketing even though in a lot of respects it may be a better development. I just don’t think that reminding their target market of their mortality is an effective approach. It’s a turn off.
Whose team would you want to be on?
Jay is creative, dynamic, thoughtful and full of passion for new technology and helping businesses to reap the benefits of the platforms and tools available today. It's an honor to be able to assist a businessman who dedicates an incredible amount of time and his skills to charitable organizations within the community as well, including cancer fundraisers, churches, disabled sports and more. I would not only highly recommend working with Jay, I would thoroughly encourage it!”
Jay is a Marketing Technologist living in Steamboat Springs, CO. His experience includes work with iXL & Agency.com, and he's been a part of 12 start-up businesses.
I’m not paid as a consultant for Marabou. They’re doing a lot of things right. They understand the concept of community equity, how to create a story that people talk about and how to create positive buzz. They also have created a development that has great value. The real estate community in Steamboat could learn a lot from Marabou.
The tone of your comment suggests you are offended by this post – Maybe the “Legacy” campaign was your idea?
As for spelling – we try our best and if a typo on a free “blog” gets through every once in a while, well I’m sure the sun will come up tomorrow.
Thanks for reading!
My spelling is much worse than Jay’s…I only occasionally get accused of being a shill.
Open up your minds, gang! Kudo’s to Jay for saying something that doesn’t come out of the right out of the “hope I don’t piss anyone off-or lose respect-or offend anyone’s sensibilities” marketing 101 handbook. Agree or not, he made you think….and that’s what this is all about…
Jay O’Hare makes you think. period.