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Strategies for Real Estate and Mortgage Ad design:

Mortgage and Lending with National City Mortgage

Sean Cohen

Strategies for Ad design:

Advertising is a brutal world.

It's usually do or die, pass or fail, huge rewards or a big waste of money. Hardly ever is there a gray area where you just break even, and make just enough sales to pay for the ad or ads. Also, since the cost of front page or full page ads is so high, we must be extra attentive to the way our ads are designed and presented in order to be effective.

There are many ad designers (graphic artists) who can make or break an ad's success in the design of the ad itself. There are several components of an ad than can be strategically addressed to almost guarantee its success or failure. Also, it's important to understand and appreciate that there are three kinds of graphic artists employed to design ads; you want the third one!


True artists who have artistic talent.

Educated graphic designers who know how to use ad design software.

People who are both true artists and know how to use ad design software.

It's also very important to realize that you run a business, and that you are the best insight into how you want yourself portrayed, or your product presented, or your services illustrated and explained. The advertising you ultimately choose is at your cost, and you should have some say in how it begins, and how it ends. Even though a true artist or ad designer will probably be more creative and effective with their design of your ad, you should be creating thumbnail sketches and writing the basic copy (words and phrases) that you prefer. Then let the designer take it to the next level.

Here are some strategies for designing a rough draft of your own ad:

Eye flow:

Page Center

Billboard Mentality


White space:


Name, Contact Info and Product Recognition:

Without these, you could get every person in the city to read your ad and it won't matter a bit. Ever seen a great commercial, but you don't even know who the advertiser was? Talk about a waste of time and money.
Frames are usually cheesy and make the whole ad look like it should be posted in a cheap hotel lobby or diner. Watch out for framing your ads. Let an artistic graphic designer help you choose borders for your ad that compliment your message and style.
Blank space is actually artistic, and you can make your important pictures and words even more important if they're not overwhelmed by copy all over the ad.
Too much to say is usually a killer. Everyone seems to want to say everything they can to "get their money's worth", but if nobody reads it or calls on the ad, you never get your money's worth anyhow. Plus, line ads get expensive, especially in the Va. Pilot, so keep it short and to the point.
: There are so many ads and so little time taken by readers to figure out which ones they will read, and so you have to pull in the reader in the first 3 to 5 seconds or they're gone! That means, at first glance, your ad needs to function like a billboard, where a driver only has a few seconds to catch the idea and name.
: The page center for an ad is not the real center. The first glance center is still horizontally in the middle, but vertically the center is more than likely half way between the middle and the top. Any major attention grabber in that area will also begin the eye flow, such as a picture of someone's face or objects that serve like arrows, such as a car facing a certain direction.
You can lead the reader's eyes right where you want them to go, or you can lead them off the page and on to someone else's ad.

Comments (6)

Ron Martin
Keller Williams Realty - Spartanburg, SC
Ron Martin Team

Good morning & welcome to Active Rain, You have joined an excellent site to receive free marketing, absorb more information from others, share ideas.  Be a blogger and have fun. If you have any clients moving to the Greenville, Spartanburg, & Anderson South Carolina area we are your team. We are on all three MLS. Great blog!  Keep it up. Again Welcome!!

Sep 24, 2008 01:05 AM
Bill Kennedy
Keller Williams Greenville Upstate - Greenville, SC
Homes For Sale Greenville SC

Welcome to Active Rain! This is a great website for building your business, as well as learning from others.  Pat yourself on the back, because you made a GREAT choice in joining the blogosphere!

Write often, and write whatever comes to mind.  Blogs about personal topics and non-real estate items are often the best.  It helps your readers to bond with you, and ends up bringing you a lot of business!

Good luck with your future blogging.  If you'd like more info on points in Active Rain, I just wrote a blog about it (click here). Feel free to ask me any questions if you need a hand!

Sep 24, 2008 02:14 AM
Lori Isaacson
Credit Restoration Consultants - Plantation, FL

Hi Sean,

On behalf of Credit Restoration Consultants, your neighbor in south FLA,  and the over 110,800 members of Active Rain I want to welcome you to the AR family. If you have any questions regarding credit scores, credit repair or any credit related issues including identity theft do not hesitate to call or e-mail me. I hope you enjoy the AR experience and keep on blogging.


Lori Isaacson

Sep 24, 2008 03:43 AM
Ginger Ryals
Prudential C Dan Joyner and Young Realtors - Spartanburg, SC

Welcome to Active Rain!! This is a great site to network and share ideas!! Have fun with it!!

Sep 24, 2008 07:45 AM
Lorena Westervelt
Van West Realty - Greenville, SC

Hello, welcome to Active Rain! This seems like a wonderful environment to network as well as learn from others. I hope you enjoy yourself and participate often in the Active Rain environment!

Sep 24, 2008 01:47 PM
Kirk Westervelt
Van West Realty - Greenville, SC Realtor -Short Sale Expert! - Greenville, SC
Kirk Westervelt, Broker In Charge, Van West Realty - CDPE - Short Sale Agent - Home for Sale - Greenville, Simpsonvil...

Hello and welcome to Active Rain! I encourage you to learn from others, share your knowledge and experiences with all of us, enjoy yourself, and try to log in and join us in the Active Rain community as frequently as possible. I look forward to your future blogs and comments! Take care, --Kirk.

Sep 24, 2008 02:16 PM