Our belief is simple: When it comes to spending Mission Grove Realty marketing dollars...go where the majority potential clients are. And it is no secret where the majority of potential clients are. NAR has this information readily available. The type of media you choose and how you spend your money can easily break you....or make you. Choose wisely!
Whatever media you choose, the key to successful a successful marketing campaign may be "Vertical Exposure". (Don't spread your marketing $ too thin and the $ you do spend....Make them count). If you have budgeted $500, $1,000 or $10,000 month on advertising, do not try to get a cheap ad here, there and everywhere. Get a GREAT ad and run it for only a week during that month to gain that VERTICAL EXPOSURE. An example of this could be: Radio advertising. It can be good in some markets and also expensive on the right station. You have made a decision to start a campaign on the right station but find that your budget will allow for only 20 ads during the month. (In our market, even with a media buyer, $500 would cover from 2-5 ads on the right station!). Most advertisers will run 1 or 2 spots a day until the money runs out.....What you should do is to run those ads only 1 day each week for 4 weeks. Have those ads placed during prime time and people are just about guaranteed to hear your ad. Spread too thin and very few will hear, see or read about YOU.
This Same principle can hold true for all of your print media and internet marketing as well.
For print, resist the temptation to place an ad because: "Every one else is in there so it must be good" or "I can justify the cost with just 1 sale" That kind of thinking will put you in the poorhouse real quick. Instead, place a GREAT ad on Friday, Saturday or both and skip the other days when most go the web for their news and info. Don't waste your hard earned money placing a business card sized ad in a great monthly publication that has hundreds of real estate ads. Your money could be better spent....somewhere else.
For the web, do a search on a key phrase that you think someone would search. Really think about it. Ask someone outside the industry what THEY would search. Search those terms and see what comes up. If it is you every time...No need to go any further. If it is not you, who is it? Is it a site that YOU could be adding content to? There are many places now that you can add your listings or create great ads...Online...for FREE. Be where your potential clients are looking! If you are thinking of adding pay-per-click to your advertising campaign and you are on a budget...DON'T DO IT! Do I need to add here that you had better have something to promote when you start you web campaign. A great site is essential!
Well, I hope that that helps a little. Something old for those that knew, something new for the rest of us, nothing borrowed and the only to be blue are the ones getting the same old results from the same old advertising and wondering why nothing has ever changed. (The definition of insanity).
A bit of luck will always help too! (Luck is when preparation meets opportunity)
Christopher Walker - Broker, Realtor
Mission Grove Realty
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