This is the text of one of my most successful print ads. I started running it in a local paper in about 1999. I got a phenomenal response that drew many investors to work with me and helped me to find my niche. The ad did it's job. IT MADE THE PHONE RING:
CHEAP HOUSES AVAILABLE IN ALL AREAS: CALL LANIA AT ______ REALTY, 719-232-5941
However, the down side of the ad was that it made the phone ring with all kinds of unqualified buyer or investor wanna be calls. People that had been to the English sounding guy's first name with the last name that reminds you of blankets seminars, but had no money or credit. I had a lot of weeding out and sorting through to make the ad work to my benefit. Cell phone minutes were costly in those days.
The ad helped me to hone my phone pre-qualification skills. "Oh, you saw my ad in the Nickel? Well, can you tell me if you've been pre-qualified with a lender? No, well, how do you feel about your credit? Do you think it's pretty good?..."
Another thing that became quickly apparent was that "cheap" is a relative term. If someone is downsizing from a 400,000.00 home, a "cheap" home may be 250,000.00. Much to my delight, cheap was often about average market value of a median sales price home for my region.
To my surprise, most people had a great handle on what their credit was like and could tell you what shape they were in over the phone. Some would say, "I don't know, I had a bankruptcy about 5 years ago..." and then I'd be able to tell them that there was a possibility that we could help them. Some would say, "Well, I've got a 50,000.00 past due child support lien..." and I'd be able to tell them that they needed to clear that up, but that they should speak to a professional about improving their credit and qualifying for a loan.
The first year I ran the ad, I had about 12 closings from it. (Averaging one per month is not bad for a 4.50 per week ad now, is it?).
Inadvertently, by finding something catchy that would make my phone ring, I caused all sorts of REAL investors to call me and that forced me to learn all about the foreclosure process and how to bid on HUD homes, etc...
That ad did me more good than any single marketing gesture I can think back on in my almost 13 year career in real estate. Now, I've developed a strong client base and one of the investors I "caught" with that fishing ad works for me as a Broker Associate. Today she's going out to Yoder to show a pre-qualified client a home. She got the client by running this ad:(Hey, there's another benefit...I got a great agent as a result of that ad because I recruited her and she went to re school and is one of my top producers now!)
CHEAP HOUSES AVAILABLE IN ALL AREAS, Call Dianne at Rocky Mountain Realty 719-638-5858
I think she has sold at least 5 this year off of the ad...it's a winner...run it in your town and enjoy! (Only don't run it if your town happens to be Colorado Springs, please!)
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You must have the patience of a saint. I sold manufactured homes for 6 years, before I went into residential real estate. I have avoided any advertising that even remotely reminded me of the customers I had to deal with in my mobile/manufactured home days. I don't even advertise in the particular newspaper that catered to those types of customers. I believe that everyone has the right to own quality housing. Unfortunately, my patience meter/time waster meter is too small and my attitude goes down the drain after a few of the no money, bad credit, let me tell you all my excuses phone calls.
So I'm actually giving you credit for being able to fill this niche! It definitely needs to be filled, so everyone has a shot at home ownership. Good job!