The #1 Reason Real Estate Marketing Lacks Innovation

Ever wondered why real estate — one of America’s leading industries — lacks marketing innovation, or why new home sales and marketing professionals are so afraid to step outside their comfort zones?
“Hey, did you see that amazing new home builder in AdAge,” said no one ever. 
Well, the crux of the problem is that the real estate industry is light years behind just about every other major industry. And it’s not for a lack of technology, budgets, or smart, creative people.
So what’s the deal?
As an advertising professional who has spent nearly a decade building a thriving and successful marketing firm (often banging my head against a wall through the process), I’ve often contemplated why so many innovative ideas are rejected.
The only plausible answer I could come up with is: risk aversion. The real estate business is all about minimizing risk and limiting exposure. Did you hear that: Limiting exposure. That’s the antithesis of what great marketing should do. And therein lies the problem.
This inclination has stymied the tide of innovation. It has pushed creatives, innovators and big thinkers into a box, rather than challenging them to think bigger and be bolder.
Change seems to take a little longer in the home builder industry but it is possible. As marketing professionals, we must relentlessly pursue ideas that challenge convention and look for like-minded partners looking to lead the charge.
So this is a call to arms. To all the trailblazers, innovators and risk takers: Let’s shake things up. Let’s challenge ourselves and our teams to push the boundaries of marketing greatness. Let’s stop letting risk aversion be our compass and instead start focusing on surprising and delighting consumers.
“OMG. Home builder work is really dominating at this year’s Webbys. Not.”
After all, when it comes to advertising and communications, the biggest risk you can take is taking none at all.

Robert Galletta is managing partner at Blackjet Inc., a Toronto-based, Webby award-winning digital and design agency with extensive real estate experience. The agency’s philosophy is to be fearless; and it challenges both clients and partners to do the same. Blackjet’s work recently won five Gold awards at the 2016 Nationals in Las Vegas.
Don’t Forget–New Member Reception and Meet the Board Tomorrow (Tuesday, August 30th)!

Don’t Forget–New Member Reception and Meet the Board Tomorrow (Tuesday, August 30th)!

This Tuesday, August 30th, your Home Builders Association of Greenville will be hosting a New Member Reception and Meet the Board at our office, sponsored by Palmetto Exterminators. The event is a great chance for new and potential members to meet our Board of Directors, staff, and other members to hear why joining the Home Builders Association is beneficial for your business. If you have questions about the event contact the Home Builders Association at (864) 254-0133 or find out more about joining on our website,

You’re invited!
Tuesday, August 30th
5:30-7 p.m.
Home Builders Association office
at 5 Creekside Park Ct
Greenville, SC 29615


Call for Nominations: HBA of Greenville Board of Directors

Dear Home Builders Association of Greenville Membership,

The Home Builders Association Nominating Committee has begun work on identifying and recommending to the membership a slate of officers and directors for 2017. Elections will be held at our Annual meeting in November.

If you have an interest in serving in one of the following positions, or know of a member we should consider, please contact Michael Dey, Executive Vice President and Chief Executive Officer of the Home Builders Association of Greenville, or me or a member of the Nominating Committee.

The following positions on the Home Builders Association of Greenville Board of Directors are open for nominations:

  • Vice President
  • Associate Vice President
  • Secretary/Treasurer
  • Director, Builder Member (3-year term) (1 vacancy)

In addition, the Nominating Committee recommends to the Board of Directors members to be elected to the Home Builders Association of South Carolina Board of Directors and the National Association of Home Builders Board of Directors. If you have an interest in serving in one of these capacities, please contact Michael Dey, or me or one of the members of the Nominating Committee.

Click here to send an email to Michael Dey about nominations.

I would like to thank the members of the Nominating Committee for their participation:

  • Susan Vernon, APB, Chairman, Dillard-Jones Builders
  • Joe Hoover, APB, Vice Chairman, Hoover Custom Construction
  • Robert Markel, APR, CGR, Hadrian Construction Company
  • Bob Barreto, GBS Building Supply
  • Jon Statom, Palmetto Exterminators
  • Matt Vaughn, Brand Mortgage
  • James Speer, APB, Carson-Speer

Susan Vernon, APB, Immediate Past President

Building Codes Class Update- THIS Thursday!

Be in the know! The 2015 IRC Codes took effect July 1st, Buddy Skinner will host a workshop on the new codes on Thursday, July 21, 9 a.m. – 12 p.m. in the 1st floor conference room at City Hall. He will review and highlight the important code changes and offer his enforcement interpretations. 

This is a FREE Class.