Agents get off on the wrong marketing road when they try to take communication shortcuts by blitzing the market with their ad messages. This route leads to a dead end for two reasons. One, you don’t have the budget of McDonald’s or Anheuser Busch so you can’t compete well in the mass media environment. Second, your prospective customer is already drowning in daily marketing messages. Simply lobbing another ad missile into the general market arena is hardly the way to target the person you’re trying to reach...
The single biggest mistake in advertising – not just real estate advertising but in all advertising – is that marketers create ads without a clear concept of the person they’re trying to influence. As a result they use the wrong media, say the wrong things, and fail to inspire the right outcome. Before you risk a similar mistake, begin by answering these questions...
In today’s cluttered real estate marketing environment, consumers are trained to tune out messages that don’t seem to address their real and unfulfilled wants and needs. In other words, if your message doesn’t clearly deliver a solution to exactly what your prospect is looking for – if it doesn’t slot into an open position in your prospect’s mind – then your efforts and dollars and time will go down the marketing drain...
Great real estate marketing materials start with great headlines. Whether you’re creating a print ad, a property flyer, a Web page, or a brochure, the headline that sits above your copy will make or break your communication effort, and here’s why...
The body of the ad, called ad copy, is the descriptive part of the ad. When preparing copy remember these essential points...
No matter how good an ad you create, if it reaches the eyes or ears of people who aren’t interested in or capable of buying your offering your efforts are wasted. That’s why media selection is so essential to good real estate marketing...
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