Coldwell Banker’s House Astrology Quiz: A Marketing Lesson

Real estate giant Coldwell Banker has a fun little quiz that asks visitors to answer 7 questions to discover their “house sign.” It was built as a Facebook application to be shared with your friends. Turns out I’m an Urbanist. OK, if you say so.

From a marketing perspective, I found the quiz interesting because:

it’s short, so most people will try it
it’s interactive and fast moving– simply click an image (no typing)
it uses images to engage the reader (some would call this dumbed down)
it provides a Facebook widget to further push the brand online
it is fun and likely to be spread online (as I’m doing here)
there are only 3 house signs: Urbanist, Ranchero, and Contemporarian

BUT… does it help Coldwell Banker get real estate business?

That’s the crux of the biscuit. I say “no way”. You take the quiz, you may pass it on, then you leave. I’d say most of the home buying public won’t add the Facebook app either. The sole pull into the site is this call to action: “Now that you know what your house sign is, find your dream home here.” Don’t think that’ll do it for most folks. But there is more to it than just the flimsy come on, if I may pontificate.

Where’s the Beef? Value is Something Your Customers Can Sink Their Teeth Into

There is a marketing benefit in spreading awareness of the Coldwell Banker brand. Brand awareness is one of those subtle, we-can’t-measure-the-ROI-but-we-think-it’s-a-good-thing. It does help increase business, provided the message conveys your brand’s value proposition to your target audience – in this case, home buyers and sellers. The quiz should reinforce whatever message you believe makes folks want to choose you to sell their home or help them buy one— for example, that you are more competent, technologically advanced, superior in customer service, faster, or cheaper, but just as diligent, as the other saps selling you. I don’t think this quiz conveys Coldwell Bankers’ value proposition. Home Astrologer?

Would You Buy a House From a Fortune Teller?

Ahh, what’s the value to me of Coldwell Banker telling me I’m an Urbanist? First of all, I’m not. Secondly, how can they know based on 7 rather silly questions. And there are only 3 house types, you say? Do you really want me to believe you can find my dream house by reading my online palm? If you want to go the eHarmony matchmaking route, you’re gonna have to do better than this.

Now, don’t get me wrong. I am a true believer in the power of brand. It’s what makes you choose the baked beans that cost 45 cents more than the generic store brand (containing the same beans). It’s just that I wouldn’t pay for Coldwell Bankers’ hill of beans.

Thanks to Sara Bonert at Active Rain for showing me some fun.

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