Forget boring headshots and tired slogans – one Melbourne real estate agent is grabbing attention in Coburg with a cheeky marketing stunt that’s been labelled ‘cringe genius’ by some and just plain ’embarrassing’ by others.
Raphael Houston, an agent with Ray White, has plastered the suburb with police-style ‘wanted’ flyers – starring himself as the ‘criminal’ – in an attempt to win over new clients.
The flyer features a fake mugshot of Houston under the headline: ‘Raphael Houston ‘Wanted’.’
On the back, Mr Houston is listed as being ‘wanted for being the number one seller in Coburg’ and his crimes include ‘achieving record-breaking advice’ and ‘providing expert advice’.
Mr Houston listed his colleagues as his ‘known accomplices’ and a reward of ‘guaranteed satisfaction for all your real estate needs’.
It didn’t take long for the flyer to surface on Reddit, where Melburnians were quick to weigh in.
‘Man this was so so cringey. I get he’s trying to be unique, but I look at this and hate him instantly, even if he’s the nicest guy in the world,’ one said.
‘So weird and embarrassing. The fake Ray White neck tattoo really takes the cake,’ a second added.
Raphael Houston’s ‘wanted’ poster (pictured) has caused a stir
Mr Houston listed his crimes, known accomplices and a reward (pictured)
But other Aussies called it a very smart marketing strategy.
‘I cringed so hard I pulled a muscle. But yeah… I read the whole thing. So maybe it works,’ one said.
Mr Houston told Daily Mail Australia he ‘wanted to do something different’ to stand out from the host of other flyers locals receive.
The real estate agent said he lives in Coburg himself and there’s tough competition from all the agents that work in the area to get the attention of buyers and sellers.
He explained with the help of Ray White’s marketing team and a ‘brainstorming’ session they came up with the ‘wanted’ poster idea.
‘Anything you do to put yourself out there there’s always going to be some sort of response,’ he said. ‘I have had plenty of nice messages and people sending me text messages laughing about it.’
Mr Houston laughed off the mixed reviews, adding he had ‘received a few mean text messages and emails’ and people ‘blasting’ him over the poster.
‘I’m a real estate agent so I’m used to it,’ he added. ‘You get the good and you get the bad, it’s better to put yourself out there.’
Mr Houston (pictured) said he wanted to stand out from the competition
The real estate agent (pictured) plans to create more unusual flyers in the future
This isn’t the first time Mr Houston has created unusual marketing material and he said he ‘doesn’t know why this one has been picked up more than the rest’.
Despite the mixed reaction, the real estate agent hasn’t been deterred from making potentially controversial flyers in the future.
‘I’m about to release an election-themed one,’ he teased. ‘I was going to do, ‘Make property, great again’ but we’ve put the pin on that.
‘I’m working on a few things but we’re definitely going to keep being creative and trying to do something a little different.’
Mr Houston added: ‘You’re always going to have people talking, you might as well try your best. As long as it’s not harming anyone, it’s just business.’
