There are several components to an ad.  If you've hit the nail on the head with one or two, but missed the boat on another, it won't be as effect as it could have been.  Good layout, good copy, great photos and enticing headlines make for a good ad. 

  Layout should be left to the experts.   You don't want your clients to decide to sell their own homes for the same reason that you should not design your own ad.  You are not an expert at design; you are an expert at selling houses.  You took classes and hopefully continue to take classes to protect your client's most valuable asset.  Graphic artists have also taken classes and have a special eye for a good layout.  Use their expertise.

Although layout should be left to experts in that field, the message in your ad should come from you.  This is what you know best.  Even though the message and technical information comes from you, marketing gurus and advertising specialists can help with how to present your message.  For instance, you may want to tell your audience that they should "Buy Now", but you need to convey that message so it is not only read, but also understood with urgency to act.  You want to engage your reader and talk with them, not at them.

Enough can't be said for crisp, clear, high-resolution photos.  Picture this:  the perfect layout with the perfect copy and action grabbing headlines with a blurry photo.  If you don't take the time to get that perfect shot or at least the very best the property will allow, you have wasted your efforts with the other components.  Take more than one shot and don't rely on MLS photos.  MLS photographers don't have time to determine what is the best angle or to go back after the hauling company or tree trimmers have done their jobs.

Your headlines are what make your audience take action.  Whether it's to read on or pick up the telephone, the headline is what grabs them.  More than one headline can be in an ad prompting the reader to continue to the next section.  Test your headlines and the responses they get. 

See the bigger picture and take the time to get all the components right!  They are your advertising dollars-don't waste them! 

A blog submission by Jodi Devillier, Real Estate Reviews

2008 February CCRIM Newsletter Vol 1 Issue 1