A masterclass in the fundamental basics of modern marketing Range Rover has a commercial where someone drives up a massive flight of stairs at a countryside estate to go fetch a dog's ball. It's completely absurd. You are never going to drive your SUV up a staircase.

Brian Buffini took the stage at UNITE 2026 in Charleston and did what he does better than almost anyone in real estate: he picked a fight with the conventional wisdom, armed with data most people would rather ignore. His message was blunt.

You will never see a full trash can at Disney World. The janitors are mandated to empty them the second they hit halfway, just so nobody catches a whiff of garbage while they're out living the magic. Most people don't know that. And that's exactly the point.