While real estate advertising continues to decrease in newspapers, many brokers and agents continue to promote themselves and their listings in that print medium.
Is that the right or wrong thing for them to do?
I can't answer that question, because I don't know what results they're getting.
The right question to ask is: "Through tracking their advertising, are they getting quality leads from that advertising medium?
It's a two-part result to analyze, because they may be getting lots of quality leads, but are they converting them to listings and sales? That's a topic for another day.
Today, I want you to look at your classified newspaper advertising.
If you submit listings into your local newspaper each week, are your ads just like everyone else's ads?
Be honest with yourself!
That is the easy way to do it sometimes, because you don't have to put much thought into the process of writing the ad...and you are really thinking that the ad won't do much to generate any leads any way, aren't you?
We've all been there at one point or another. It's 5 minutes until the ad deadline and you're scrambling to come up with some text just to get the ad in on time.
Well now, let's try something different.
Let's look at designing a template that you can use for your listings that are hopefully more effective and bring you more leads.
Doing it this way allows you to follow a format that can bring you better results and you can also TEST different aspects of it over time to see which versions draw the most interest from consumers.
Isn't that what you're ultimately after?
YOU HAVE ONLY SECONDS TO GRAB the consumer's attention!
2...3...4...5 seconds at most.
What's the purpose of an ad?
No, it's not to list everything but the kitchen sink. :)
The purpose of an ad is to get the consumer to contact you.
Why would they call you and how would they reach you?
Have you given them a HOT BUTTON in your ad to make them sit up and take notice?
Please don't say "3bd, 1bth, FP, LLWO on CDS st".
Is that the right or wrong thing for them to do?
I can't answer that question, because I don't know what results they're getting.
The right question to ask is: "Through tracking their advertising, are they getting quality leads from that advertising medium?
It's a two-part result to analyze, because they may be getting lots of quality leads, but are they converting them to listings and sales? That's a topic for another day.
Today, I want you to look at your classified newspaper advertising.
If you submit listings into your local newspaper each week, are your ads just like everyone else's ads?
Be honest with yourself!
That is the easy way to do it sometimes, because you don't have to put much thought into the process of writing the ad...and you are really thinking that the ad won't do much to generate any leads any way, aren't you?
We've all been there at one point or another. It's 5 minutes until the ad deadline and you're scrambling to come up with some text just to get the ad in on time.
Well now, let's try something different.
Let's look at designing a template that you can use for your listings that are hopefully more effective and bring you more leads.
Doing it this way allows you to follow a format that can bring you better results and you can also TEST different aspects of it over time to see which versions draw the most interest from consumers.
Isn't that what you're ultimately after?
YOU HAVE ONLY SECONDS TO GRAB the consumer's attention!
2...3...4...5 seconds at most.
What's the purpose of an ad?
No, it's not to list everything but the kitchen sink. :)
The purpose of an ad is to get the consumer to contact you.
Why would they call you and how would they reach you?
Have you given them a HOT BUTTON in your ad to make them sit up and take notice?
Please don't say "3bd, 1bth, FP, LLWO on CDS st".
If you do, you're throwing your money down the drain.
What is it about your listing that's going to make someone want it badly?
It's either PLEASURE or GREED.
Consumers either fall in love with a property, seeing something in it that really attracts them to the property or if it's a plain jane, for example, then you have to hit their GREED button...it's too good of a deal to pass up.
So here's what you should have in your ad:
- Neighborhood name
- property address
- price range..."in the $180's" (qualifies buyers - don't need to be exact)
- a couple of HOT features that connect with PLEASURE or GREED
- property web site (Photos at www...)
- your direct phone number
You want to get the consumer to take the next step of either going online to get more information about your listing or to call you to ask you some questions.
If you have any questions about this topic, please e-mail me at dan@danweis.com.
To your success,
Dan
All content copyrighted © 2007 - Dan Weis, Agent Success Coach
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