Clip this coupon for $1 million dollar off Ft Myers FL home

Here's a clever marketing & PR approach that I really like.

In an economy when there is a glut of luxury homes on the market, what can a homeowner do to make his property stand out? Why, get people talking about it of course!

Homeowner Rich Ricciani created a fun and creative world wide rave by thinking up the idea of running a coupon for $1 million dollars off the price of his $7 million Ft. Myers, FL home in newspapers.

Unlike the vast majority of people who just think of ideas, Rich actually followed through.

This creative approach sure beat simply reducing the price of the home on the real estate Multiple Listing Service database.

Rich worked with Lani Belisle of VIP Realtors to list the home and book the advertising space for the coupon, which initially ran in last Sunday's Ft. Myers News-Press.

Then it was time for Tina Haisman Public Relations to get the word out.

Tina used PRWeb to send a well-written, SEO optimized press release complete with photos, an imbedded YouTube video, and links to the coupon and home web site. "I also used PR MatchPoint to compile a list of real estate writers in the south and northeastern U.S. and I also personally targeted the big news outlets, such as CNN, Fox, NBC and more," Tina says.

The story appeared front page of The Fort Myers News-Press, aired WINK-TV and WFLX-TV, and is being picked up by real estate blogs.

The coupon will run this Sunday in the New York Times, the Wall Street Journal and the Boston Globe. I love the selection of the Globe, chosen because Ft. Myers, FL is the home of the Boston Red Sox Spring Training facility. The choice of running the coupon in the Boston paper an excellent example of buyer persona profiling.

Gimmick?

Some may call this a gimmick.

Well, sure. But I think its great. When people are talking about you, your product stands out in a crowded market. And guess what? This kind of marketing is fun! If you're a realtor, it sure beats pounding wooden signs into front yards.

Well done Rich, Tina, and Lani. Let me know when the home sells.

Comments

[Benjamin Spall]

Awesome example of a world wide rave as always David. It's so great to see people having these supposedly far-fetched and (to many old-rules mind-sets) crazy ideas - then following through with them with huge success.

I'm sure they'll sell soon, best of luck to them.

[Paul Peixoto]

Of course it's a gimmick (a trick or device intended to attract attention). The whole point is to sell the house and you can't do that until someone looks at it. It was smart and creative. Well done!

[Jake LaCaze]

Is something a gimmick if it's effective? Interesting story

[Benjamin Spall]

@Jake (and David, I didn't see this point originally)

I'd say the word 'gimmick' doesn't do the creators justice. A gimmick suggests a cheap, tacky tactic, whereas this was anything but.

This idea could have easily fallen flat - I'd be inclined to say that gimmicks rarely carry that level of risk and vision to be achieved.

[Engago team]

Barnun was good at getting attention too.

[Tina Haisman]

David -- Just another quick thank you! I am so excited that this campaign is going so well! It's crazy! In addition to spreading virally around the web, the traditional media is also picking it up! It has aired on television stations in many major cities around the country. The real estate blogs are buzzing about it. Major papers are covering it also! We landed in the LA Times yesterday, my client is doing a live interview on Neal Cavuto's show on FOX News today, and it made a top story on Florida Trend Magazine’s website! This is all because of what I learned reading your book! Wow! You rock! Honestly, I could have only dreamed this campaign would be this successful! I recommended your book to a news reporter in Fort Myers yesterday and will continue to recommend it to everyone I know in PR and Marketing!

[David Meerman Scott]

@Tina - Good for you. You deserve the attention because this is a very clever way to generate attention. Congrats.