Atlanta-based homebuilder John Wieland has been in the news for his Get Housing Moving tour. Wieland is traveling across the southeast in his customized motor home, “camping out” in unfurnished, unsold homes in Wieland neighborhoods until they sell 101 homes. Why 101? Because Wieland says it’s time to get back to the fundamentals – he’s going out to talk personally with prospective buyers about low interest rates and price cuts.  

I’m sure some people will dismiss Wieland’s trip as a gimmick, but they’re missing the mark. When you talk about engineering the customer experience – about listening to your customers – you have to acknowledge what a great learning experience it will be for him. He’ll be at ground level, seeing and hearing about the economic climate from his customers, rather than reading about it in marketing studies. To navigate at the top, you have to LISTEN on the ground.

Plus, he’ll be creating personal connections with everyone he meets. He’ll not only have a chance to sell them on his product, but also on himself. Let’s be honest – there’s something likeable about a guy who’s not too proud to look a little silly. And in this economic climate, having a personal connection – real or imagined – can be all it takes to tip the scales your way.

Wieland has also gotten extensive press coverage, all of which sends out the message that he’s creative, dedicated and willing to take a risk. He even has a blog, where people can follow his progress (http://www.gethousingmoving.com). And he’s getting name recognition and creating a public image that will last long after this promotion ends.

Aside from all that, one of the things I love about this promotion is that it’s fun! Faced with adversity, Wieland is not only willing to embrace the challenge, but he’s going learn from it and enjoy it! That’s often the kind of attitude it takes to get us to try something new, rather than just trying to “ride it out.” And in 5 years, it’s those kinds of people who’ll be fondly reminiscing about their crazy antics in 2009, rather than lamenting about the lost opportunities of the recession.