Marketing Gaffe? Maybe It's Your Ad

Managing Real Estate Broker with Broker, Marketing Coach, Trainer - Red Rock Real Estate Utah 9130327-AB00  

What modes of advertising have you used in your business?  Are there any that you thought were bad choices because you didn’t receive any leads from them?


Was it the mode of advertising, or was it the AD itself?


Anita Clark, in Warner Robins Georgia, had a featured post today about a mode of advertising that she feels she was sucked in to getting.  You can see her blog post here.


In her post she talks about buying in to advertising on the slip covers that go over the room key-cards for a hotel, and how this didn’t generate any leads for her, so her assumption is that she was suckered into a mode of advertising that just doesn’t work.


Looking for alternate ways to advertise (gorilla marketing), is actually the best way that you can stand out above the competition, and be seen first.  But too many real estate professionals don’t put any thought into the type of ad they place on these items.  They think that putting their face and contact information, and some sloppy slogan like “Your Hometown Realtor”, or “I’m the Best”, is going to get people to jump up and take action.


Every day people are bombarded withadvertising.  With social media, and the internet, the quest for marketers to get our attention is overwhelming.  Everywhere we look we are being “sold to”.


Nobody likes to be sold to.


So how do you stand out, without being “salesy”?  How does your message get attention, and generate leads?


Here are question to take into consideration when creating your next marketing piece:

1.   Is this advertising to a targeted audience (preferably the target audience you want to attract)? If the answer is “no”, then don’t run the ad.

a.“Blanket” advertising is a waste of money.

b.You have to be targeting the prospects that you want as clients

2. What are the concerns of your target market?

3. What main concern can you draw attention to?

4. What can you offer to your prospects that will address their main concern, and get their attention?

a. Do you have something you can give them in return for their email address (ie. a special report).

5.Have you addressed the main concern in your ad, and have you provided a “call-to-action” (reason for them to go to your website, to give their email address, to get something of value)?


You see, advertising is only as good at the ad that is on it.  Doing the same old thing that everyone else in your market is doing is NOT going to get you the results you need. 

You need to find alternative advertising (special promotional items, direct mailing, farming) that will get the attention of your audience, and set you apart from your competition.  But once you have that mode, you need to create advertising that speaks to and ATTRACTS the type of prospects that you want to work with, and give them a compelling reason to contact you.

And once you create the ad, TEST IT.  See what works and what doesn't.  Professional marketers don't give up on their first try with an ad.  They test it, tweak it, and test it again.


Posted by



Michelle has over 16 years of internet marketing experience, and has recently developed a program to assist other Realtors in learning how to set up and grow their business utilizing the tools that today's technology provides.  Secret Agent Blueprint teaches Realtors how to harness the internet to create a lead generation system that will generate quality leads for themselves, without paying some high-priced lead company for leads that don't ever amount to anything.  Using today's technology, Realtors can easily dominate their market.

Be sure to check out Secret Agent Blueprint to find out more about this step-by-step program.


Comments (5)

go to & get 20 Listing Appointments per month
Real Estate Faster - Los Angeles, CA

Thanks for sharing. Great points on creating your market piece!

Jan 22, 2012 04:23 AM
Dan Hopper
Dan Hopper - Gold Way RE - Westminster, CO
Denver Broker / Real Estate Advocate

Thanks Michelle.... it is very important to understand what marketing material gets the best result.  Lots of the glitter, pomp and circumstance, does NOT always bring out the best message you want to convey about your services.

Over the last 20 years, I have found the best price and product that has a good shelf life, that puts your in front of your clients every day, are the NOTE PADS!

Jan 22, 2012 04:41 AM
Michelle Fradella-Barfuss
Broker, Marketing Coach, Trainer - Red Rock Real Estate - Salt Lake City, UT
Author of "Top 10 Mistakes Agents Make When Market

True, Dan, but even the best marketing material, with the wrong message, will not get results.

Jan 22, 2012 05:01 AM
Li Read
Sea to Sky Premier Properties (Salt Spring) - Salt Spring Island, BC
Caring expertise...knowledge for you!

Very thoughtful post...too often we fall back on tried and true, no longer inspiring...the ad is what gets the call.   Important to take time to consider the creative call....

Jan 22, 2012 05:46 AM
Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400
The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY
Long Island Condo and Home Specialists

We move very cautiously in spending our advertising $$$...sometimes it's best to go with what's been working best for you all along!

Jan 25, 2012 12:48 AM