In marketing and advertising, the heart of any campaigns is the lead generation engine. This engine is designed to convert web traffic into leads, or sales. This engine is often a website or a landing page with a call-to-action. The creative goes into designing highly effective web page starts before even the visitors read your sale pitch.

According to Robert Cialdini, the author of PRE-SUASION. We often unconsciously influenced by the environment surrounds us. This translates nicely to website design. A study documented in PRE-SUASION found that if an online mattress store website included clouds in the background design, shoppers are more likely value comfort over price. Therefore, they tend to purchase more expensive mattresses than they would have .

Yes, you heard it right. Tastefully including images of clouds on the website background has been proven to increase average order amount for online mattress stores.

Before you including pictures of clouds to all your pages. There are more to it. When it comes to selecting the right photo on your website, answer the following questions first

    If your website is designed with modern, minimal and spacious look, adding a cartoony artwork can destroy the entire brand experience.
    Let’s say your brand is building on value and competitive pricing. Then, having a luxury lifestyle background image can come off as disingenuous.
    If people can picture themselves using your products, they are more likely to buy.
    If you didn’t purchase of picture from a credible source or you didn’t take the picture yourself, chances are you won’t be able to use the artwork for commercial purposes. You should double check before posting on your websites.

The right artwork for your website set the right tone for your sale pitch. Now that you learn a thing or two about picking artwork, the next time you visit another online store website take a look at what others to get you to buy more on their stores

The population of the Millennial generation, those in the 19-35 age range, have been reluctant to becoming homeowners.  Troubled by high unemployment, student loan debts, and tight credit, Millennials have a different outlook on home ownership and long-term investment than previous generations. However, as the rent keeps on going up and the economy continues to recover, there is a shift in the housing market. More and more Millennial are now becoming first time home buyer in 2016.

While some real estate agencies are well equipped to service this new group of buyers, most of the agencies are still struggling to win over businesses for millennial home buyers.  Here are the biggest mistakes people make when marketing real estate products or services to Millennials.


You will be surprised how many real estate companies think building a digital presence just means having a website! You don’t have to be a social butterfly on all the social media networks (in fact you really shouldn’t do that), but nowadays a website is only a start. So look out for the following

  1. They will google and yelp you the first thing
    • So make sure your website is search engine optimized and you are active on social media promoting your brands and mission.
  2. They expect you go mobile for them
    • If your website is not mobile optimized, then you just showed up at a cocktail party wearing disco pants. So get your website mobile optimized and responsive right away.
  3. They expect you digital
    • I don’t just mean having the document signed digitally (that’s nice). Your marketing communication will  be going digital. Thinking youtube video ads, Social media ads, re-targeting ad, these are common methods to engage with millennial home buyers.


You already know hard-selling is a turn-off, but millennials really dislike hard-selling. Maybe because they grew up seeing a lot more ads than the previous generation.

  1. You are sending out template bulk emails
    • They are great in spotting template messages. While there is nothing wrong to broadcast your industry knowledge via a mass email, but you will just be one of the many many real estate agencies out there. If you truly want to stand out and make a connection, spend the time to customize your emails and send something more personal. They will appreciate your authenticity.
  2. You are selling and not educating
    • Let’s face it, they don’t know what they are doing when it comes to purchasing a home. If you focus on selling, they might be overwhelmed. Instead, if you educate them on the process, you might gain long-term clients.

Now that you know more about real estate marketing with millennial.  Feel free to post your feedback or questions to the comment box below. We read all of them!

How Do Buy Real Estate Different Millennials From Their Parents?


of Home Buyers are Millennials


The real estate industry is always changing and adapting to present day buyers. With 31% of home buyers being Millennials and being 12% of sellers of homes It is safe to say that the industry is changing because of them. Millennials are beginning to buy homes much differently than their parents, whether it’s a result of the use of technology or because of higher house prices. Below are just a few of the most common ways that Millennials are beginning to buy homes differently.


How to Find Houses


One of the main ways that real estate marketing is changing to accommodate the needs of newer generations is how houses are found in the first place. 90% of Millennials used the internet, instead of going into a real estate office and talking to an agent, more prospective buyers are prone to use the internet to find desirable properties. There are hundreds of websites that show homes in their immediate area that they can tour virtually.

Talking to Real Estate Agents


Another common change that Millennial real estate marketing is experiencing is how buyers communicate with their real estate agents. This generation is much more likely to email or text in comparison to picking up the phone and calling their agent. This not only helps to speed up communication but it is also more convenient for all parties involved.

Preparing the Research


In the past if you were buying a home you would rely on your real estate agent to give you a list of potential properties in your budget. With the use of the internet and mobile applications, home buyers are able to generate their own lists of potential properties to bring to their real estate agents. By doing their homework they’re able to find comparable sales in potential neighborhoods.

Fast Buying Processes


In today’s society we are used to getting information and results incredibly fast, much faster than in the past. This has directly influenced the way that Millennials are purchasing homes because they expect results as quickly as possible. Real estate agents are required to work within these specifications otherwise their clients may not be impressed with their sales skills. Essentially, home buyers now expect to put in an offer and receive an answer as to whether it is accepted the same night or the morning after.

Real estate marketing is one of the best ways to make sure that individuals are able to find the homes of their dreams. Millennials are quickly changing the way that we know how to buy and sell properties.


When Google Glass was first unveiled, it received no shortage of attention from the media and the public. For Glass, the huge consumer group made up of Americans aged 18-35, also known as “Millennials”, dominated the 2012-2014 debates on the future of wearable tech.

Now ask yourself “Have I seen someone wearing a Glass?”

Chances are, you haven’t. I know I certainly haven’t and I’m a millennial tech geek!

It turned out that while the idea of Glass was fascinating, it doesn’t make practical sense to actually purchase a pair. How do I know this? Because the failure of Glass revealed the dynamics within our generation: while we are on one side expressive in voicing our thoughts, we are also more careful and logical with our choices than most think.

Now, if we flip back to the presidential election we can clearly see that Trump is leveraging on media coverage through his compelling outsider-challenges-conventional-wisdom-to-save-the-day story, but he is unfortunately not the Mr. Smith of our dreams.

Trump is getting our attention but not our millennial votes. Consisting of over 24 per cent of America’s population, this generation makes up the most educated and culturally diverse generation that our country has ever seen. We’re unlike any other groups to emerge into influence.

You know that saying “I’d rather push a Harley than ride a Honda”? There are very few people can who look at the Harley Davidson brand and lifestyle and go “It’s okay, I guess”. You either love it or hate it! The same goes for Trump. People are either strongly opposed to what Trump is doing or they are impressed by him. One thing you can’t do is ignore his campaign. His polarizing views may help with news fodder, but as a member of the Millennial group I think Trump fails to represent the collaborative spirit that makes our generation just that little bit different.

The one thing that Trump has done is made politics more entertaining for Millennials; he has made it relevant for us to participate in governing our future.

You know what, thanks, but no thanks Trump.

What does it take to get a job in marketing these days?

Marketing has changed a lot in the last five years, and what worked in the past will not always work in today’s job market. Overall, we are seeing people drop their standard resumes, and even LinkedIn pages, to become creative about looking for a job. Remember, you are looking for a job in a very creative and inventive career, so make something that will stick out to land your dream job. Here are some tips to get you started:

  1. Pull a stunt

Yes, really! We are seeing more creative ways to get your name and resume out there. Customized baby T-shirts, and cereal boxes have all been used in the past to get hiring managers to notice their resumes. You can also hack into the hiring chair’s email and send your information to everyone in the hiring department, if you are willing to take this risk to land the job. Even if you’re crazy stunt doesn’t land you a job, you may get, at least, an interview and your name out there.

  1. Stunts can only go so far

In some companies, crazy stunts and gimmicks just don’t work. In these cases, send them your best work to gain some respect and get some attention. People send their work to the best marketer at the company and beg them to look at their work. This can work to your advantage, although it takes some humility to do it especially if you’re the best in your field. If you really are good, chances are you may have the best marketer in the company talking about you, and you may just land an interview.

  1. Always produce high quality work

No matter what company you apply to, they love to see people working hard for them. The best way to show a company you are hardworking and creative is to be producing work at a good pace that is of high quality. Building a portfolio of work that you are proud of, and that demonstrates your desires and work attitude, will establish your credibility

  1. Solve actual problems

Ad agencies are known to make up random problems that don’t exist, and want the marketing teams to fix them. One of the best examples of these creative problem solving feat is from the company Deutsch where they hired a man who created a LED light installation, which flashes light and plays music when someone pees on the wall to stop people from peeing on public walls.

  1. Always sell yourself

Some companies will get an interview by contacting you on social media like Twitter, Intagram or Tublr. Many marketing companies are now focusing on social media, so your Klout score can be important. Many hiring managers are saying that you need to treat yourself as a brand, and to build your personal brand, and manage it so it matches you and your goals.

We are seeing huge changes in the marketing world, so you need to stay on top of your personal branding. The main thing to remember with personal branding is that if you don’t want the hiring manager to see it, don’t post it.

  • Using Craigslist

    # Using Craigslist, some solid leads can be generated. You just need to post listings on this platform which can be used for free and you will start getting results. If you are able to leverage this platform in the most effective way, you will be enjoying excellent success in your endeavor.

  • Use Facebook

    # Use Facebook for capturing potential customers is also a potential real estate marketing option that can help in generating solid leads. Today, this platform has turned out to be an effective breeding ground for generating substantial real estate leads.

  • efficient website

    # Make use of an effective and efficient website that helps you to generate target visitors and help in generating worthwhile real estate leads. Using online marketing tools, you need to vitalize your real estate website so that it starts working wonders for you.

  • Use SEO

    #  You should also focus on optimizing your real estate website so that it is able to attract more leads and search traffic. Using SEO services, search engine rankings can be given a firm boost.

  • Consider blogging

    # Consider blogging if you think you are not able to generate as much real estate leads as expected. Writing blogs on this niche can help you to keep your customers engaged which will help in driving more traffic to your website, ultimately resulting in more leads.

  • Arrogant or impersonal

    # When using Social Media Platform for real estate lead generation, care should be taken that you do not come across as arrogant or impersonal as it is the biggest turnoff for the potential customers.

  • Bluff

    # Never publish comments or updates that are inappropriate or misleading. People can easily make out your bluff and once it happens, it cannot be changed. Building your reputation again will take a lot more effort and time and by that time, you will lose your firm footing. Thus avoid indulging in poor judgement as it may have a drastic impact on your business.

  • Over promotion

    # In real estate advertising, promoting business is an important aspect, but the problem occurs when it becomes too much. Over promotion can in fact harm your chances. You can share updates, listings, etc. occasionally, but if you are blowing your trumpet all the time, it can be a put off for your target customers.

  • Going overboard

    # Many times, people indulge in over embellishing of features and sometimes to make it appealing, it is exaggerated. Going overboard with the same can create a problem when the customers realize that what they were expecting in a listing is actually not there.

  • Wrong people

    # Do not allow access to your social media account to wrong people as one negative comment or wrong information can kill your chances. Following the above mentioned do’s and don’ts can help you to plan your strategy for real estate lead generation.

The Disengaged UI/UX For Music Streaming Service

Tidal’s overall UI/UX can be described as modern, trendy, and dark-themed. Nothing is wrong with these attributes; in fact, they can be very effective. However, when you consider most everyday music listeners, there is a distinct difference between the brand and the everyday listeners.  The dark-themed interface is simply not as encouraging as other clean, light-themed interfaces.  I agree that the dark-theme worked well for the night time, but evening music is more of a social occasion. It usually happens in a bar, a lounge or a nightclub. We tend to listen to music on our own during the day time.  I really hope the next UI/UX upgrade will brighten things up; it could brighten up the future for Tidal in doing so.

Pandroa One on iPAD

Pandroa One on iPAD

The Out-dated Customer Acquisition Model

One of the major challenges for Tidal to attract new users is the lack of free services. There is certainly value in high quality and ad free music streaming; however, these listeners are probably the subscribers of Spotify Premium or Pandora One. The market for people willing to pay for two streaming services is very small. The market for converting free listeners to paying listeners is tough to crack.  Not to mention the fact that you cannot experience the Tidal service without a credit card. This is preventing other on-the-edge potential customers from experiencing the service. Tidal would be better off having a truly free trial or a free version.

Tidal services

Tidal services


The Wrong Brand Story

This is the most problematic issue for Tidal. The brand story is completely disengaging and off-putting to the general public. An engaging story needs 3 elements; a hero, a magical tool, and a villain. In Tidal’s case, they get two of them wrong: the hero and the villain.

Who is the hero? Tidal came out with the support of some of the most popular musicians. The story they tell to the public is that Tidal is different from the rest, because it gives the profit  back to artists instead of major corporations.  In this case, the heroes in the story are the musicians  and artists. While that sounds like a good idea on the surface, it does not engage nor mobilize the public opinion.  In fact, public perception is that the artists are already being overpaid. Is this perception true? It doesn’t matter. If the heroes of the story are Tidal’s customers and not the artists, it would be a much more convincing pitch.

Who is the villain? Every great story has a villain, the bad guy, the establishment, the dictator – whatever you want to name it. In this case, we can roughly guess that the villain is the record companies. The problem here is that the public doesn’t really look at record companies as the bad guys; at least this perception is not strong enough to influence any significant behavior change. Finding common enemies with the public perception is key in engaging with your target audience. If Tidal can clearly define its villain and the public can resonate with such a villain, then this platform can finally influence our behavior.

Tidal Music Streaming

Tidal Music Streaming


Of course, the above is my own opinion. I also think  Tidal has a fighting chance in this music distribution market; however, they need to rethink their own brand story and step up their game in 2015.

Since 2009, I have been recruiting college graduates and young professionals for Fresh Design. While I think most career centers and HR professionals do a very good job preparing candidates for general interviews, I see a lack of knowledge specific to people who want to break into digital marketing. That’s why I compiled an incomplete list of the top five things you can do to increase your chance of getting an entry-level job in a digital agency.


Know your division

digital agency interview

Commonly, digital agencies divide their teams into three different groups. They are client services, technology, and creative. It is important that you understand what each of these departments does, and how they work together. For example, if you are going for an account executive position, this will fall under the client service group. This is a foundation for you to understand how you can fit into the big picture.

Show and Show

A polished and well-written resume will, at most, be an admission ticket to your first interview. If you want to impress your potential employers, you need much more. Depending on your desired position, you should prepare for a study case, design portfolio, or an online demo. You should never go to an interview empty-handed; instead, you should bring a tablet or a folder to showcase your work. Also, you better do more than just showing the work; you should walk them through your thought process and tell them the challenges you had to overcome. In short, you should be selling it.

Research on culture

Color painters

Each agency has its own company culture. While most HR professionals will tell you it is good to fit in culturally, this is more than important in the agency world. You can read the agency’s blogs, pay attention to how to answer the phone, follow them on Facebook and Twitter, find out the company’s history, and find out what they wear to work. All these little things will add up to a company culture profile. This should shape how you interact with the potential employers.

Speak the language

digital agency interview

There are specific terminologies for each industry, and digital marketers love abbreviations. If you are going after an entry-level position, it is good to read up on all the popular industry terms. So you can talk about CTR on the next PPC campaign, while considering A/B testing to reduce the Bounce Rate.


Avoid the obvious answers


Your potential employer, on average, interviews about 10 to 20 candidates per position. That means they get an average of 15 answers per question they ask. If you want to get noticed, your answers need to be different. I have heard way too many candidates talk about how Apple or Nike is a good brand. Yes, indeed, these two are the most recognizable brands in the world. However, candidates should avoid these obvious examples and go with something more exclusive or unique. One candidate educated and impressed us with her answer about Indian chocolate branding. It was about two years ago, and I still remember her interview.

Content has defined the web for the entirety of 2014. A presentation I designed in 2013 depicts how the organic growth of anything is tied to word of mouth and favored over any paid ad. What these contextual reads have allowed active internet users to do is simply click and stay connected. The simplicity of this act is unbearable to those who think and live in complex terms, so they have been calculated and algorithmically commodified to translate to a type of currency in an age where gold prices are as solid as air and oil has plummeted. We’ve all seen The Social Network, we know how this goes. Yet, as a constant user of these social networks, how have we identified with them each? As a whole? How have these platforms of communities defined you? These are serious questions to ask oneself if you truly wish to make the most of this currency which you now have a stake.

Recently, Snapchat has announced that they are adding former Credit Suisse banker Imran Khan to their list of impressive team members. Khan, along with executives from Google and Facebook, will be reporting to 24-year-old CEO, Evan Spiegel. Snapchat is “second only to the Facebook’s messenger.” Khan will be helping Spiegel oversee a $10 billion valuation and realize a successful IPO (initial public offering) in the same way he guided Alibaba to record-breaking gains.

When intelligence has become highly accessible and treasured, we’ve approached an era where limitations have shifted and what was once thought to be impossible is now just a Wi-Fi connection away.


Contributor: Camille Enriquez // @chamomilee

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