Recent scientific research by a prominent electronic toy company shows the average attention span of any child--or ADULT, age makes no difference here --is 7 seconds. (Wired Magazine, Fall 2005)
That's the amount of time, if not quicker, that a human being will focus on one thing before their attention drifts away. So what does this have to do with real estate? Plenty!
Imagine you're a home buyer and you open up a Harmon Homes, Real Estate Book, Homes Illustrated or other real estate magazine. Up to 95% of the ads you read don't contain a reason for you to contact the agent in the ad.
You're missing out on EASY business and having consumers take the next step with you.
Why should the consumer contact you and in a way that they prefer, whether by phone, e-mail, fax or web inquiry? When you don't put a call-to-action in your ad, you've just lost a sale. What phone number do you put in your ad? If it's not a cell phone that you'll pick up and answer right away, you've just lost another few thousand dollars.
Consumers want immediate gratification and you need to help them when they're "in the moment" and focused on your ad.
If you have a web site that shows listing photos and/or virtual tours, you need to promote your web site in your ad, so that consumers will check out the additional photos. Consumers don't want to talk with us real estate agents unless they absolutely have to. I think they'd rather get a tooth pulled!
You need to look at your ads from a consumer's perspective and determine what is hype (silly agent pictures), what is fluff (meaningless slogans) and which information the consumer really wants; i.e. area, price, bedrooms, property highlight, and then get them to your web site.
What do you want them to do once they're at your web site? That and more in upcoming TIPs!
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