Selling Houses Australia

Whilst at the gym today  I caught whiff of a new reality TV show.

This one is called Selling Houses Australia (http://bit.ly/1ZjNtDs).

It’s sponsored by the usual suspects – Taubmans Paints, Bunnings Hardware, Luxaflex window blinds and Forty Winks bedding.

Now for sometime I have been waiting for the proper disintermediation of the real estate industry.

Granted we have websites such as realestate.com.au and domain.com.au, but these just serve the existing channel, complete with those bloody real estate agents. You guessed it, I don’t like them. They do bugger all and take a lot of money off the table.

I am waiting for the real thing, the Uber or the AirBnB of real estate, to emerge whereupon real estate agents become completely obsolete.

I know there’s quite a few emerging models around but they are all having trouble gaining traction.

One of the reasons for this is that the selling of real estate is something that we do once in a blue moon, and not daily (like booking an Uber) or monthly (like booking accommodation through AirBnB).

Hence it’s harder to get the market to adopt a a new habit.

And it occurred to me that the sponsoring of a reality TV show like Selling Houses Australia is the perfect approach to marketing of a new disintermediating business model.

In fact, it should be the only way it’s done. Bang for buck, unquestionable.

Imagine if Uber had sponsored a Uber Driver reality TV series on one of the major broadcast channels. So long as they had complete editorial veto, they couldn’t have gone wrong.