Part 2

Question: Of the following advertising options, Internet, Print, Radio, & Television, which one works the best.

Answer: None, & All the above. I know, I know, I'm getting in the habit of answering like a politician. But face it, sometimes it is the question that has the problems. Let's see if I can paint a picture for you.

First, let's say you have a print ad that costs $250.00 /month consistently and over the last year it brought you 200 calls, 2 buyers (that closed deals) & 2 sellers. However, the average print ad performance for your market is higher than your average. Labeling your campaign as "underperforming".

Now let's say, for $250.00 /month you can get a 30sec spot on your local radio station. You try it and find your response is on average, 8 calls a month, and so far no transactions. The industry average in this case is actually lower than yours & they're saying your campaign is a great success. Every now and then people do mention, "I've heard your radio commercial, it's cool."

So, which one would you rather have? I've met many people doing the later, and it causes me to scratch my head every time. Radio is the newer, more cutting edge option, so maybe it's in a higher on the social ladder. Nevertheless, if you ask me, I'd say go with the one that gave you business. Isn't that what advertising is supposed to be, an investment to the future of your business. One you should be expecting a return on. If you're not, you're throwing away money.

Disclaimer: There is no magic bullet to advertising. If you're experiencing a lower volume of calls, ask yourself the important questions of why? Don't jump to conclusions that the medium (print, internet, etc) is the culprit. Maybe you have an UGLY house that nobody wants. 'No, not my listings' you say. Friends, sometimes listings are ugly, ugly, ugly... No advertising will change that.

More to come, so don't be a stranger.