New franchise builds buzz around brand
Bug Realty agents drive ladybug-painted Beetles
By Glenn Roberts Jr., Tuesday, March 4, 2008.Bookmarking Sites
Bug Realty's marketing plan is all about buzz -- and not the sound that bees make.
The company seeks to stir up consumer interest from its branded Volkswagen Beetles painted like ladybugs, its line of promotional clothing with the word "bug" on the chest, and its customized Apple iPhones in a ladybug motif: red with black spots.
Kevin Seney, Bug Realty founder and a real estate finance industry veteran who served as president and CEO for The Home Loan Store Inc. before selling that business in 2000, uses the word "cool" a lot when talking about his new venture.
His idea was to create a memorable and approachable business brand and franchise model that embraces technology and virtual offices.
On visits to real estate brokerage offices during his years in the mortgage business, Seney said it was common to see real estate brokerage offices with mostly empty cubicles, as many agents don't spend much time in the office.
The business model seeks to cut overhead costs by eliminating the need for huge office space, and the colorful cars that its agents drive cut ad costs by serving as mobile billboards. While the company's car may not be as luxurious as a Lexus, it fits in with Seney's vision for the brand.
"We've created a brand that's lovable. In ... creating this whole image thing, we overcame the challenges that all Realtors have -- and that is creating trust. We've created this warm, funny, friendly brand," he said.
He acknowledged that bugs may have a negative connotation for some consumers -- particularly if you're talking about cockroaches or termite infestations at a home. And that's why Bug Realty went with the ladybug theme, he said. "It stands alone in the world of bugs as the only bug you don't squish." Likewise, Seney said he's hoping that image will convey more of a warm and fuzzy feeling for his real estate company.
The company's cars and branded clothing that its agents and brokers wear are great icebreakers and marketing tools, Seney said.
"People standing in line at Starbucks or Costco always come up to you and say, 'What's Bug?' As an agent, you're always wanting to engage in conversation with somebody who could be a client," he said.
Bug Realty launched three years ago and began franchising last year. There are now four franchises, including three in California and one in Colorado. The original company is based in the San Diego, Calif., area.
While Bug's frugal approach to office space and use of technology is designed to help the company cut costs and run more efficiently, Seney does not characterize Bug as a discount real estate company.
In some ways, the company is very traditional, he said. Bug has a philosophy to be engaged with the community, and Seney said he has donated free company-branded clothing at youth sporting events to spread the word about Bug.
"Our whole deal is let's take real estate back to the neighborhood in a friendly way. It's right back out there in the neighborhood the way real estate used to be done," he said.
Patti Barrett, broker-owner for Bug Realty Grand Junction in Colorado, said she fell in love with the company's brand image, and opened a franchise in January.
Barrett and her colleague bought two of the Bug-banded Beetles even before setting up shop -- the company requires franchisees to purchase or lease the cars. "The biggest comment I get is, 'I see your cars everywhere.' People ... see us as a really friendly operations model. They stop and talk to us wherever we are," she said.
She related anecdotes about a woman leaning out the window at the local Wendy's fast-food restaurant or the small child who complimented her car.
Sometimes, she's taken a drive with her office colleague -- using both cars to draw more attention. "I'll call her and I'll say, 'Let's two-bug it,'" said Barrett, who has worked in real estate since 1986.
Barrett, who had been an independent broker, checked out a number of other franchise models before the Bug image grabbed her. She had earlier worked under the Century 21 brand, and she checked out some of the franchise models for companies that offer low-cost services.
With Bug, she said, "I'm not losing any independence at all." She offers three different levels of pricing based on the level of service that her clients choose.
Barrett, a rugby enthusiast, said she plans to drive her Bug car out to a rugby match in her area this weekend. She pondered, "Maybe I'll see if those guys will pick my car up."
She's also planning to park the car at a local home and garden show. Just making an appearance in the car is "like a warm call, not a cold call," she said. It is a brand, she said, that "breaks the ice with so many people."
And that's what she was looking for in joining a franchise, she said. "I didn't go for a stuffy image."
Barrett said she is seeking to train more agents to join her company, and she is getting her Bug-branded iPhone in a couple of weeks.
***
Send tips or a Letter to the Editor to glenn@inman.com, or call (510) 658-9252, ext. 137.
All rights reserved. This article may not be used or reproduced in any manner whatsoever, in part or in whole, without written permission of Inman News. Use of this article without permission is a violation of federal copyright law.
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Submitted by Bob Hendren on March 4, 2008 - 5:27am.
Bug Realty would probably want to make sure that their web site is functioning properly. When you click on Search, there is a message (looks like it's from 1ParkPlace) about their account being disabled.
Submitted by Carolyn Bryant on March 4, 2008 - 6:14am.
Bugs might be cute when selling kids clothes, or for a clown participating in a parade. But Real Estate? Let's get serious!
Submitted by Steve Loper on March 4, 2008 - 6:38am.
Thats really cute, now can you help me sell my home?
Submitted by Kevin Seney on March 4, 2008 - 7:53am.
Sorry about the website, we are transitioning to a new vendor...
But nowadays, cute is not a bad way to be perceived as a Realtor.
In an industry of institutional brands, we chose to go the other way and it is working. (Read the book, "The Purple Cow")
Sure, local agents poke fun at us once and a while, especially behind our backs, but the reality is, that we are already the most well known real estate company in our markets, in the age group of 8 to 88, WITHOUT ADVERTISING! Who else can say that?
Local consumers think the opposite about Bug! They see us out in the community (you can't miss us either) busy supporting our schools and kids activities, and they come up to us and say, "tell me about Bug!"
And, although our competition likes to poke fun at us, we are growing rapidly, in a crappy market. They are closing their offices. No wonder they have nothing better to say.
The big guys laughed at Southwest Airlines 30 years ago, with their silly, casual ways, but where are they now? (Pan Am, PSA, Western, etc.)
We have created a brand that resonates with the consumer and our agents. The agents and franchise owners joining us, all have one thing in common: they want to have FUN in their business again! Our casual approach, is attracting business, rather than repelling it, and the agents seem to enjoy the lower stress, and a new focus on having fun, while they are growing their business.
Driving a Bug! is silly?
What about the guy with his mug shot on the side of his Hummer?
We appreciate your interest in Bug! Kevin Seney, Founder & CEO
Submitted by jeremy spinx on March 4, 2008 - 9:00am.
This is the silliest thing i have ever seen. The NAR has numerous studies showing that name brands matter very little. If you as an agent do a good job your clients will follow you anywhere. The only agent I can see that would drive around in this silly vehicle and have this silly marketing material they produce are the 70's style throw back hippies. Sorry bug realty, but that might account for the very lagging franchise sales record the last couple years
Submitted by Patti Barrett on March 4, 2008 - 9:15am.
Steven Loper, you can find my name on the BUG! website.... www.bugrealty.com under find an agent. If you are in the California BUG! area I can get you an immediate BUG! Realtor to sell your home, if you are in Colorado, I will do it myself, selling homes is what I Love, if not in either place, I will research and find you a REALTOR to work with that you will Love! WE sell HOUSES! Let's not waste a minute.
Submitted by Patti Barrett on March 4, 2008 - 9:21am.
Carolyn, sorry, not just for kids, but for adults that do not want to be intimidated by a flash car and lots of diamonds. Experience going back to a friendly face, someone that lives just like you do...rather than the uptight professional....that is BUG! My BUG! (renamed her SPOT) opens conversations and lets people meet a Realtor that is professional and down to earth, not self impressed. The people that love my car are all my future clients! They actually remember both the BUG! and their conversation. For me, the difference is a warm meeting rather than an icy meeting. Works for me!
Submitted by Kevin Seney on March 4, 2008 - 10:07am.
"Name brands matter very little?"
Actually, in today's busy market place, where we are flooded with advertising messages, consumers are relying more and more on "BRANDS" as a short cut to identify familiar products.
In fact, if your "BRAND" does not stand out as "remarkable" in the first 3 seconds, you have already lost the game.
Being remarkable is not easy. In fact you have to be a bit brave, but in the end it works, and that is why Bug! is working too.
We welcome your perspectives!
Kevin Seney, Founder & CEO
Bug! Realty USA, Inc.
Submitted by jeremy spinx on March 4, 2008 - 10:59am.
Obviously Kevin doesnt read NAR surveys. In the real estate industry name brands matter extremely little to clients, its mostly for agents. And for agents who want to sign up for a company who drives that bug around with that ridiculous mantra, by all means go ahead, i prefer to drive and act classy
Submitted by Kevin Seney on March 4, 2008 - 11:06am.
We appreciate your perspective, Jeremy...
KS
Submitted by AJ Clark on March 4, 2008 - 11:24am.
As a boutique investment banker in Del Mar, Ca., I am familiar with all the upmarket brokerages who operate here. They open expensive offices when the market is up, then close them during reversals. That’s one of the reasons agents are percieved as “part-timers”.
They’re always looking for a steady gig or leaving the industry altogether. The advertizing they are encouraged to buy from their broker is expensive and ineffective generally, but if they don’t opt-in, they are more-or-less “invisible”.
Large, established Brokerages have been slow to embrace current technology and agents have less training in the use of computer/web technology than any other industry professionals selling a similar “big-ticket” item. Buyers habits HAVE adopted to technology however. Most “new-generation” buyers have researched the location, know the prices, comp’s, loan costs, taxes, school district ratings, demographics etc. and only need the agent/broker to handle the final transaction with limited direct contact. Rarely will this type of buyer tour listings in the agents car. They will have their own list of properties they wish to see and will meet the agent at those locations.
There is far less “suggestive-selling” in this process as the buyer is much more informed and focused than ever before. Bug Realty has been designed to embrace these newer buyer behaviors, without igoring or alienating the “traditional” generation of buyers who still represent at least 50% of the market. The brand is more likely to attract the “smarter” buyer however, as the “Bug way” evokes tech-savvy, cost-conscious, friendly, efficient and consumer-focused service, vs. the leased-Lexus driving, “crusty old agent” focused on pushing a buyer into one of their listed properties no-matter-what. Bug has just decided to also impliment Wi-Fi Hotspots in their vehicle fleet, creating a rolling Internet POP, so I guess when I’m not near a Starbucks I will be keeping my eye out for a BUG! Bug I can use for a quick surf and email check.
My company worked with Foxtons in the UK, who use the Mini-Cooper as a rolling “billboard”. Foxtons came to the US but deviated from their highly-successful UK model and only operated in the NorthEast. I see Bug as a “Southwest” idea with “Southwest” values which correspond to simple and efficient ways of doing business. Remember, all the pioneers came this way and brought those values along with their aspirations. Much like the REMAX model disrupted the sector 30 years ago, addressing high inflation and a market correction with a generational shift in buyer behavior and expectations, BUG!Realty is also well positioned to embrace and enable the next-generation’s home-buying practices winning long-term and national brand-loyalty.
Submitted by Thomas Johnson on March 4, 2008 - 11:56am.
"Obviously Kevin doesn't read NAR surveys"
Good for him! After two "economists" and the "now is the best time to buy" advertising special assessments, it is probably good that Kevin doesn't read NAR propoganda. The concept is fun, friendly and targeted to Gen XY.
Welcome to the fray and good luck!
Tom Johnson
http://www.ERAHouston.com
Submitted by AJ Clark on March 4, 2008 - 12:08pm.
Tom,
I agree!
NAR I think means "Not Adressing Reality"!
AJ
Submitted by AJ Clark on March 4, 2008 - 12:09pm.
Tom,
I agree!
NAR I think means "Not Addressing Reality"!
AJ
Submitted by jeremy spinx on March 4, 2008 - 12:23pm.
everyones opinion seems to differ, looks like Bug Realty execs hit this board hard to give their opinion (even since they are hiding under different names). At any rate, the bottom line is the bug mantra is just plain cheesy, bottom line. I know I dont want my Realtor driving up to my house on that thing, especially if its for sale
Submitted by Jim Walberg on March 4, 2008 - 12:31pm.
I tip my hat to what Mr. Seney and his company for their launch of a "purple cow" brand. Finally you have a company courageous enough to set itself apart from the "herd". Any time that happens, the members of the "herd" get nervous and do all they can to keep you as part of their group. It obviously is not a brand and a business model that fits every Realtors, but those that are up for change will seem to have a great time serve real estate customers who what a different experience than what they have gotten in the past with some of the BIG national brands. Our experience over the past 30+ years is that brands may not be the only factor, but the Bug! certainly put a smile on my face when I say it. It still comes down to competency of whatever professional you are dealing with. Good luck to your grand adventure. And, those that have not read Seth Gordon's "Purple Cow" book may want to pick it up and see how each of us can differenciate ourselves from the "herd" within our industry.
Jim Walberg - www.CaribbeanIslandsRealty.com
Submitted by willie stanley on March 4, 2008 - 12:40pm.
This is what works...I have been with Bug from the start. I am a full time fireman, father to two awesome sons, and a husband to a great wife. I still have the time, because of the "new" tech, to do all that and be a sucessful real estate agent! Every day I get folks, both young and old, asking "what is Bug?" and I am more than happy to tell them all about this great concept in real estate. Of course there will be some people out there who have doubts, but we slash the "overhead"....catch me driving my Bug! around town, and I will tell you all about us! Thanks for your thoughts
Willie
Submitted by AJ Clark on March 4, 2008 - 12:44pm.
Jeremy's comments.
I dont see anyone hiding under different names in this blog. It must be a grand conspiracy!
What kind of car would you like to see driving up to your house Jeremy? a Bently perhaps?:)
Angus Clark
Managing Partner
www.investmarque.com
Submitted by Michael Cronan on March 4, 2008 - 1:22pm.
Kevin is a smart brander. Real estate industry brand names matter very little because the industry has allowed their brands to become vague and soft. Why would anyone care when there is no real difference in established real estate brands? Quoting NAR studies is a deep form of industry navel gazing. The real innovators in this kind of brand landscape get the attention by first creating an honest, visible and clear difference, and then living by that distinction.
Kevin has chosen to create a new category, one in which the brand promise is demonstrable not associative. "I drive a bug because I am frugal and my frugality is passed on to you" as opposed to "I drive a BMW because I am smart enough to have made enough money to own one." In this way he is following a smart formula which says, create a difference that matters to the customer and then have fun with it.
Submitted by Kevin Seney on March 4, 2008 - 1:23pm.
Instead of relying on NAR surveys, we surveyed consumers instead.
Like it or not, the consumer's image of Realtors is not that great, especially now, and even worse yet among younger consumers and future homebuyers.
And, if you believe that driving a Lexus or BMW makes the poor guy selling his home at a loss, feel any better, you are not paying much attention to what people are saying or feeling.
One of our key objectives in creating Bug!, was to create a remarkable brand, that sends a new message to the home buying consumer.
And, they like what they see...
They see a FUN, friendly group of regular people, NO FRILLS, NO HYPE, NO EGOS, driving around their neighborhood in their Bugs! They love to walk up to us an hear our story. They see us involved in local activities, in a very visible way, and think that is good (it is not rocket science).
And, because we are not all "falling all over ourselves" trying to impress them, they find us much more approachable, and tend to trust us sooner.
The added benefit, we never expected or planned, is what it has done for our agents...
Because we all drive the same car, all wear the same casual clothes, and we do not allow comparison advertising (who is #1, Top Producer, etc.) it has removed the "cut throat" competitiveness that exists throughout the industry.
The result? Our agents are happy. They work together cooperatively. The are less stressed. And, the love their jobs.
What is wrong with that?
And, thank you for your many positive emails, but I would rather you post them here for all to read. Don't feel shy about saying something nice!
Thank you for your support!
Kevin Seney, Founder & CEO
Bug! Realty USA, Inc.
www.bugrealtyblog.com
Submitted by Kevin Seney on March 4, 2008 - 1:40pm.
Okay, so I am biased.
Kevin is my husband.
But, I can tell you one thing for sure:
He loves his job. He loves his people. And, he loves his Bug!
Kevin is a very successful man, but minus his ego, he is even more successful to me.
You have to be brave to do something remarkable.
Love ya, darling!
Dr. Suzanne Popp
www.drpopp.com
Submitted by Mike Thornburg on March 4, 2008 - 1:54pm.
Congrats to Kevin. My hat's off to you for finding a purple cow. I sold real estate franchises for ten years with two different well known traditional real networks. Not since the days of the Century 21 gold coat has the industry had an affordable franchise that offered the cultural symbology that defines the service, innovation, and most importantly the attitude of its' real estate practitioners. I predict you have a runaway success on your hands. Bravo, keep up the good work, Mike
Submitted by Suzanne Popp on March 4, 2008 - 1:55pm.
Oops, should have used my own computer...
Dr. Suzanne Popp
www.drpopp.com
Submitted by Jessica Albert on March 4, 2008 - 2:30pm.
Very cool concept :) I am a realtor in Tampa and already drive a convertible VW bug. I hope Bug makes it to Florida so I turn my VW bug into a Bug!
Submitted by Kevin Seney on March 4, 2008 - 2:52pm.
Hey Jessica,
Our franchise is already approved in Florida.
Join us! We need some more Bug! fans.
Give us a call...
Kevin Seney
www.bugrealty.com
Submitted by rod collins on March 4, 2008 - 2:59pm.
I am a Broker with Bug. The reason I came over was for a breath of fresh air. We just do not do business the OLD way. Our "PURPLE COW" works. The BUG vehicles make an easy way to start a conversation with prospective clients. I hear many times "I have seen you around town, so tell me about BUG' I now have an opportunity to tell them about our business. The cars surely do not sell anybody but they do give me an additional opportunity to hand out a card and start a conversation. My experience, knowledge and client referrals get the business.
Submitted by Jim Walberg on March 4, 2008 - 5:38pm.
WOW! This article created more buzz than I am sure anyone anticipated. My hope is that Mr. Seney continues on with his vision for a different alternative to delivering real estate services. It sounds like a winner to me. Best of luck.
Jim Walberg www.CaribbeanIslandsRealty.com
Submitted by Tisha Trites on March 4, 2008 - 6:24pm.
Bug may not appeal to everyone and that's fine. As the Broker for the Coronado franchise I've probably heard it all. But I have people leaving notes on my car asking me to call them about selling their homes. So the marketing works. And my clients with multi-million dollar properties love to see me pull up in my Bug. If they didn't, I wouldn't have their business.
Tisha Trites, Bug! Broker
Submitted by Brian Wennersten on March 4, 2008 - 6:30pm.
This article and business concept is great!
I like the buzz that the article has created. It's looks like your business concept can really create discussion, and whether it be negative or positive, I think that is a great sign. You know there’s always going to be a naysayer and negative comments, but the beauty of the brand that you have set up is that more consumers can relate to what you are doing than not. I find the concept of image to be very fascinating, especially when it comes to the car that a Realtor drives. The person that won't use a Realtor because they drive up in a Bug! fleet car is not the client that you are looking for anyways. As you said in one of your comments, "We have created a brand that resonates with the consumer and our agents."
At first glance of the car, it does seem a bit silly because it stands out so much, but it creates curiosity. There is a need to learn more. And the more I learn the more I agree with the business model within. I look forward to seeing the real estate industry transform and Bug! Realty expand throughout the nation.
Submitted by Mike Gifford on March 4, 2008 - 6:35pm.
I think the concept behind your company is a breath of fresh air! I agree that we need change and need to make the real estate industry more friendly and down to earth. I am a Realtor and drive a Honda Accord. I hate that most people think of Realtors as people who drive either a Lexus or BMW and wear Rolex's. In my opinion, any company that helps make Realtors seem more down to earth and friendly is also helping the whole real estate industry. I personally could not drive a VW bug painted like a ladybug. A VW bug, yes. A ladybug, no. The best of luck to your company and your creative idea!
Submitted by Wendy Vinson on March 4, 2008 - 7:06pm.
Kevin ~
I think it is brilliant! Threatened technicians often have a hard time embracing and appreciating innovation and entrepreneurial thinking. It was a pleasure meeting you at the
E-Myth Leadership Intensive Seminar in the wine country last week. The buzz is certainly contagious. You have my vote as most likely to succeed. As they have learned in Hollywood - all buzz is good - keep them screaming - consumers will thank you for it!
www.e-myth.com
Submitted by Jay Thompson on March 4, 2008 - 8:13pm.
Wow, lot's of "old school" thought in some of the comments!
I think the branding is brilliant. Sure, it's not for everyone, but *no* agent/broker is for every client.
I just left C21 and started my own brokerage last week. Part of the reason was to escape the status quo. We are virtual as well. No brick and mortar office. Within two days of the brokerage opening, I had calls from agents that love the idea of a virtual office and calls from agents that hate it.
It's not for everyone. Nothing is.
Keep up the fabulous work Kevin! Coming to Phoenix?
Jay Thompson
Broker / Owner
Thompson's Realty
Blog: www.PhoenixRealEstateGuy.com
Submitted by Kevin Seney on March 4, 2008 - 9:25pm.
Great comments from all...
Thank you!
Jay Thompson in Phoenix, we are headed your way.
Your comments are greatly appreciated!
We just need a Regional Director.
Know anyone?
Call me...
Kevin Seney, Founder & CEO
Bug! Realty USA, Inc.
619-435-8000
Submitted by John OBrien on March 4, 2008 - 9:43pm.
I remember back to my school days in the 70's at the school of Mass Communictions at San Diego State.(Long time ago)
If I remembered correctly, Marshall McLuhan said that "the Medium is the Message"
Kevin and the gang at Bug Realty "Got it"
Before you discount these guys completely....here is a scenario that might (probably will) eventually happen.
You are selected by a homeowner to present a proposal to market their property. As you complete your presentation and await a cofirmation and signature, you are interrupted by a phalanx of 6 to 9 VW's that, in a show of unity and cooperation, arrive to make their pitch for the same listing.
Not quite the sure thing you thought it was.
Bug is interesting.
Submitted by Kevin Seney on March 4, 2008 - 10:48pm.
John O'Brien, as a fellow SDSU Grad, we appreciate your comments here.
Go SDSU! Didn't we beat USC?
Anyway, I had an interesting lunch recently with John.
John owns a local, boutique Real Estate Company and is also a custom home builder. What a great conversation we had.
Times are changing.
We are both excited about how the market is pushing out the OLD and welcoming in the NEW.
John is an innovator, in everything he does. As a home builder, it is right down to the materials he uses, that is CHANGING!
Welcome to NEW real estate.
Go John and your awesome Real Estate 2.0 company!
Look at Flagship Properties www.flagg.com
(I wanna buy that house on Ocean Blvd!)
KS
Submitted by Marcos Moura on March 4, 2008 - 10:51pm.
Marcos Moura here, CEO of FranchiseMama.com.
Oh man, what a home run for Kevin and Bug Realty! You can't buy this kind of PR and exposure. You've got a brilliant article by Inman's Glenn Roberts Jr, combined with grumpy, grumbling posts by Bob, Carolyn, and Jeremy who sound like Cinderella's evil step-sisters(can't you just hear them singing "bug realty, silly car, NAR, la la la"). Put 'em together and what have you got? Bipidy bopidy brilliant PR!
If you were not interest in a GEN X and Y realty franchise before this soirée then check your pulse. You know that no one gets this kind of a rise for being rubbish. Great brands get a rise from the stogy establishment and accolades from the incoming money spending generation. I can't prove that with an NRA study, but man have I had fun tonight.
Bug, congratulations!
Submitted by Kevin Seney on March 5, 2008 - 7:07am.
Yo Marcos at Franchise Mama.
Nice Website!
Looking forward to your March 17 launch date.
(A St. Patty's day party I presume?)
Can we borrow your tag line?
Bug! Cure for the common Realtor
Thank you for sharing your perspective.
Mama, congratulations! KS
Submitted by Joe Cline on March 5, 2008 - 7:00pm.
Interesting, but a step back from the way I think most agents want to be seen. We are professionals. Would you hire a lawyer and pay them $200 per hour to represent you if they worked for Bug Legal? I do like the brand, but I'll be sticking with a more traditional image. Granted I don't drive a lexus, but a jeep cherokee. :)
Joe
Austin Realtor | Austin Real Estate | Austin Real Estate Blog
Submitted by Homes.com on March 6, 2008 - 7:17am.
Great Idea! Always think of breaking away from the group. You can change the way people think of agents and real estate all together, stimulating the market.
Submitted by Kevin Seney on March 6, 2008 - 9:39am.
We truly appreciate all of your candid posts and replies. It is an important idea to discuss. In the past two days, I have received hundreds of emails and phone calls, which I also appreciate, but I wish people would POST their ideas and comments instead. This way we can all enjoy the conversation.
At first glance, when people discover Bug!, they tend to focus all of their thoughts on our car, the VW Beetle. "I cannot imagine my realtor driving up in a Bug!" or, "it is not professional" etc. But, there is so much more to our concept than the Bug!
Yes, the VW Beetle is an "iconic" brand in our culture. It symbolizes an attitude of practicality, honesty, reliability, economy and simple fun. Consumers like the association of our brand with the VW Beetle. They also like the "lady bug" theme. It is cute and lovable.
We use our friendly branding, to send a powerful signal of change to the consumer, and it becomes a very approachable idea to the public. People are very curious. They love our brand. They want to know more about Bug! We are unforgettable in a market flooded with ideas and other brands.
That is a very good position for a real estate agent to be in, among consumers.
When we explain to them, that we are "NO FRILLS" like Southwest Airlines, they "get it!" "We lost our expensive office and our luxury cars, and we pass the savings on to you, okay?" They love that too!
Yes, not all realtors drive a Lexus or Mercedes, but if you survey a few consumers, they believe that they all do. There is a very common stereotype of Realtors, among consumers. Just ask.
Our customers all seem to like our casual attire too. They comment regularly on "how nice it is to work with so much less pressure." No one has ever commented that we are "not professional." Our agents, have also discovered how much less stress they feel in their day-to-day business, being in such a casual environment.
But, the most powerful part of our model, is that by all driving identical cars, (another industry FIRST), it all comes together as a unified brand, and creates a billboard marketing machine! Our cool "Bug! Mobiles" are like the Geek Squad. You can't miss them! We are very visible, yet we DO NOT advertise. People engage with us on a daily basis and it costs us nothing.
That is marketing power.
You can learn more about our company on our Bug! blog. We also have a photo gallery of events, etc.
http://www.bugrealtyblog.com
http://gallery.mac.com/bugrealty
We appreciate your interest in Bug! Thanks!
Kevin Seney, Founder & CEO
www.bugrealty.com
Submitted by Chris Siow on March 6, 2008 - 3:51pm.
When NAR said brand is not important to the real estate industry; it is because there is no distinguished brand available in the real estate field anymore. There are so many obvious brand domination in different indutries like Nike, Callaway, Viking, Subzero, Mac Donald, Apple....and many more. Who says brand is not important. No matter how some people do not like the brand Bug Realty, somehow, Bug will become the purple cow of the industry and become noticeable by the consumers and get enough people to like the brand and become dominant.
Keep up the good work Kevin!
Chris Siow
Owner and Regional director of Bug Realty SAN Francisco
Submitted by Kevin Seney on March 6, 2008 - 5:53pm.
I am blessed to have created a “people magnet” that attracts only the best people!
There is a quote that says:
"Do what you love, and love what you do, and you will never have to work a day in your life."
That is what Bug! is all about…
"Thank you!" to our awesome team of Bug! Agents and Franchisees!
See you all on March 7 to 9 at our First Annual Napa Valley Owner's Retreat! Can't wait!
Kevin Seney, Founder & CEO
Bug! Realty USA, Inc.
Submitted by Mark Walser on March 6, 2008 - 8:12pm.
Given that Bug Realty has gotten this much coverage on just this one blog alone tells you something about brand doesn't it....?
It works!
Seriously, given the choice between having a brand that people talk about VS one that people don't, which would you rather have? I'll take the attention all day long.
In the technology business, we say that agents should always use technology as a way to extend their own brand - technology never replaces what an agent is naturally good at, which is sales and marketing. Rather, it augments or increases their ability to extend those skills to more people more efficiently.
Kevin's company demonstrates how a broker/agent should do both with equal effectiveness - and in the world of the changing real estate consumer (Read Gen X and Gen Y), Bug Realty is at the vanguard of what may become the new wave of companies that begin deconstructing the traditional real estate "branding" game by attracting new audiences with fun, passion, and competence.
Way to go Bug and great job!
Mark Walser
Z57 Inc.
Submitted by Walter Waiters on March 8, 2008 - 7:25am.
In a day and age when change is constant Bug Realty offers an approach to the business that is refreshing. This concept is truly unique in the real estate industry. In speaking with Kevin Seney over the past year I can see that he is on a mission and has a great passion for this company. As a television producer I am always looking for interesting stories that will inform, educate and enlighten our viewers and this will be a excellent story for the Profiles Series of Franchising in America. Look out for this and many other stories on the Profiles Series over the next few months. www.profilesseries.com
Submitted by Kevin Seney on March 8, 2008 - 8:51am.
Our team is currently in Napa, CA, attending our First Annual Franchise Owner's Retreat. Last evening when our group pulled up to the restaurant, in 5 identical Bugs, the entire town knew Bug! was there!
Our table was buzzing with energy, as our group came together for the first time. Despite the negative press about the real estate market, our conversation was filled with excitement, over our amazing progress in 2007. Each team shared their individual success stories and local reaction to our new approach to the business of real estate.
What is common with everyone, is the pure fun they are having, while they are building their business and careers.
By the end of the evening, our waitress was wondering how she could join our company...
Today we will host an all day workshop for our Franchise Owner's.
KS
Submitted by Mike Robinson on March 21, 2008 - 3:18pm.
I'm holding out for the franchise that touts agents commuting on psychedelic-painted skateboards. This will truly be the cutting edge for the current millennium (the bug is, well, 60ish) and will speak volumes toward professionalism, getting it on, happy times around the table at Der Wienershnitzel and all the other attributes one looks for in a real estate agent.
And please don't tell me there is no correlation between an agent's qualifications and skateboarding talents, it will just show how ignorant and old fashioned you are.
Submitted by Adam Bailey on April 14, 2008 - 5:16pm.
Can you say ZIPREALTY.COM. This was their model to the T. When they 1st launched everyone got a BLUE BUG with ZIPREALTY all over it. The cars lasted about 2 years and then they were pulled because of operating expenses. The model can work work but you can't also give rebates to customers because the over head becomes way to much. Believe me I used to work for Zip and I start Next Level Realty & Mortgage in 2001 in Boston, MA and I have earned many bumps and bruises along the way. What makes a real estate company is it's Producing Agents not advertising to customers. It is extremely hard to Recruit Great Producing agents away from the national brands. Most agents assume it's the brand getting them the business but in reality it's their talents and expertise that drives the business. Recruit great agents and it doesn't matter what name you call your company.
Submitted by Kevin Seney on April 16, 2008 - 3:56pm.
Hey Adam,
Zip is a totally different model than Bug! I agree with you that good agents are better than advertising, any day. But, I don't quite know what you mean by rebates? And, I disagree with you on your perspectives on naming and branding. Branding done well, is amazing! Branding done poorly, is hard to overcome (ask Help-U-Sell how offering "full service" realty worked for them under that name...).
Thank you for sharing your thoughts...
ks
Submitted by Jesse Barron on April 27, 2008 - 2:17pm.
People who are bashing this concept must remember one thing: Where do real estate agents rank in respect of consumers? Aren't we at the bottom of the totem poll? Perhaps it is because many of us (myself excluded) think that we are somehow special because we sat through 60 or so hours of training to get our "license." What is our average income? Under $30,000/yr., right?
Perhaps if agents better related with consumers, we'd be held in a higher light. I am at the top of my game with 15+ listings at any given moment and constantly selling them off to make way for new inventory. I drive a Honda Accord. I live in a condo townhouse. I am no better than the next person and my clients realize that. I am human. I am fun. I am interesting. I am not plastic, like so many real estate agents try to be.
Stuffy real estate agents really need to get over themselves. The millionaires love me just as much as the median income folks. Why? I am human and you get what you see.
Bravo to this new franchise!
Submitted by Eric Bramlett on May 20, 2008 - 7:08pm.
I'm all for creativity...but I'm also all for professionalism.
Eric Bramlett
Austin real estate | downtown Austin