A Renaissance in Real Estate?

Perception and reality have been forever changed in 2020 as almost every facet of life has been altered in one way or another. Where the only constant is change, bringing with it dilemmas for marketers.

Are We in the Middle of a Renaissance in Real Estate?

I’m sensing a coming renaissance in real estate, a new movement, and “rebirth” of the very meaning of home.

A period of great revival, celebration, and cause—bringing new wisdom and reflection on the importance of home and staying grounded in the moment, in every moment.

Homes are not just places of residence—they are the containment of life itself.

The comfort, pain, joy, fears, desires, happiness, and memories—all live within those walls.

Perhaps a new intellectual movement around “home” will ensue—when architecture and design will be elevated into a higher art form to be discovered and rediscovered alike.

It’s a transitional moment in time for our homes—let’s make it a movement.

A new era of artistic growth and appreciation of home and where we live.

Welcome to your new home.

Balance and Order

Onto my favorite subject—marketing.

How about a coming renaissance in marketing?

A new age of balance and order in marketing.  

When the “game” is no longer a game.  Where the objective is not to “steal attention” but earn it.  Where data and privacy are transparent and treated ethically and seriously.

Like the archetype renaissance man himself, Leonardo da Vinci offers further insight into the wondrous world of marketing with a few relevant quotes (altered for marketing posterity): 

“The greatest deception (marketing) men suffer is from their own opinions.”

“Nothing strengthens (a marketers) authority so much as silence.”

“The noblest (marketing) pleasure is the joy of understanding.”

“Learning (marketing) never exhausts the mind”

(Marketing) simplicity is the ultimate sophistication.”

The Marketer’s Dilemma

The demand for consumer attention has never been higher…

…and the marketing noise out there has never been louder.

But the consumer is bored, tired and frankly, doesn’t give a shit about you or your marketing message.

What next?

Now that’s a question that keeps me up at night, how about you?

And why learning marketing never exhausts the mind.

To start, there is no single right answer.  It’s a never-ending search for knowledge and discovery.

But as Greek mathematician, Archimedes, first articulated many moons ago, “the shortest distance between two points is a straight line.”

And for all brands and marketers, that line points to the consumer.

I’m sure you’ve heard the term, “direct to consumer,” it’s happening everywhere, and the trend has accelerated ten-fold in 2020 with COVID-19 serving as the catalyst.

The direct to consumer movement has created a paradigm shift in how brands and marketers are focused on forming direct relationships with consumers.

Just look at Facebook, Google, Apple, Netflix and Amazon to name a few – they’ve found a way to create an entire ecosystem for consumers in the most direct way.

And as a result, they have a combined market capitalization of $5 Trillion!

For perspective, that would equate to the being the 3rd largest country in the world by GDP.

That’s a lot of dough, eyeballs, and attention.

It’s hard to believe that only five companies command such an enormous valuation, but this is an example of “what’s possible” today when you go all-in on the consumer.

Bruce Lee

Marketers could also learn a lot from martial art legend Bruce Lee.

Martial arts were Bruce’s muse he used to discover himself, gain self-knowledge and realize his potential.

Just like martial arts, frequency, repetition, and consistency play massively important roles in marketing.

“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.”

Bruce Lee

But this requires discipline, patience, and a long view, which are in short supply with today’s data-driven marketers.

Here’s another gem from Bruce Lee that can be applied to brands and marketers alike:

“Be like water because it is soft, resilient, and formless.  It can never be snapped.”

Bruce Lee

Water is soft and fluid yet one of the strongest things in existence.  

For businesses, “be like water” is about building a brand that is built to last, flows and adapts to the ever-evolving market, and doesn’t resist constant change.

Brands are the ultimate symbol of strength for a business in any market.

Be open to the flowing river of life and let the current take you to new and unknown places of enlightenment and encouragement.

A brand in motion will never be stuck, so give yourself permission to keep on flowing.

You May Also Like