The $4,500 Video That Killed Gillette: why effective marketing doesn't demand a big budget

In 2012, a 33-year-old improv comic with a polo shirt, a leaf blower and four and a half thousand dollars walked into an LA warehouse and made a 90-second video. Within 48 hours it had 12,000 paying customers, a crashed website, and the founders of a 110-year-old, multi-billion-dollar razor empire wondering what the hell had just happened. This week, Toby tells the full story of Dollar Shave Club versus Gillette, unpicks the principle behind it — that personality has become the only marketing moat the giants can't buy — and shows you exactly how to apply it to your estate agency. From your video content to your office window to your AI-rewritten property descriptions, here's how to be the Dollar Shave Club of your high street. 🏆 Nominations and tickets are now available for the first-ever Personal Estate Agency Awards!Join us on 22nd October 2026 in Birmingham as we celebrate the very best personal estate agents, brokerage businesses and brokerage teams from across the UK.Nominate yourself, nominate someone else, or book your tickets here: https://www.personalestateagencyawards.co.uk/ 📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.📥 Want FREE materials to help get you your next instruction? Head to: https://www.estateagentconsultancy.com/freeintro💻 Want to launch or scale your own estate agency business?Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course📅 Want to join our next free webinar?Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinarAny questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com