Our Inspiration Comes From Odd Places

J Peterman

Thanks to those of you who took the time to respond to Friday’s article. I agree with you. From time to time you have to pick your head up long enough to “smell the roses.” I acknowledge too, that I am exactly where I am supposed to be at this moment in time.

It’s all about awareness. Awareness to discern when it’s time to slow down to take a breather and when it’s time to “put the pedal to the floorboard.”In fact, that was the second part of the quote I shared with you, from Mark Heaps, on Friday. This morning, we released Mark’s interview.

Check it out.

Speaking of pulling back and pushing ahead …

Last week, as she was thumbing through the mail, Kristin looked over at me with one eyebrow raised and said,

“Whyyyyy do you get the J. Peterman Catalog?”

“You know that’s the company Elaine worked for on Seinfeld, don’t you?”

Come on … Of course I know that.

In fact, as soon as she mentioned it, Peterman’s soft soothing voice flooded my head.

“Then, in the distance, I heard the bulls. I began running as fast as I could. Fortunately, I was wearing my Italian cap toe oxfords. Sophisticated yet different; nothing to make a huge fuss about. Rich dark brown calfskin leather. Matching leather vent. Men’s whole and half sizes 7 through 13.”

“That’s exactly it,” I told her. “They take something as boring as cap toe oxfords and make it sound enticing. We should be able to do the same thing with any house we list, right?”

That’s the theory anyway.

You see, for the first nine or ten years I was in this business, I studied the heavy-hitters inside the industry. The mega-agents. Their coaches and trainers. Mouthpieces on stage at all the conferences.

And for nine or ten years I was disappointed.


Copycats. Most of them.

Rarely a new thought or a fresh perspective.

So I went back to the drawing board. I recognized that if, as a company, we were truly going to be different … If we were going to stand behind our promise to our clients. To help them uncover hidden profit in their home sales … We’d have to start looking outside the industry. Not in it.

I adopted a new approach.

I started studying storytelling and copywriting.

I started reading and researching the best “Ad Men.” Halbert, Ogilvy, Fletcher and Kennedy. Started subscribing to the J. Peterman Catalog and other publications like it.

Then late last year, we teamed up with my buddy Eric Verdi, to start producing property stories for our listings. Adding a storytelling element to the top notch visuals that we put on display for each property.

The result takes something that ordinarily might sounds like this …

And turns it into something like this.

As a home buyer, which house would you rather purchase?

As a home seller, which would you rather sell?

Same property. Different story.

At Three Pillars Realty, we’re always looking for an edge. An insight. A way to better serve our clients and represent their properties.

We’re not afraid to walk the extra mile.

And on that path, sometimes the sparks of inspiration comes the most unlikeliest of places.

Like a pair of Italian cap toe oxfords.

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Ryan France

Ryan France is a native of Austin Texas, father of two, super-early riser, avid reader, admitted podcast junkie & bulletproof coffee addict. In a past life, France was an aspiring professional baseball player. Today, Ryan is an entrepreneur, author and relentless innovator of the real estate industry. Read more on the "Who is Ryan?" page.