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 O’Hare is a professional in every way. He kept in touch and helped us through the planning process of our web advertising in a very efficient and thoughtful way. The outcome is absolutely beautiful and functional. I am extremely pleased!”
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.