“It's no longer just enough for people to believe that your product (your services) does what it says on the label. They want to believe in you and what you do. And they'll go elsewhere if they don't.” ~Hugh Macleod

One of the biggest issues surrounding real estate marketing these days is that most of the marketing collateral being produced is meaningless. Too often they are lengthy, confusing, and cluttered. The advantage that Fortune 500 companies have when they produce their advertising and promotional materials is that they spend millions on marketing think-tanks to produce quality, meaningful reminders of their brand. With research dollars they can even determine if a campaign will be successful even before it has begun. As an independent agent you do not have these resources available to you, but this is no excuse for bad marketing.

There are some basic principals and recent studies to help you on your never-ending quest in making sure that your message is heard. As a rule of thumb, before you begin creating your piece, ask yourself a few very important questions:

A. What do I want to get from this piece? More buyers? More Sellers? A referral?
B. Why is this piece important to my reader? In other words, why would they want to read it?
C. What is the best way to deliver this particular piece?

Once you answer these questions you can begin to create a remarkable advertisement for yourself and your business. Below are some tips to make sure you are heard above others in the marketplace.

1. Keep It Simple
Many real estate professionals continue to over-saturate their marketing materials with words that mean very little to the consumer. “Just because you can, doesn’t mean you should,” says University of West Florida advertising professor, Tom Groth. “Just because you have the space does not mean that it needs to be filled. Sometimes saying very little says an awful lot.”

2. Offer Something of Value
The United States Post Office conducted a study and found out that the majority of consumers want to know what’s in it for them. Without offering something of real value the consumer is less likely to read the piece you’re creating. On this same note, offering a no obligation property evaluation is not enough. It’s an agent’s duty to offer a no obligation property evaluation. What kind of market statistics specific to that prospect's area are you able to pull? Do some work on their behalf and they'll be impressed.

3. A Picture Speaks a Thousand Words.
Make your picture speak two thousand words by using high-quality photos and have them taken professionally, if possible. If you are sending out a direct mail piece to 200 people, you need to realize that your piece serves many purposes. By using quality property and agent photos your reader is likely to spend more time looking at it. Prospective clients will often say, “I want an agent to take photos like that of my home,” placing you at the top of their list for real estate agents.

4. Become a Resource
Homeowners are craving information about market conditions, especially in uncertain markets. Sadly, this is an area in which many agents have failed to capitalize. It’s the reason that websites like Zillow.com are taking off. Agents want information that relates directly to them and they want to know they have a source to turn to. Use your materials to let them know that you have the information and are ready to deliver it.

5. Be Location-Specific with Your Message.
Position yourself as the local agent that lives, breathes, and works in town and you’ll get a lot further with your message. Chances are you work under the umbrella of one of the larger companies like Prudential, Coldwell Banker, GMAC, Sotheby’s, Century 21, Re/Max and so on. Although these companies provide local expertise, some homeowners can be persuaded to believe that agents that work for these companies do not know their areas. Using a phrase like, “As a 15-year member of this community,” or place yourself in the heart of the community with intro phrases like, “I remember homecoming at Springfield High School; the fun, new energy, and excitement. As your real estate agent I can give you the ins and outs of this town and any other town in which you may interested.”

The tips above are just a start. As a consumer yourself you know there is very little time to read all of the advertising that is thrown at you in one day. When you learn from this and create your materials based on what others want to see and not what you want to see, you will find that you’ll get a better response and more business.

Matthew S. Gosselin is the author of My Blue Goose, Exploiting The Wow Factor In Real Estate Marketing. The book can be purchased on MyBlueGoose.com or Amazon. Stay tuned for more information about his new book, "Stand Out, Stick and Stay. Transforming Real Estate Marketing"