In winter, when the real estate market is flat, and new listings are thin on the ground, Craig’s agency does letterbox drops offering free appraisals. Craig has no idea if this marketing tactic will work. But it’s worth a try. What has he got to lose?

And yet, when spring comes round, and he finally lists a property for sale, Craig barely makes eye contact with the people who come to view it. His job is to get enough people through to close the sale on auction day, then collect his commission.

What Craig’s overlooked is what he stands to gain by being remembered for the way he engaged with buyers, while advocating for his clients.

Memorable marketing isn’t just about what you say when—it’s about how you act at every moment.

Image by Paul Wilkinson