Through his contrarian advertising approach, Ryan Reynolds helped Mint Mobile gain over 2 million customers.
This success wasn’t random or based solely on celebrity appeal—it came from calculated positioning.
The “Us vs Them” framework formed the backbone of their campaign, clearly establishing Mint Mobile as the underdog fighting against massive wireless companies.
This approach can work exceptionally well when you’re not the market leader, creating an immediate emotional connection with anyone frustrated by industry norms.
How To Create Contrarian Property Marketing That Gets Attention
Your property marketing needs three essential parts: a hook, value proposition, and call-to-action.
- Hook: Begin with a contrarian statement that challenges industry norms—something that makes people think “wait, what?”—like “While other agents list dozens of properties, we limit our listings to ensure each home gets proper attention” or “We don’t claim to be the biggest agency in town, and that’s exactly why your property won’t get lost in our system.”
- Value: Frame your service in terms of “more good stuff” or “less bad stuff” compared to competitors—for example, highlight your personal approach to viewings versus sending junior staff, or emphasise how you provide detailed feedback after every viewing rather than vague assurances.
- Call-to-Action: End with a clear next step for the client, but consider adding a memorable twist first to make your message stick—perhaps offer something unexpected like a pre-listing consultation where you actually advise on changes that might increase value before valuing the property.
Try writing your next property description by starting with what other agents typically say about similar homes, then stating how your approach is deliberately different. Contrarian marketing works because it breaks through the property market noise.
The “Us vs Them” Approach in Real Estate
The “Us vs Them” strategy creates immediate differentiation in a market where most agencies sound identical.
This approach works by triggering curiosity through contrast, building emotional connection by acknowledging client frustrations with typical agency experiences, and creating a clear, memorable positioning that’s easy to understand and repeat to others.
For example: When Reynolds says “They charge you a lot, we charge you a little,” he’s not just highlighting price—he’s creating a narrative based on the contrast principle where Mint plays the hero against faceless corporations.
In real estate, this might translate to “They push for quick sales to hit targets, we focus on getting you the best price even if it takes longer.”
The lesson here is that successful contrarian marketing isn’t just about being different—it’s about being different in a way that directly addresses client pain points.
By framing your difference as a deliberate choice made for your clients’ benefit rather than a random agency policy, you transform standard services into meaningful advantages. Remember that your best marketing opportunity often lies in whatever the dominant agencies in your area refuse to change.
Good estate agent marketing isn’t about having the most listings—it’s about giving people the clearest reason to choose you.
By applying Reynolds’ three-part ad structure—contrarian hook, clear value, compelling call-to-action—you’ll create property marketing that doesn’t just interrupt but actually engages. The most effective property promotion doesn’t compete for attention; it earns it by saying something worth listening to.
As Alex Hormozi explains in his detailed breakdown, this approach helped Mint Mobile gain millions of customers despite being a relative newcomer in a crowded market—a position many independent estate agents can relate to when competing against larger players.
