Steven Burch uses a mascot named Luke on real-estate yard signs to attract buyers and sellers. The problem: people steal the Luke figures and take them home, and without identification stickers, they end up in the animal pound with no way to return them to their owners.
Now, we are a very lucky brand. We are the only brand in real estate that has a mascot that actually ties in to what we do and makes it relevant to attract buyers and sellers. Am I wrong? So when you look at Luke in the yard sign, most of your Luke's end up in the pound. Why? Because you don't have a sticker on his leash telling him where to return home. Home? It makes no sense. If you're using Luke, great. It's cute, it's fun. But when someone steals Luke in the front yard and brings him home, mom and dad are mortified. They don't know how to return him to his owner.
