The Insider: Issue 005

Happy Mid-July, and welcome to issue 5 of The Insider, your Monday briefing/thought-starter.

LAST WEEK THIS WEEK

• Nextdoor, the app 1 in 3 American households use to complain about their neighbors leaving their trash bins out too long is going public. Expected proceeds are $686 million. Nextdoor has played in real estate in fits and starts, doing the whole “featured agent” thing and messing around with syndicated listings. Keep an eye on ‘em though — the stakes have been raised.

• Redfin announced a “Career accelerator program” to “bring new, diverse talent to the real estate industry” and it got plenty of coverage, including, yeah, right here. This, for a program that will recruit and train just 50 agents. Read the announcement above, folks. This is how you do PR. It’s all in the framing.

• The Washington Post ran a story about private listings in which several Insiders are quoted. It’s a good overview of the issue and suggests to us that the debate here is only beginning.

WHAT’S INSIDE

Our second Floor Time workshop last Friday was a takeaway-rich session featuring Insiders Jed Carlson and Jimmy Mackin. Ping us (reply to this email or post in the Facebook group) with topics you’d like us to cover.

Coming this week: A From the Source video focus group with recent repeat sellers — folks we would call “sophisticated sellers.” This was an illuminating session.

INSPIRATION POINT

Turn Around

A new campaign from Corona has the beer label turning its back on store shelves and in advertising — something you’d normally never see. In this case, though, Corona is highlighting its 100% natural ingredient list by making it the star of the show. Sometimes the sheer act of doing something that seems to go so fully against everything we know is all it takes to grab attention and get the message across.

Signal the Tribe

Here’s a bit of inspo for growing your audience/client list... A couple of months ago, British DJ Dom Whiting hooked up his equipment to a bike and took to the streets of London to play a two-hour set that he live-streamed online while pedalling the city. Last week, about 300 people showed up on bikes, rollerskates, and running shoes to join him in Manchester. The brand and marketing lesson here is your tribe will find you when you give them a strong signal, and music they love.

YOUR TWO CENTS

Can we get a quick virtual comment card from you? We’d love to hear which part or parts of Inside you are enjoying the most in our quick survey here. One minute, tops.

QUOTE OF THE WEEK