Most real estate people would reap far more benefits from their advertising budgets if they would retain the services of a knowledgeable marketing firm rather than trying to go it alone.
Spending thousands of dollars every month on full-page magazine ads of which more than 80% is covered by a picture of them with copy that's primarily for braggadocio is a high price to pay to build ones ego.
Market studies have shown time after time that those ads do little to recruit clients.
Third party testimonials are believable. Tooting your own horn isn't.
There's one portrait ad that I've see that does it perfectly.
A well-known and respected agent with a Dallas luxury home boutique agency has an ad that is approximately one column wide and almost page long that she runs every month in the same place in D Magazine.
It’s a full-length picture of her. She is an attractive blond. Her name is Lindy Mahoney. She’s in a black dress, and the ad's background is black, too. The ad says who she is, which agency she represents and one teeny “Dallas Best Realtor” logo is at the bottom of the page, in the right-hand corner.
I wish I had a copy of the ad to show you.
I did find a cropped photo of her so that you could see her face.
It’s perfect, and it must work well for her because she sells a lot of homes and has for many years.
I could show you the ads of many other agents that are done incorrectly.
One final thought. If all of the copy in an ad is of a font and point size that the normal-sighted 50 year old can’t read it without glasses, the ad will not reach a major part of the market.
William S. Cherry and No Company
America's Financial Coach