Sounds like something a local real estate agent might say after paying for yet another ad that didn’t produce, right?
The Bad News is the Good News…
There is an upside here. If so much of the
A better ad might get you a few more leads in the short term. A better
1) Have a Strategic Objective In Mind BEFORE you Advertise
Before you even think about buying an ad, you must have a strategic objective in mind – after all, why should you pay for any type of ad unless it helps you to reach your objective.
– If I could be known for just one thing in my local market, what would it be?
– Which part of the local real estate market is not currently well serviced by other agents? Is there potential in this neighborhood/age group/demographic profile?
– Which part of the local market is emerging and might be a driving force for sales in future years?
– What’s changing in my market right now – immigration, aging population, young families moving in, etc – and how do I capitalize on the change more effectively than my competitors?
For example, you may determine that based on trends and current prices, your market will become increasingly popular with first time homebuyers. As a result, your strategic objective may be to use your
2) Have a Specific Objective for Each Ad you Place within your Strategy
Continuing with the above example, if you ran a series of ads in the local newspaper offering a free “First-Time Homebuyers Report” available from your website, you would actually be running a direct response ad (aimed at getting people to download the report) that also delivered a brand building message (the message being that you are the agent for first time homebuyers to call because you are the expert in that field).
You can measure the success of the ad by looking at the number of downloads from your site while the ad was running – since generating downloads was the specific objective of the ad. If the ads don’t generate enough downloads to justify the cost, pull them or change them. Ads are only valuable if they get you closer to achieving your strategic objective.
3) Be Consistent
Yes, a consistent look and style for your ads is important to help you get recognized in a competitive market.
But even more important is being consistent when it comes to the messages in your ads. You can’t buy a Yellow Pages ad that promotes you as the leader in client service, and then advertise your “low low price” in the local newspaper, and then distribute flyers that try to promote you as the family real estate expert.
Your messages can’t conflict! Again, here’s where an
If Mr. Ogilvy was right, then most of the advertisers out there in your real estate market are getting it wrong. This creates a huge opportunity for you to use an
– Have an Objective for Each Ad – Measure each ad’s results against the strategic objective you are trying to achieve – if you don’t, how will you know if the ads were successful or not?
– Be Consistent – Make sure all of your ads are focused on helping you reach your strategic objective by communicating a clear message to the market.