Everyone has a movie that they watch every time it’s on, and I’m no exception. While flipping through the channels yesterday, I came across one of mine, the romantic comedy “Love Actually.” If you haven’t seen it, it takes place in London during the holidays and follows the lives of eight very different couples dealing with their love lives in various loosely and interrelated tales.
Bill Nighy plays an apathetic, seemingly somewhat addled, aging pop star named Billy Mack who is trying to come up with a hit. He does a remake of The Troggs’ “Love is All Around Us” for the holiday season called “Christmas is All Around Us.”
In order to regain his status as a pop star, Billy’s song has to overtake the holiday single from a boy band called Blue. What he does is part calculated risk, part mad genius, and all marketing.
Mack and his manager embark on a whirlwind marketing tour to promote their song. He makes a video, a tribute to Robert Palmer’s “Addicted to Love,” complete with a group of scantily-clad Mrs. Clauses playing the part of his backup band. In order to achieve his goal, Billy has to promote the single on Top-40 radio and TV shows.
Then, as he’s going through all of the interviews and appearances associated with being relevant on today’s music scene, he does something really weird.
He is himself. By relating his past experiences in the business, doing a couple of hilarious and memorable things on live TV, and promising to sing the song naked on Christmas Eve if it reaches Number One, Billy gains notoriety once again. His single overtakes Blue, he’s invited to parties at Elton John’s and he is once again on top.
What does this have to do with real estate marketing?
Billy has the older audience in his pocket, but he and his manager realize they have to cultivate a new audience. The nostalgia crowd is good for a few sales, but the younger audience buys more and will for years to come if they can appeal to them.
He draws upon his experiences of being in the business to a new generation of listeners. The younger crowd doesn’t know about Billy in his heyday. So he recreates it with a couple of well-timed events to get people talking.
Finally, by stepping outside his comfort zone and trying something new, Billy learns quickly to relate to the younger audience. But in the long run, he’s still just the same outrageous Billy Mack he always was.
Remember the old adage: If you do what you’ve always done, you’ll get what you’ve always gotten.
It’s easy to do the same things we’ve done to market real estate, but that’s not going to resonate with buyers in their mid- to late-20s. Marketing to a younger crowd can be difficult and uncomfortable. We’re not advocating that you go crazy like Billy. The secret is to be where they are: local entertainment publications, Internet and social media are just a few places where you should make inroads to cultivating a new audience.
We’ve got more options. If you’re ready to take your marketing success to the next level, call the real estate marketing professionals at 800.458.8245 for a free marketing consultation.