Here may be a new housing trend: personifying your for-sale home in a Twitter account.
Bob the House — a three-bedroom, one-and-a-half-bath ranch in the Chicago suburb of Mount Prospect — has been tweeting about his journey on the market since October. You’ll find Bob to be a rather inspirational house, tweeting messages of positivity and hope on a regular basis, along with fanfare for the Chicago Cubs and humorous updates about his search for the right family. (“Six showings today! You like me, you really like me!”)
Here’s the open secret: It’s not really Bob who’s doing the tweeting. It’s his “handler,” Rich Burghgraef, an account executive with sales consulting firm Randolph Sterling, Inc. Burghgraef writes in a blog post that he created Bob, whose name comes from the street the house lives on, Robert Drive, as a way to get away from typical advertising tactics. It seems Bob was a hit, with showings of the home going from one or two a weekend to six and eight after the Twitter account debuted. It may have even been responsible (or at least contributory) to the ultimate happy ending, as Bob tweeted on March 1: “My new family moved in on Friday. Thank you all for taking an interest.”…
Burghgraef says that he used Bob to make a personal connection with buyers, not just to throw marketing messages of “buy me!” at them. Bob would tweet about the school that taught him to tweet (so there’s a good school in the neighborhood!); his friend, the stop sign (safety first!); and his stepson, the swing set (don’t you see your family here?). The home’s Twitter account gave buyers a new way to “fall in love with him even before stepping in for a showing,” Burghgraef says.
A clever way to use social media. The several accounts I read of this phenomena did not provide much evidence regarding the effectiveness of this tactic. Of course, social media attention is one of the currencies of today’s social realm so why not leverage it to help sell your home?We can’t be too far away from someone automating this process so that every new housing unit on the market could take advantage of Internet available information about the neighborhood and surrounding area to develop a winning personality.
I think Burghgraef is right in suggesting that this could be particularly effective with real estate since there is a high level of emotional investment. While we could imagine all sorts of consumer goods having their own online personalities, not all of those goods might have the same emotional connections to their owners.