Disruptive or downright disrespectful? When marketing tactics cross the moral line.

As marketers, we're constantly exploring new strategies, tactics and trends for our customers on how to stay ahead in their respective industries. Competition is rife, so how do you stand out in a crowded market? Well, for one local Real Estate Agency, it certainly wasn’t by being disrespectful and petty.

This week I stumbled upon a fascinating scenario right in my own backyard that sparked an exciting day of nerdy marketing thoughts and perspectives on the essence of being bold.

I live in a modest apartment in the bustling tourist town of Terrigal on the Central Coast. My unit sits within one of two complexes of properties just off the main road. By the entrance, a small patch of grass sits next to the footpath. This spot serves as prime real estate for local agents to showcase their listings in these complexes.

Yesterday, as I pulled into the driveway, I noticed an installer erecting two signboards for a local real estate agent. Nothing out of the ordinary, well, except…he was installing them directly in front of a competitor’s signboards, effectively eclipsing them from the view of well, bloody everyone! (And, yes, the image in this article is the actual photo - taken 5 March 2024)

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The Coast isn't a cut-throat kind of place!

I’ll be honest, my initial thought was “savage, this is fucking great” but that thought largely stemmed from the fact that not a lot happens on the Coast, and well, the drama of it all came from a) knowing how small the real estate industry here is and b) possibly how boring my life is some days as a single working mumma. I’ll own it!

But also, my experience of running a business on the Coast is that 99% of business owners are super supportive of one another. Everyone knows each other. Plus, many Coasties left the cut-throat corporate world behind them when they moved here from Sydney in favour of a quieter, more balanced and peaceful life.

Is this move poor form or a brilliant strategy?

Signboards aren't cheap, and this bold move appears to be very poor sportsmanship at first glance. But as I delved deeper, more perspectives and questions arose. My inner marketer put every hat on…

From a buyer's perspective, does this display of dominance sour their perception of The Agency? Or does it convey a sense of confidence and assertiveness? On the flip side, as a seller, would you gravitate towards The Agency for their audacity, or does it leave a bitter taste in your mouth around their morals as a business?

Was The Agency trying to teach Ray White a lesson in real estate advertising etiquette? Did they aim to disrupt the status quo and shake up the industry norms with a brave bold move? Or was it simply a matter of seizing an opportunity in a competitive landscape?

Then there's the issue of space utilisation. In a limited advertising space, was it necessary for Ray White to occupy two signboard spots with their "sold by" signs? Could a compromise have been reached in private, allowing both agencies to share the space harmoniously, as most have done in the three years of me residing here?

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It's not really a fine line is it though!?

Disruptive marketing has always been my jam…But when does disruptive marketing become downright disrespectful? Well, with tacky moves like this in my opinion.?

Excited by the debate, I decided to share this on my personal facebook page to get other’s opinions and the views were unanimous…

-?????? “Poor form”

-?????? “This is just outright RUDE”

-?????? “You can be amazing in business while being respectful to your competition”

-?????? “Blatant they have an axe to grind and have just made it public”

-?????? “Not a good look”

I have spent 18 years in this industry and trust me, no good can come from belittling or bagging out your competitors.

Firstly, this isn’t the UFC, smack talking others whether verbally or by your actions just makes you look like an arsehole on every level and more importantly, it is hugely detrimental to your business in the eyes of your customers, peers and onlookers.

Secondly, the instigators are almost always the weakest brand. Brands confident in their success do not need to resort to these kinds of tactics. So, the next time you think it’s wise to make a petty move, ask yourself one simple question “Do I believe my business is too weak to compete on success alone?”

Yes, there could be a number of factors that contributed to this mishap and it may have been an honest mistake but as an active member of my community, I don’t believe it was.

Lastly, is this a risk big corporates need to consider and address when franchisees go rogue? Do The Agency Head Office endorse this behaviour and does it align with their mission, vision and values? Who knows. But one thing is for sure, I will be steering well clear of any local business owners who have this kind of mindset because ain't nobody got time for that!

Would love to hear your thoughts!