What is it with today's marketing campaigns?  As I browse through the various real estate periodicals, pamphlets, etc. I can't help but wonder..."What were they thinking?"

Granted, many of you recognize the most important aspect of the marketing campaign, but at the same time so many others miss the boat completely.  Correspondingly, the results and success vary greatly across the industry.

But what is the most important aspect of your marketing campaign?  Is it loudly espousing that you are the greatest Realtor in your area?  That you are a member of the multi-million dollar club?  That you have great people skills?

NO!  The most important aspect of your marketing campaign is...REPETITION!  Occasionally placing the greatest ad in the history of the world won't benefit you at all.  Sure, you may get a few calls, but is this what you really want?

To achieve long term success, you must place ads continuously if it is to be of any benefit to you at all.  People who are looking to purchase real estate are constantly perusing the various periodicals to find the home of their dreams.  If you don't have an ad there...you don't exist!

Look at the real estate books, magazines and newspapers in your area.  Notice anything about them?  Do you see the same agents advertising every week in these avenues?  Are they among the top agents in your area?  I bet they are.

Coincidence?  Maybe, but I doubt it.  They have recognized the value of constantly putting forth their message.  People see their ads again and again and, subliminally, start to identify with these agents.  The buying public starts to give validation and respect to these agents abilities because they see their message all the time.

Additionally, with little variation, most of the top agents' message is pretty much the same every time!  Check out their ads.  You'll notice that the ads vary very little from each submission.  This, again, gets back to repetition.  The average consumer won't recognize you or your message if the format of the ad constantly changes.

This isn't to say that change isn't important.  You must constantly tweak your ads slightly to find the right combination that generates the most activity.  This is incumbent upon you to preserve your overall profitability.

If you are constantly placing your message out there for everyone to see...congratulations!  Keep up the good work.  It will take some time and many repetitions to "buy" the brain cells of the consumer, but long term it will certainly pay off.

If you haven't given much thought to your advertising campaign or are one of those who only do it occasionally to satisfy the homeowner...STOP!  It's time to take stock of what you really want from this business and plan accordingly.

If you want to achieve longevity in this great business...GET YOUR MESSAGE OUT THERE!

Just thought you should know.

Have a profitable day!

Stevenu