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Who is Who?
Here we have a collection of screenshots from the websites of several large real estate developments here in Steamboat Springs. Can you identify which website is for which development? Click on an image for a larger size (opens a new browser window).
| #1 |  |
|---|---|
| #2 |  |
| #3 |  |
| #4 |  |
| #5 |  |
Don’t feel bad if you can’t identify these projects. The best score I’ve seen so far has only been 1 out of 5.
This is what happens when companies play it safe. In their own bubble, who can complain about pretty pictures, views, meadows, animals and wooden structures? But the reality is that playing it safe, staying in the middle, “doing what the boss says” does not do a thing for the people who matter the most - the customer. None of these sites tells a unique story, none of these sites offers any differentiating features and I can imagine the end user quickly getting confused after viewing just a few of these. Why choose Marabou over Alpine Mountain Ranch? What’s the compelling story?
In their own bubble, who can complain about pretty pictures, views, meadows, animals and wooden structures?
With choices for second home buyers approaching infinity, the smart move would be to speak to these people on their terms. Offer solutions to their problems. Tell a story that’s compelling and easy to remember. Think of them not the boss. Offer different versions of the site for different markets (the Dallas version, the Miami version, the San Diego version, the richest neighborhood in Atlanta GA version). It’s far cheaper and more effective than trying to be all things to all people.
Note:
As I write this, I noticed a new Alpine Mountain Ranch ad on the back of the Pilot. If I hadn’t looked closer I would have taken for a Marabou ad. Little blond girl on a horse with her mom (it looks like). “Legacy” is the title. Isn’t this a direct copy of Marabou’s campaign? Come on Tony & Pam - can’t you get more creative than that?
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