Realtors put a face in their ads because they sell trust, not homes.
Sure, when you’re looking for a home, you generally call a realtor.
But which realtor?
There’s not the ‘enough’ woman that does just enough for you to keep it cheap. There’s not the ‘expensive but worth it’ guy that will find you a home for $200,000 with your very specific requirements about kitchen layout.
There’s Karen, your friendly neighborhood realtor. The person that you see everyday on your way to work. The person that plays baseball in that strange local TV ad you see every night.
Karen sells trust. She’s selling the idea that she’s trustworthy, that you can trust her to find your dream house.
If you’re in the business of selling trust, what face are you putting first? Who do people think of when they hear your name? How do you think that affects your sales/brand loyalty/trust/marketing?