{"id":6573,"date":"2012-02-21T13:52:13","date_gmt":"2012-02-21T21:52:13","guid":{"rendered":"https:\/\/redfindevelop.wpengine.com\/blog\/?p=6573"},"modified":"2020-10-05T13:12:27","modified_gmt":"2020-10-05T20:12:27","slug":"the_machine_and_the_beast","status":"publish","type":"post","link":"https:\/\/www.redfin.com\/news\/the_machine_and_the_beast\/","title":{"rendered":"The Machine and the Beast"},"content":{"rendered":"

Redfin has hired Tom Vogl as our chief marketing officer. It once seemed hard to ask a total stranger to be the ambassador for Redfin\u2019s brand: of the ten people now on our management team, only one prior to Tom hadn\u2019t been promoted from within Redfin.
\nBut almost immediately, we began to feel that Tom was one of us. Halfway through our first dinner together, Tom made a stray comment about having an unusual nickname from his time\u00a0running Dell in Brazil. I looked up at from the blast-radius of bread-parts and beet salad that had, until that moment, been my evening\u2019s main focus.\"\"
\n\u201cWhat was the nickname?\u201d I said.
\n\u201cWell, I used to be called \u2018The Machine,\u2019\u201d Tom said. \u201cIt wasn\u2019t always a compliment.\u201d
\n\u201cI\u2019ve been called \u2018The Beast,\u201d I said. \u201cIt\u2019s one of the nicest things anyone ever said to me.\u201d
\nAnd then I knew Redfin would hire Tom. He started last week.
\nFor nearly six years before that, Tom ran marketing for REI, a co-op that happens to embody some of Redfin\u2019s most cherished values. As a mission-driven retailer that, even in a savagely margin-sensitive industry, puts customers and employees before profits, REI has its fair share of ex-hippies and tree-huggers.
\nAnd so do we. The first time Tom met me for coffee, he looked the part: he was wearing a rock-climbing outfit with those crazy all-rubber shoes, having just descended the summit of a lonely peak. It became clear then why Tom had dedicated himself to building the REI brand. He\u00a0was <\/em>the REI brand.
\nIt isn\u2019t easy to find someone who is both a machine and a hippie, a believer and a beast. The people who are the most driven are usually the ones driven by all the wrong things.
\nAnd at Redfin, what drives you matters. After all, we aren\u2019t just trying to draw attention to a media site. We\u2019re trying to make our case — that real estate can be different, that the Redfin agent you see on our site puts customers, not commissions first — that we\u2019re worth a shot. It\u2019s a great leap of faith for our customers, and, for us, perhaps the greatest marketing challenge on the Internet. If we don\u2019t believe, no one else will.
\nAnd so we interviewed folks for chief marketing officer who had hyped bogus diet pills, doomed websites and dubious financial services, but could never get excited by a hired gun. After every interview, Redfin\u2019s Matt Goyer would shake his head and say, \u201cDoesn\u2019t love Redfin enough.\u201d He reminded me of a Jewish mother-in-law. No one was good enough for his child.
\nBut finally Matt and the rest of the team found someone not only good, but absolutely, insanely great. We popped the question, and the rest is history. Over the next year you\u2019ll probably see from Redfin, for the first time in our history, a significant investment in marketing.
\nPart of this is because of the expertise Tom brings, and part of this is because we\u2019re finally growing up, with a service we think everyone should try<\/a>. We need to tell the world about it.\u00a0Mostly, we\u2019ll do this without marketing — through our own website and mobile tools — so we can spend more of our money giving consumers the best tools and the most value and giving\u00a0our agents <\/a>great<\/a> pay<\/a>.
\nBut with the arrival of Tom and of another great marketer, Kuba Poraj-Kuczewski, we will also probably begin to advertise at larger scale, across the web and other media. I\u2019m glad we held out in our earliest days against advertising, but also glad we are open to it now.
\nOf course, Tom\u2019s importance goes beyond being a mouthpiece for the brand. Marketing at its best is every sensory organ for a business, its eyes, skin and ears, listening to customers and refining the entire Redfin experience \u2013 from the first website visit to the final closing — based on what we learn.
\nNot many people have the brainpower, the empathy, the moral authority or the belief to do that. Tom does. Welcome Tom!<\/p>\n","protected":false},"excerpt":{"rendered":"

Redfin has hired Tom Vogl as our chief marketing officer. It once seemed hard to ask a total stranger to be the ambassador for Redfin\u2019s brand: of the ten people now on our management team, only one prior to Tom hadn\u2019t been promoted from within Redfin. But almost immediately, we began to feel that Tom […]<\/p>\n","protected":false},"author":13210,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[57],"tags":[],"dashboard":[],"coauthors":[],"class_list":["post-6573","post","type-post","status-publish","format-standard","hentry","category-company-news"],"acf":[],"yoast_head":"\nThe Machine and the Beast - Redfin Real Estate News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.redfin.com\/news\/the_machine_and_the_beast\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Machine and the Beast\" \/>\n<meta property=\"og:description\" content=\"Redfin has hired Tom Vogl as our chief marketing officer. It once seemed hard to ask a total stranger to be the ambassador for Redfin\u2019s brand: of the ten people now on our management team, only one prior to Tom hadn\u2019t been promoted from within Redfin. 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