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Advertise as though you are the consumer

In this industry, name recognition helps with our business. Well, what I meant to say is that it should help with business. I know I do not want anyone to cringe when the hear Ann Guy.

subupb Recently, I decided to go take a day trip to The Philadelphia Zoo. On the way out, across the street from the parking lot, I spotted this building. The sign on it, in case you cant' see, is an advertisement for Superb Roofing.

The building is vacant. In fact, it looks as though it should be condemned.

When advertising, I think you should put your best foot forward. If I put one of my signs in front of a house, I like to make sure that the house is marketable. Not many people want financing on a house that is, well, boarded up. And not many lenders will finance a property on poor or fair condition.

Now I do not mean a "For Sale" sign. So REALTORs®, please do not take offense. This roofing company is advertising a service. A home improvement service at that. Upon visual inspection, there are no improvements on the property. I am pretty sure I would not call them to replace my roof. Yes, I am being judgemental. I am viewing this as a consumer, not as a mortgage broker.

Now there is a thought, look at your advertising as though you are the consumer.I see so many businesses advertising on the paper place mats in diners. I read it out of boredom while waiting for my food. However, I do not think to take it with me for future information. Nor do I write down the information with my First Choice Equity Group, Inc. pen. In my opinion, I would be wasting my money to pay for this advertising space because I do not value it as a consumer.

On the other hand, I do have an advertisement in my Homeowner's Association newsletter. Why? Because I am more inclined to support my local economy first, my village. I go to my neighbor's bake shop, my neighborhood Tastefully Simple independant sales consulant (yes, I refinanced her mortgage).

I have read many blogs asking for advice on marketing and advertising. I now have a good response, or so I think. See your ad as a consumer, not a salesperson. I bet there are some people who change their outlook.

Posted by Ann Guy on 10/02/2007 04:01 PM

Comments (27)

name recognition, marketing, first choice equity group inc, advertise

Post is included in group: Pennsylvania Professionals

27 Comments on Advertise as though you are the consumer

OCT

2007

Nicely done Ann, haven't thought about it that much, but you are very right in my estimation. Ahhh, to look at things through the eyes of the consumer.

Ann,

You're just a 'country girl' at heart. That sign was probably put there to identify a drop off point for drug deals or something like that:^). Seriously---Nice post---Good advice! Thanks, Fran

I agree with you 100%! I would cringe to see my name on THAT house if I were that roofing company!

Advertising & marketing are more than just words...when we are selling something, we are actually selling OURSELVES first, then our services or product.

I also agree with you that we need to stand back with a critical eye & look at our advertising and marketing strategies.

So much of my business for advertising is done on the net, or with phone calls, and selling "me", no matter how I feel or what is going in my life, comes first.

And after great advertising? Delivering what we say we will!

This is smart...we need to think of advertising just that way....it's a wonder all don't do it.

Ann, You are so right! I never pay attention to restuarant place mats, or grocery store receipts, or some of the other silly paces it wouldn't make sense to advertise. I think like the consumer, and know what doesn't catch my eye. Good post!

:o) This is something I try to do all the time. I've been a buyer and seller a few times, and I remember it WELL. I put myself back in that place when my clients are getting upset, and I try to do it when I think about advertising.

That sign is hilarious though!

Ann, the best thing I ever did was buy a home "elsewhere" and use a Realtor*. It changed my whole perspective on EVERYTHING that has to do with being a Realtor*. The very home I bought...I told the agent I wouldn't step foot into, blechk! Over my dead body. It was the worst presentation, text, photos, etc. ever. She talked me into it because she did her job and previewed it. Two steps in the door I silently mouthed to her with an eye roll "write the contract".

Ann,

I love your post. I find that when marketing when I slow down and look at what I'm doing it's very important to look at what I've creted throught the eyes of the consumer. Excellent subject and great post.

Mike Lewis

Ann, Halloween is right around the corner and that would make a great haunted house!!!!

Ann , you nailed the entire concept. "View everything you do in business" basically from the cunsumer / client standpoint.

Excellent blog. A big 5-0 and hopefully a feature.

(How's the Zoo? haven't been in quite awhile).

Ann- Very good post. I am writing a post on PR next week. Name recognition is everything. We enjoy a type of celebrity status in our town and it works wonders. People know us when we are at the grocery store, etc. But that is a subject for a post. Katerina

Hey- Great post! Get out there in your community and get known. Join a local Chamber of commerce. Use local shops! Be a regular! Top of mind awareness is what you want!

Great advice, Ann. So often, we market based on what our preferences are when we shouldn't even be factored into the equation,

OCT

2007

Ann, Great post..Yeah I can get you 1%, No Closing Costs. Everything at discounted rates. Don't Worry about it!

(Think this will work for me?) ha ha

How true! Often times we worry about exposure, exposure, exposure, without giving any thought at all to the stage on which it is presented! Great post Ann!

Ann,

Great Point, thats what I do for everything that I market!!! After all we are Consumers too!!

Tom Weiss

A couple years ago we had a used car dealer around town whose name was -- I swear-- Shady Auto Sales. Logo was a picture of a car under a big leafy tree. I get what they were after, but they had no clue why that was a bad name! Needless to say, they didn't make it long.

Jason-thanks for being #1

Fran-I guess it's a good thing that I didn't think of it that way

Pamela-I believe that my customers do business with me, not my company

Larry-Thanks

Diane-I forgot about grocery store receipts! What a waste

Sarah-When I saw it I laughed and thought "I am so blogging this one. Where's my camera?"

Chris-Is this the home that is not on the market?

Mike L.-Thanks so much, I am glad you liked it

George-I love Halloween! It's my favorite holiday

OCT

2007

Ann, I thought I'd put my .02 in here - I think realtors get blinded by the traditional ideas of marketing and tend to rely on them, like print ads, virtual tours, etc. They don't take the time to drive past the house and look at it from a driveby's perspective - what can that do to pique the interest there? Also, the MLS photos are vastly underutilized - the casual browser will not proceed further at that point. Good post on perspective.

OCT

2007

Not only are MLS photos not taken with thought, but they're under used from the point of view from NUMBER of shots. I know in my MLS I can upload a huge number of photos. So why is it that most agents upload ONE? Front view, taken from across the street head-on. Walk around the house. Take multiple angles. Take lots of interior shots & post them for all to see.

Ann,

This reminds me of Jay Leno when he does his bit on headlines that make no sense. I guess there is a possibility that the the improvements have started w/the roof....NAH.....

Where you advertise should reflect the type of business you are trying to promte.

Jeff-I have seen too many REALTORS® not take the time to do all investigaging. Maybe Caravan days were not such a bad thing.

Erica-Good question and Great advice!

Dan-Jay Leno is past my bedtime. Sad, I know.

Ann - that's a great point - the office tours we do are helpful in that respect.

OCT

2007

Ann you are right. It is all about communicating with your audience.

Ann, it is true! Where you advertise does make a difference. This is where people get the first impression of you. If you advertise on a place mat, your name will get smeared. LOL If you advertise on a billboard, you will only get drive-bys and not a second look. On a shopping cart, you will be hidden. Think before advertising. Thanks for the great post!

OCT

2007

Hmmmm... Maybe the roofing company ran out of business cards and had some extra plywood in the back of the truck. Could be a calling card to the building's owner. LOL!

I know exactly where that house is by the zoo. It's a shame that an area that the nation's oldest zoo is in an neighborhood like that.

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