{"id":3262,"date":"2008-06-24T11:29:58","date_gmt":"2008-06-24T18:29:58","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=3262"},"modified":"2008-06-24T11:33:27","modified_gmt":"2008-06-24T18:33:27","slug":"listing-real-estate-the-bloodhound-way-a-marketing-quiz-to-shed-light-on-the-full-value-of-the-coffee-table-books-we-make-for-our-listings","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3262\/listing-real-estate-the-bloodhound-way-a-marketing-quiz-to-shed-light-on-the-full-value-of-the-coffee-table-books-we-make-for-our-listings\/","title":{"rendered":"Listing real estate the Bloodhound way: A marketing quiz to shed light on the full value of the Coffee Table Books we make for our listings"},"content":{"rendered":"

I’ve written about the Coffee Table Books we make for some of our listings<\/a>, and I talked about them briefly at BloodhoundBlog Unchained. I wanted to go into the idea in greater detail, because I think this is a case where, if you don’t understand all<\/em> of our thinking, you could easily miss the big picture by focusing on the pixels.<\/p>\n

<\/a><\/p>\n

Cathleen Collins invented the idea of doing Coffee Table Books for listings. She knew what we wanted, and then she searched the internet to find a way to do it. (We use Apple’s iPhoto<\/a>, but you get get similar products from Shutterfly<\/a>. H\/T Cheryl Johnson<\/a>.) We’re not always this lucky. We knew what we wanted in custom yard signs years before we were able to find a vendor who could do it.<\/p>\n

To understand our marketing objectives, we need to start at the top. A Coffee Table Book is an objet d’art<\/em>. It is only secondarily a book. It is primarily a statement about the subject of that book. By its nature, a Coffee Table Book says, “This is important. This is no mere casual, ordinary thing. This is an object or event that deserves to be heralded, celebrated, honored.” That’s why these books can only work for certain homes, and, why, incidentally, I think it’s a mistake to violate the format. If you turn your Coffee Table Book into a hard-cover version of the kind of comb-bound listing books produced by title companies, you cheapen your impact — possibly to the point of anti-marketing — and frustrate your objectives.<\/p>\n

So the sine qua non<\/em> of a BloodhoundRealty.com Coffee Table Book is an exceptional home. The book says, “This home is extraordinary,” so the home has to be extraordinary enough to justify the existence of the book.<\/p>\n

And this comes back to the knock-their-socks-off idea of marketing a listing. The Coffee Table Book expresses your total commitment to your sellers, and it makes the same kind of impression on potential buyers. A Coffee Table Book will not paper over the defects in an ugly, dirty, decrepit home, but it will make your listing stand Read more<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

I’ve written about the Coffee Table Books we make for some of our listings, and I talked about them briefly at BloodhoundBlog Unchained. I wanted to go into the idea in greater detail, because I think this is a case where, if you don’t understand all of our thinking, you could easily miss the big […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6,9,5,19],"tags":[],"class_list":["post-3262","post","type-post","status-publish","format-standard","hentry","category-marketing","category-photography","category-real-estate","category-technology","no-featured-image"],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":226,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/226\/the-reporters-prayer\/","url_meta":{"origin":3262,"position":0},"title":"The Reporter’s Prayer . . .","author":"Greg Swann","date":"August 20, 2006","format":false,"excerpt":"On bended knee: \"May almighty god spare us from a world in which facts can be checked.\" Catherine Reagor in today's Arizona Republic:Check out the listings on homes: The phrase \"motivated investor\" describing the seller is pretty common.There are 46,680 active listings in the Arizona Regional Multiple Listings Service right\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":719,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/719\/strong-coffee\/","url_meta":{"origin":3262,"position":1},"title":"Strong coffee","author":"Richard Riccelli","date":"November 30, 2006","format":false,"excerpt":"Thinking about your lawn signs and listings and your picture on your card.** Thinking about where you can find ideas and inspirations that will cause buyers to come to you instead of the other guy.From time to time, I'll introduce you to people from my world who have influenced my\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1715,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1715\/black-pearls-custom-directional-signs-can-draw-buyers-to-your-listings-and-make-your-listings-seem-to-multiply\/","url_meta":{"origin":3262,"position":2},"title":"Black Pearls: Custom directional signs can draw buyers to your listings — and make your listings seem to multiply","author":"Greg Swann","date":"July 31, 2007","format":false,"excerpt":"Okay, here's a Black Pearl made from sandy irritants we picked up at the StarPower Conference. First, one of the Stars is making custom signs featuring photographs of the listed home. I've been writing about custom yard signs for more than a year now, but, so far, I haven't heard\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2482,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2482\/finally-i-have-something-to-blog-about-zillow\/","url_meta":{"origin":3262,"position":3},"title":"Finally – I Have Something To Blog About Zillow","author":"Doug Quance","date":"January 9, 2008","format":false,"excerpt":"On Hiatus From A Two-Year Zillow Blogging Embargo I have never blogged about Zillow... or Redfin, for that matter. I've always felt that they got more free press than they deserved - not that they don't deserve some free press, 'cause they do - and as such, there wasn't anything\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1385,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1385\/not-ready-for-hgtv-my-alternative-to-the-listing-video\/","url_meta":{"origin":3262,"position":4},"title":"Not-ready-for-HGTV: My alternative to the listing video","author":"Greg Swann","date":"May 4, 2007","format":false,"excerpt":"I am not hugely in love with the idea of video for listings. My problem is simple enough to state: I think photos do a much better job of selling buyers on the home. Why? Because they're bigger. Brighter. Of much higher resolution. And: Because they hold still. Video has\u2026","rel":"","context":"In "Interview"","block_context":{"text":"Interview","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/interview\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":2849,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/2849\/dont-blog-your-listings-how-about-this-dont-try-to-pass-sales-call-reluctance-off-as-social-media-marketing-expertise\/","url_meta":{"origin":3262,"position":5},"title":"Don’t blog your listings? How about this? Don’t try to pass sales call reluctance off as social media marketing expertise","author":"Greg Swann","date":"March 28, 2008","format":false,"excerpt":"I know, I know -- I owe, I owe. I owe Jeff Brown a discussion of every little last thing we do to launch a new listing with maximum impact. And I owe The Lovely Wife a discussion of the role of self-promotion in real estate weblogging. But... 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