There’s a new trend that I think is amazing and will leave you wondering if it might have something in common with your business.
It’s called hobbyhorsing. It comes from Finland and consists of riding horses… stick horses.
Yes, as you hear it. A stick horse, serious competitions, and even people who take it too seriously.
But what does this have to do with real estate marketing?
Think about this: every year something “innovative” comes along, a new “breakthrough technology” that promises to change everything.
3D glasses that put you in the house of your dreams, augmented reality that makes you feel like you are already living in it, virtual tours that seem to be from another world?
Why then do so many of these fads feel more like gimmicks than compelling sales tools?
Some of these technologies have come and gone without making the impact they promised. But what really works?
The answer may be surprisingly simple.
What it sells is much more basic and effective than you might think. And no, it has nothing to do with the hottest tech trends of the moment. Before I tell you what it is, think about the times you’ve actually felt connected to a place…
What converts, what strikes an emotional chord, is not an extravagant novelty.
It is something much closer: video. Yes, a good video that not only shows, but also connects by doing what the big tech promises have failed to do.
Before launching into the next “big thing”, one last thought:
are you really selling apartments… or are you participating in a hobbyhorsing championship?
The difference is more subtle than it seems,
but it can make the difference between success and failure.