Welcome back to Against the Norm! In today’s episode, we’re diving into one of my favorite topics: how to stand out and be memorable in a sea of competition. In any endeavor—business, social media, the arts, etc., it is incredibly important to be unique. Otherwise, your efforts either will be ignored or quickly forgotten. As a mortgage brokerage owner in the Big Apple, this was especially important and, in my case, these gimmicks involved Santa suits, Superman capes, and even Wizard of Oz costumes. And the results? Incredible business growth, endless laughs, and connections that people still talk about years later. So, grab your coffee and settle in—this one’s going to be fun.
Santa Times Three!
It all started one day in mid-December when I decided to do something completely different. I went to a theatrical costume supply company and rented not one, but three full-blown Santa Claus suits. They were the real deal—boots, hats, beards, and bells. My two employees and I stocked up on candy canes and hit the streets, visiting realtors and real estate attorneys in our business neighborhoods. We handed out treats, said hello, and spread holiday cheer.
It was an instant hit. Realtors were laughing, attorneys were calling their coworkers to come out and see us, and we left smiles everywhere we went. But the best moments happened when we went off-script. At one point, we stopped into a well-known electronics store to grab batteries for our cameras. The store was staffed entirely by Hasidic Jews, and they were cracking up at the sight of three Santas wandering through their aisles. When we got to the register, all three of us instinctively pulled down our beards and whispered to the cashier, “Believe it or not, we’re Jewish too!” Everyone burst out laughing.
And then, there was the little boy who pointed at us while we were walking down the street and started crying. “Mommy, mommy,” he shouted, “you told me there’s only ONE Santa Claus!” His mom gave us a sheepish smile while trying to calm him down, but I’ll admit—it was one of the funniest moments of my life.
Superman Saves the Neighborhood
The following year, I decided to take things up a notch. For Halloween, I dressed as Superman. And when I say “dressed as Superman,” I mean the full theatrical costume—cape, tights, boots, the works. I even posed with members of the NYPD, pretending to “save the neighborhood.” The photos were hilarious and became instant conversation starters.
But the day wasn’t without its hiccups. Later, while waiting in line for the bathroom at Starbucks, a little boy spotted me and tugged at his mom’s sleeve. “Mommy, why does Superman need to go to the bathroom?” he asked, his voice trembling with confusion. The poor kid—it must have shattered his superhero illusions. But hey, even Superman has to take a break sometimes!
The Wizard of Oz Takeover
The next Halloween, I decided to go all out and involve my entire team. Four of us dressed up as the main characters from The Wizard of Oz. I was the Scarecrow, complete with floppy hat and straw sticking out everywhere. We had Dorothy, the Tin Man, the Cowardly Lion. But, alas, as hard as I tried, I couldn’t get one of my employees to be the Wicked Witch of the West.
The neighborhood kids couldn’t stop laughing as we paraded through the streets, taking photos and acting out scenes. It was ridiculous, over-the-top, and perfect. People still talk about it to this day.
Other Adventures: Leprechauns, Uncle Sam, and More
The costumes didn’t stop there. One year, I dressed as Uncle Sam for the Fourth of July. Another year, on St. Patrick’s Day, we all became leprechauns, handing out cookie shamrocks and spreading Irish cheer. And then there were the interactive events—we took our realtors to bowling competitions, hosted fake bull-riding contests at bars, and found every excuse to inject fun into our business. It wasn’t just about having a good time—it was about building relationships. These gimmicks created connections, trust, and laughter. And in a world where everyone’s fighting for attention, those moments made us unforgettable.
Thinking Outside the Box: The Key to Success
Here’s the thing about all these costumes: they weren’t just for laughs. They were part of a bigger strategy. At the time, the mortgage business in NYC was incredibly competitive. Banks and brokers were all fighting for the same clients, and everyone was shouting the same boring messages: “Apply here—our rates are the lowest in the industry” or some even announced “Zero closing costs!”
I knew that those banalities had multiple “conditions” and hence were misleading . But people fell for them all the time, so, to stand out, I had to think outside the box—or, in this case, outside the Santa suit. Everyone around me—my staff included—thought I was out of my mind. At first, they wanted nothing to do with the costumes or parading around. “That’s something out of a slapstick sitcom,” they said, “not something like upstanding young professionals like us would do.”
But I knew better. People don’t remember average. They remember different, unique and fun! . It’s like those Geico commercials with the silly animals. You might not remember the specifics of their rates and fees, but you definitely remember the gecko. That’s the power of a gimmick.
And guess what? It worked. Those costumes and crazy ideas brought in a flood of new business and referrals. Realtors and attorneys remembered us, and clients felt like they were working with someone who didn’t just think outside the box—I tore the box apart! Over time, my company became one of the biggest mortgage brokerages in NYC, and I owe a big part of that success to being bold, creative, and just a little bit ridiculous.
The Takeaway: You Gotta Have a Gimmick
So what’s the lesson here? “You gotta have a gimmick”. Whether it’s in business, your personal life, or just for fun, finding a way to stand out is key. It doesn’t have to involve costumes or candy canes, or funny looking geckos, but it does have to be you. Maybe it’s your sense of humor, your creativity, or your ability to connect with people. Whatever it is, embrace it and highlight it to the nth degree!!
People don’t remember average—they remember extraordinary. So don’t be afraid to be bold, silly, or even a little bit crazy. Because when you do, you’ll find that the rewards are worth it.
Your Challenge
Think about what your gimmick might be. How can you stand out in your own way? Whether it’s in your career, your community, or just for fun, find that thing that makes people smile, laugh, or remember you. And then go for it. Because, as they say in the theatre (from Gypsy): “You gotta have a gimmick!”
