Question

Topic: Branding

Is Avoiding A Negative Effective?

Posted by Anonymous on 9/9/2015 at 11:33 AM ET 1500 Points
I'm working with a client who is a real estate agent in a resort area where if you don't know about all the fees, amenities, restrictions, etc. you end up making poor purchase decisions.

We're kicking around the idea of a tagline of "No Regrets Real Estate"

Anyone have any thoughts or experience in using avoiding a negative as a tagline? Pros/cons? Any examples of a company that uses avoiding a negative as their value proposition?

Thanks!

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RESPONSES

  • Posted by Mike Steffes on 9/9/2015 at 11:55 AM Accepted
    People do feel a strong urge to avoid pain. You are dealing with people who want to purchase real estate. There is naturally some tension, as it isn't all fun and games.
    You shouldn't bring anything not warm/fuzzy to the surface of the potential buyer's mind without having a sales professional present to sell around the negatives.
    Even though it is about avoiding the negative, all most people will remember is that the negative is there.
    Bringing bad things to light in the tagline allows the prospect to contemplate it all alone...or worse, with someone reinforcing the negatives.
  • Posted by dalcid on 9/9/2015 at 1:20 PM Accepted
    I agree with Mike - and tbh if I saw "No Regrets Real Estate" I'd probably put it down further on my list because I'm thinking that the tagline is just a white lie to get me in the door.

    If I were helping your client, I'd think about a tagline that conveys how the client "looks out for your best interest" - hopefully there's a single word or short phrase (or maybe even a metaphor like a Guard or similar) that demonstrates protection.
  • Posted by mgoodman on 9/9/2015 at 2:04 PM Accepted
    I agree with Mike too. Not worth the risk. Better to find a positive promise/benefit. Otherwise people will associate your client with the negative. ("They promised me 'no regrets,' but I have some regrets now that I think about it.")

    Separate issue: Doesn't your client represent sellers? What might the seller regret? I would think that "no regrets" applies to buyers more than sellers.
  • Posted by Gary Bloomer on 9/9/2015 at 7:14 PM Accepted
    Look at your question as if it were a magnet: the polarity has to be right, otherwise it''ll take more effort than it's worth to pull things together. Personally, I'd avoid messaging with a negative in this fashion.
  • Posted by Jay Hamilton-Roth on 9/9/2015 at 11:15 PM Accepted
    How about using the word "Transparent" (which will connote honesty and trustworthiness)?
  • Posted by saul.dobney on 9/10/2015 at 7:55 AM Accepted
    Real Estate without gotchas

    Worry-free Real Estate / Stress-free Real Estate

    Steering you through property process

    Your Guiding Hand in Real Estate
    Your Guardian Angel for Real Estate

    Real Estate Real Easy
  • Posted by Mike Steffes on 9/10/2015 at 9:19 AM Accepted
    A couple possibilities on the "looks out for your best interest" tagline idea:

    [CompanyName Properties]
    "Guiding Your Real Estate Purchase"
    "Your Real Estate Guides"
    "Your [resort area name] Real Estate Guides"
  • Posted by mgoodman on 9/10/2015 at 11:21 AM Accepted
    "Your Real Estate Sherpa"
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