During a recent speaking engagement focused on real estate marketing, I was asked a question about the role of advertising in the real estate development industry. Had it gone away? What really mattered? Many of the audience’s questions had been focused on marketing effectiveness and driving customers from the ad to the showroom. I think the room shuddered when I said that I thought there was still a real need for brand building in real estate marketing. Everyone is so focused on direct ROI on their marketing investment that they cannot see the need to build their brand with the appropriate target markets for their product (property). The result? Less distinction. Less product knowledge. Less sizzle and buzz for the property. One cannot live on direct marketing metrics alone.

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