Every so often, a real estate-related advertising campaign emerges that cuts through the clutter to make a strong audience connection. Not too long ago, Zillow, like the old AT&T tv ads, tugged at our homeownership heartstrings. The National Association of Realtors’ ads used fictional Realtor Phil Dunphy from Modern Family to make us laugh.
Go back 30 years to find the groundbreaking Great Western Bank commercials featuring Dennis Weaver. These brilliant TV ads spoke to both a B2B audience (Realtors) and B2C (consumers) with the same powerful “use a Realtor” message.
My favorite one has Dennis walking in front of a gorgeous house. Like the accompanying print ads at the time, he conveys the message that “Looking for a home without a Realtor is looking for trouble.” The camera pulls out, and we see the beautiful home Dennis is standing in front of is a Hollywood facade.
The current real estate-related ads that breakthrough all the noise are the Tracy Morgan ads from Rocket Mortgage. Comparing “pretty sure” versus “certain” to illustrate the competitive difference between getting a preapproval from Rocket versus a competitor makes these an instant classic. Rocket uses powerful and extreme examples to make these ads both memorable and highly effective.
Delta Media’s new “Delta Fresh” ad campaign was inspired by the Rocket Mortgage ads. It accomplishes the same clutter-cutting effectiveness. What’s smart and clever about these ads is how it completely breaks the tradition of just about every other B2B tech ad. Delta’s new ad campaign is all about real estate technology, yet it does not feature any technology!
Like the Rocket ads, these ads use extreme examples to contrast Delta’s competitive advantage versus its competitors. In addition, the images in these Delta ads are beautiful, colorful, and powerful in conveying a tech message without standard tech imaging.
See all the “Delta Fresh” ads available at Delta Media’s website here.
Delta Media uniquely has its own channel to distribute these print ads broadly. Delta publishes a print magazine – Real Estate Marketing & Technology magazine – which goes to thousands of agents and brokers subscribers who are also Delta clients. The first of the new “Delta Fresh” ads debuted in its October issue. You also can find a digital version of the magazine online here (page 45 for an ad sample).
Full disclosure: WAV Group worked with Delta to execute this campaign, so we have a built-in bias.
Here is the news release announcing this new campaign:
Delta Media Breaks Through Tech Clutter With New “Delta Fresh” Ads
CANTON, Ohio — Digital marketing experts estimate that the average person encounters up to as many as 10,000 ads every single day. The daily bombardment has increased some twenty times from an estimated 500 ads per day in the 1970s.
Real estate agents and brokers, in particular, are inundated with technology ads. Fueled by the Venture Capital investment in ProTech firms, tens of billions of dollars are flowing into the real estate space.
“The competition for attention has never been greater,” said Aaron Geh, head of digital marketing at Delta Media Group, one of the largest real estate marketing technology providers. “As a tech company, you have to think outside the box to break through the massive ad clutter,” he added.
Geh, who has spent more than two decades managing tech-based marketing programs, worked with the WAV Group to develop a novel way to stand out from conventional tech advertising. Technology ads, he notes, “All look pretty much the same.”
To focus on establishing the Delta Media brand and differentiation, Geh said, “We got rid of the technology in our technology ads.”
The new “Delta Fresh” ad campaign debuts in the October issue of Real Estate Marketing & Technology magazine. Published by Delta, the print version of Real Estate Marketing & Technology magazine is distributed directly to 5,000 of the top real estate brokerages across America. In addition, the online version reaches an estimated 10,000 additional real estate professionals.
“Core to the Delta Media brand is to be different, and that means striving to be the best at everything we do,” Geh said. “Our new ad campaign uses powerful images to communicate our differentiation as the best, or ‘Delta Fresh,’ versus settling for something less, as in ‘Almost Fresh,” he added. “The focus is not on the technology, but what the technology does.”
Delta Fresh vs. Almost Fresh Ads
Delta Media is renowned for providing brokerage clients with the best data – updated in real-time whenever possible directly from the local MLS or Multiple Listing Service. The new ads convey that Delta delivers the “fastest, freshest data there is,” with the alternative being less or “Almost Fresh.”
Based on this theme, Delta’s product and service offerings are individually featured, including Websites, CRM, SEO, email marketing, showing software (introducing its new Local Showings by Delta Media), and general marketing.
Images used in the unique ads include pizza, sneakers, roses, bananas, burgers, shirts, apples, salads, and pasta. Sample headlines include “How Fresh is Your Data?,” “Does Your Website Need a Fresh Look?,” “How Fresh is Your SEO?,” “How Fresh is your Showing Software?,” and more.
About Delta Media Group
Delta Media Group, Inc., located in Canton, Ohio, is a leading and trusted technology partner for many top real estate brands. Creator of DeltaNET 6 and the new Local Showings app and platform, Delta offers real estate’s most advanced all-in-one digital marketing, CRM, back office, and website platform. Delta Media Group is real estate’s only family-owned and operated technology innovator with no outside investors or VC funding. Delta Media Group is renowned for saving clients money while reducing the frustration of managing multiple online technologies. Established in 1994, Delta Media Group remains a top real estate technology innovator. Discover more at deltamediagroup.com.