{"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":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,9,5,19],"tags":[],"class_list":{"0":"post-3262","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-photography","8":"category-real-estate","9":"category-technology","11":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":719,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/719\/strong-coffee\/","url_meta":{"origin":3262,"position":0},"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":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":1},"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... We listed\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1200,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/1200\/is-truliacom-in-the-mls-business-is-rebny-in-the-dumbed-down-listings-business-or-will-they-meet-in-the-middle\/","url_meta":{"origin":3262,"position":2},"title":"Is Trulia.com in the MLS business? Is REBNY in the dumbed-down listings business? Or will they meet in the middle?","author":"Greg Swann","date":"March 23, 2007","format":false,"excerpt":"Trulia Blog:Trulia was selected by the Real Estate Board of New York (REBNY), New York City\u2019s largest and most prestigious real estate group, to power the first real estate search engine dedicated exclusively to New York City-based listings.More:What does this mean? For consumers, the new search engine will bring together\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":226,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/226\/the-reporters-prayer\/","url_meta":{"origin":3262,"position":3},"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":233,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/233\/tomatillos-seven-steps-to-a-realtor-20-salsa-of-success\/","url_meta":{"origin":3262,"position":4},"title":"Tomatillos: Seven steps to a Realtor 2.0 salsa of success . . .","author":"Greg Swann","date":"August 22, 2006","format":false,"excerpt":"With a solemn nod to Dustin, the First Man of real estate weblogs, I wanted to cite posts of merit that have been bouncing around in my brain. I'm not as ambitious as Dustin, though, so I want to go to one place only for now: The Real Estate Tomato.\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3044,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/3044\/is-the-growth-of-media-good-for-realtors\/","url_meta":{"origin":3262,"position":5},"title":"Is The Growth Of Media Good For Realtors?","author":"Doug Quance","date":"May 1, 2008","format":false,"excerpt":"New Avenues Of Marketing Exposure Are Exploding In Growth And Cost Remember when there were only three broadcast television channels? Well, I know some of you - like me - remember. It was a simpler time, back then. If you wanted to bring a product or service to market, there\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":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3262","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=3262"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/3262\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=3262"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=3262"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=3262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}