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Suggestions for Successful Real Estate Advertising
By arlene | July 3, 2008
In order to advertise effectively you should pay attention to at least the following matters:
- Understand what advertising is and what it can do for you. An advertisement is a message akin to the message or sales talk of the salesperson and involves the same kind of selling procedure as sales talk. Like sales talk, the advertisement must satisfy four criteria — it must attract attention, create interest, arouse desire and encourage action:
- Attention. Your advertisement has to compete with hundreds of other advertisements. In the case of a classified advertisement, something in the advertisement, usually the heading, has to attract the attention of the reader. Interest. The reader of, for example, classified advertisements, may have his attention drawn to an advertisement but may not read it, or may only read it half-way. The advertisement has to succeed in holding his interest at least long enough for him to read it.
- Desire. Arouse desire in the reader, for example, by evoking an emotional response. Make him visualize living in the home. There is little point in dwelling on physical attributes. Rather evoke emotion by using descriptive words and motivating phrases.
- Action. If the advertisement does not elicit a response or action it has most likely failed. In the case of a classified service advertisement the action that you are seeking may be for the reader to pick up the telephone and call you without delay. Thus, although you cannot get a buyer’s signature through an advertisement, a phone call from him will be all that is required to help your salesperson to achieve this. Another goal may be to generate as many telephone calls as possible in order to attract interest in other properties that you may have for sale. Most buyers responding to an advertisement for a specific house end up by buying a different one. In the case of a display advertisement for a show house, the required action may be to persuade the reader to get into his car and to visit the property. In the case of institutional advertising such as a billboard, the required action may take the form of preconditioning so that your salespeople will be well received in future.
- Set precise advertising objectives. What are your overall advertising objectives?
What are your objectives for each individual advertisement? For example -
- convey a specific image of your business to the public;
- make your name known to the public;
- obtain mandates;
- attract buyers;
- inform the public;
- sell a specific property.
- Analyse your market. Know the market and know the audience for whom you are writing.
- Know the properties you are writing about.
- Study and select the media you wish to use. This decision will frequently be affected by budgetary constraints.
- Set an advertising budget for the firm.
- Develop a competitive difference. Distinguish yourself from your competitors but do not be unprofessional in the process.
- Write effective copy. Keep copy as simple as possible. Make your advertisement emotional rather than totally logical. Write for your target reader, and motivate him. Eliminate clichés. Use the truth to your advantage. If possible, write your advertisements in time so that you have an opportunity to evaluate and improve on them.
- Measure effectiveness and evaluate the success of your advertisement and of the media selected. Service advertising can be easily monitored. It should be standard practice each time someone telephones you or calls at the office for your sales or administrative staff to enquire how he came to contact the firm. For example, if he is making contact as a result of an advertisement, obtain the name of the publication and the date. By doing this you will be able to inform your salespeople which advertisements have had the greatest influence and which days are best, for example, for classified advertisements. Also inform your salespeople about the criteria you use to measure effectiveness, for example number of responses per advertising rand spent. If you give your staff regular feedback, they will keep records more diligently and more accurately and will develop a keen interest in the whole advertising campaign. It is more difficult to evaluate institutional advertising since this type of advertising usually does not provide a directly measurable response. The best way is to keep in close touch with the public and to be sensitive to their reactions.
- Control. Make changes quickly as and when necessary.
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Topics: Form, Market, Property, Sale | 6 Comments »
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