Explode Advertising Results With This Forgotten Tactic

By
Real Estate Agent with Wilson Copywriting

It's no secret that most real estate advertising is totally ineffective.  As the Marketing Director for a leading real estate company, I met regularly with many of the firm's 500 associates to discuss their personal marketing. They had tried post cards, newspaper and magazine ads, email marketing, billboards ... all with miserable results.

     While there are many reasons that advertising fails, one common mistake is that agents don't provide any incentive for a prospect to stop what they're doing and pick up the phone.  To inspire action, "make them an offer they can't refuse."

      The offer is one of the most important components of a direct marketing effort.  Author Dan Kennedy says "An offer is something like "Buy this, get a 2nd one free" or "Call for your free catalog and DVD."  The more interesting and appealing the offer, the better.  But the most important basic point is: never end the "conversation" in any media without making a direct offer."

     A free CMA is an offer that some agents use, and though it is not especially compelling, it is better than the typical "glamor shots" photo advertisements we see so often.  You can also create a special report like "7 Costly Home Buyer Mistakes" or "Inexpensive Ways To Boost Your Homes Value."  These reports can have the added effect of working to establish you as the real estate expert in your area.

     The offer should be something of value to the people you're trying to motivate.  Try testing different offers to discover which one work best. 

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Rainmaker
273,670
Wayne B. Pruner
Oregon First - Tigard, OR
Tigard Oregon Homes for Sale, Realtor, GRI
Good advice and a good reminder. I had drifted away from this tactic. Thanks.
Jan 04, 2008 05:25 AM #1
Rainmaker
94,887
Nancy Pav
Century 21 Redwood Realty - Ashburn, VA
Nancy Pav, Your "GottaHave" Realtor
Thanks for the great lesson...we need to remember that it's not about us, it's about them.
Jan 04, 2008 05:27 AM #2
Rainer
29,814
Brian Hoots
Real Living Speckman Realty, Inc. - Bourbonnais, IL
David, Great advice and Welcome to Active Rain.
Jan 04, 2008 05:48 AM #3
Rainer
26,089
Ann Gravel
Pat Bennett Realty - Plaistow, NH
Dave I've been trying to come up with ideas for marketing and I just got a handle on this kind of thing.  I never had any marketing class or experience in that field so I racked my brain trying to come up with something.  Whatever way I get it to the public, I'm going to try to educate them with little tidbits.  Thank you for your suggestion.  Ann of New Hampshire
Jan 04, 2008 10:04 PM #4
Rainmaker
194,873
Leo Namiot
Canopy Mortgage - Jacksonville, FL
Outstanding Service & Great Rates

Hello David,

 Welcome to active rain, it's a great online community, Enjoy!

 Leo Namiot

Benchmark Mortgage - Connecticut

Connecticut Mortgage Lender

www.BenchmarkCT.com

Jan 05, 2008 12:06 AM #5
Rainmaker
559,278
Keith Elliott Jr
KEIRE Realty Group - Manassas, VA
Principal Broker/Owner

Hi David,

Happy New Year and welcome to Active Rain! The opportunities to learn and network are incredible here. Best of luck to ya!

-Keith

Jan 05, 2008 01:48 AM #6
Rainer
7,652
David Wilson
Wilson Copywriting - Saint Petersburg, FL

Thank you all for the welcome to ActiveRain, and the nice comments to my blog entry.  I'm looking forward to learning and contributing in the days to come.

 

Dave 

Jan 05, 2008 02:17 AM #7
Rainer
7,652
David Wilson
Wilson Copywriting - Saint Petersburg, FL

Thank you all for the welcome to ActiveRain, and the nice comments to my blog entry.  I'm looking forward to learning and contributing in the days to come.

 

Dave 

Jan 05, 2008 02:17 AM #8
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Rainer
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David Wilson

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