Persuade, Change, Influence

Are these admirable goals for an advertising campaign?  Or, maybe a better question is, is the goal of an advertising campaign to change consumer behavior or to just focus it? 

Organizations such as MySpace and Facebook have truly changed the way we look at the internet.  They would fall under the Persuade, Change, and Influence category.  Your local hardware store, however, just focuses the customers that already have a need for something they provide.  They already have a target market and they just want to focuses that market to their business. 

 How does this relate to real estate? 

Given the currant situation of too many homes on the market and many buyers waiting for their homes to sell before they can buy, there seems to be one obvious solution.  Get people that do not own homes to buy one.  This would eat up some of the homes on the market reducing the inventory and allowing people that own those homes to buy new ones after theirs have sold.  Historically the real estate industry has functioned like the hardware store.  We have to do what MySpace and Facebook have done and reinvent how people look at Real Estate.  The people that understand its advantages already own a home, we need to target the consumer that would not normally be a target of real estate marketing. 

This is my job, actually it is more than a job it is a quest.   

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