Coldwell Banker v. Edina Reality (Twin Cities Market)

Coldwell is taking a threat and fear approach. Edina is taking a user oriented human approach. First, Coldwell. Why do they think this will motivate me? Apparently they think I will have a feeling in the future and that because of that they think that I should act? No thanks. Also, How in the world do they think they can put this ad on in good conscience? How do they know what my wishes are? How do they know my feelings? How do they know what the future will hold or how my goals will fit with it? Talk about self service. They want people buying homes right now so they are willing to say things that imply buyers should feel like they are missing out, to feel threatened by lost opportunity, to feel like they ought be afraid of NOT acting now. Crazy, especially in the turmoil of this market, no one knows what is going to happen.

Edina Reality is taking a human approach and a user oriented approach. Edina has a set of videos, banner ads and billboards that put buyers and sellers together. The campaign is great for two reasons. One, it hones in on the obvious that even in these though times there are still people buying and still people selling homes. Two, When buyers and sellers come together there is often some kind of awkwardness and for all audiences in most of their lives they would not hang out with the buyers or the sellers of their home. Brilliant. We all can align with this and it is funny and well done. Also, it does not really matter who the person is that is buying or selling for the goal of buying or selling of a home to be accomplished. So we all for a short time will hang out with whoever is on the other side of the transaction. Heck, we might even sit on a red coach together and in all other times never choose to be there but for this occasion we are all relieved, excited and even eager to be on the coach. What a strong juxtaposition with the fear and wish approach, huh?

Check out Edina’s micro site for a series of clever videos http://www.wefoundeachother.com/. Note: even the web address is user focused. You will find a Motorcycle guy and a Mom, A Rapper and a Grandma, A Laddy and a Nerd, and finally a Hunter Guy and a Yoga Lady. I can tell you I laughed numerous times.

I think Edina could take this to the next level by sticking the videos on their website too, which is far and away the better of the two companies webestates. Also, Edina could step it up by auto playing the sound or in the very least including a replay button on their banner ads. Further, they could take the bold step of linking the banner ads NOT to their main site first but to their micro site instead and then on to the main site. People would love to see these videos and I don’t know about the traffic on this one but I can imagine more people would enjoy them than are doing so now.

What do you think, Edina or Coldwell? Where would you go first? How can you appropriate some of the insights here into how you talk to customers, and friends and family? Do you have your goals in mind or are you interested in helping them get what they want done done? Sometimes embracing awkwardness can be a relief.