Attention Seasoned Realtors and Professionals: Please help me with ad content, what works best?

Mortgage and Lending with Guaranteed Home Mortgage Company, Inc.

I am moving forward with a Grocery Store Marketing program. The ad will run from May to October, it is a 2ft x 2ft size ad that will be above a very large bulletin type of board. The board will feature a store map, coupons and specials items on sale and other local newsletters, etc. I will have a bin to put take away materials in too.

 This is pretty inexpensive so I thought the exposure of 28,000 families per week was cost effective. I am a mortgage broker in Michigan. It is a declining market and refinance business has been close to impossible with the values so low.

I know that I am tired of the same old mortgage ads advertising- Low rates, discount on closing costs, products, etc. What is a good message for the climate? Do I need a Hook of some kind? Like something Free?

I definitely want to focus on purchase clients. What type of message is best here? Focus to Renters? Focus to Seniors and purchasing investment properties. Should I put my photo on the ad? Would a photo of my family be effective?

To Any of you seasoned realtors out there, what kinds of ads do you get the best response rate from? This is so frustrating. I work for myself and prior to owning my own business 3 years ago, I always worked for huge corporations with marketing depts to do this stuff. I really need help, but I don't have money to pay a professional. My husband is a photographer, so graphics and putting it together is not a problem, but just what to say has got me stumped!!!!

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Naoma Doriguzzi - Virginia Beach, VA
That is an interesting and different way to market to consumers.  As far as the creative help... I haven't had to do anything myself since we have marketing dept that does all of our stuff. I wish you the best on it and you will have to let us know how it goes!
Feb 28, 2008 01:34 AM
Michael (Mike) Elliott
Nottingham Real Estate Group - Hamilton, NJ
Don't do it!!!  Your ROI will be weak, if not non existent. Get out of it.  market to your sphere of influence and past businss first...unless you're already staying in touch with them on a mad-crazy level.
Feb 28, 2008 01:37 AM
Mary Luz-Johnsen
Concierge Notary Services, LLC - Cape Coral, FL
As a Realtor I do a lot of sponsorships and it has really helped my name recognition. Usually these are inexpensive enough and a lot of fun.  Trade shows, expos, sponsoring a school team, good deeds like Relay for Life, Habitat etc.  Doing this sort of grass roots marketing is what helped me be rated Sales Agent of the Year in 2007 with the builder I worked for.   Hope this helps.
Feb 28, 2008 01:47 AM
Tony Grego, 317-663-4173 #1 Trade Association for Alternative Inv
REISA - 317-663-4173 - Indianapolis, IN

Hey Julie!

I agree somewhat with Mike. While I am not saying not to do it advertising like this is just to build brand and frequency. Every time someone sees the carts they get an "impression." The idea behind it is that while your prospects may not be in the market right now when they are in the market they will (may) thing of you.

Another hard part with this in the real estate agent market is that most folks will move further away than the reach of the market and may decide to use someone in the area.

Now on the flip side you can run the ad and the first person that sees it happens to be in the market and buys. From my experience this is a long shot

Good Luck


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Feb 28, 2008 02:05 AM
Julie Hite
Guaranteed Home Mortgage Company, Inc. - West Bloomfield, MI
HI Tony, I was thinking this as brand marketing the most too. Maybe an image of my family and text that just suggest purchase info. I did the grocery cart thing back in 1994 and it made the phones ring a bit. I remembered that I made back the investment that I put in. But this is more of a banner ad, so I am hoping to get some ideas from the community about what may be the best type of message for the ad. Thank you soooo much!!!
Feb 28, 2008 02:25 AM