Using Death to Sell Real Estate
Hello! If you're new here, you may want to subscribe to our RSS feed or get updates via email. Download the eBook "Selling Steamboat" for free. Thanks for visiting!
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?
No related posts yet.
Popular Articles
5 comments
I’ve got to be honest, I’ve never even heard of Alpine …. Alpine what? Ranch? I read the paper frequently, have been a local for several years now, and have never not once know Alpine Mountain Ranch exists. Marabou, now, how could you not. They’ve been taking up half a page in the paper for what seems like a year now. Marabou’s marketing has made it personal, like the girl who got a A+ on her paper….
For claiming to be a marketing specialist, your spelling and grammar skills are atrocious and embarrassing. Are you being paid as a consultant for Marabou? You would have more credibility if you disclosed that information.
I’d have to agree. Marabou has done a TON for this community and I can’t name one thing Alpine Mountain Ranch has done.
When I think of “Legacy” I think of all the money I’ve paid my estate attorney.
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.
Leave a Comment