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Will You Add? - Real Estate Marketing: Why Image Advertising on the Internet (or Anywhere Else) Stinks.
In the glamour world of running your own business consultancy you may think that the glory prize is best actor. In fact the real success goes to best director and here’s why.Firstly, independent business consultants (IBC) have often worked for medium to large organisations in which they held functional roles for example, HR manager, marketing director or IT project manager, which contributed to the bigger picture of their organisation.They then decide that they want to have more of a say and s
Have you ever wondered why companies pay so much money to send you all of this mail? The glossy envelopes... the "Respond by July 27 to get your free prize." envelope teasers...
They send it because it works. It makes them money.
It may not be too flashy - there probably won't be any cute taglines on it and some real estate professionals might even call it "unprofessional."
But one of the main points in being a successful marketer on the internet (and beyond) is realizing that YOUR vote about the ad doesn't count.
Results are all that matter. And your prospect is the only one that de
Few industries are poised to feel the winds of change as strongly as the Personnel Recruitment industry. A significant factor that will be a major influence on the change will be the commoditization of service brought by new technology.Compressions of service deliver time, peeling of recruitment process and industry standardization are three other chief factors with major impact on recruiting beside commoditization of service offerings. This will undoubtedly position certain players to prosper and ot
Have you ever seen a commercial on TV for a hotel chain where the commercial is nothing but a beach scene filled with sounds of crashing waves? That's what you see for the first 20 seconds. Then at the end, the name of the hotel chain fades in the lower right hand corner of your screen before the commercial ends.
That's image advertising. It's what Madison avenue agencies are paid big bucks to create.
In the real estate marketing world, image advertising takes on a slightly different form.
Have you ever seen an ad like this? Here's the content:
Mr. Joe Realtor, Your Choice for ALL Your Real Estate Needs
Somewhere in the ad is a picture of Mr. Joe Realtor and then his company logo and contact information.
That's it. That's the ad.
What's the problem with it?
- It's expensive.
- It's boring (one of the worst marketing sins you can make).
- It makes you look just like everyone else.
- It totally ignores your market (by not talking about them).
- It doesn't work (by work I mean generate a ton of leads).
This type of real estate marketing rarely offers something unique, rarely mentions a benefit, is virtually untrackable, and is usually completely centered on the greatness of the advertiser and not on solving the problems of the advertiser's prospect.
The good part for you is that the vast majority of real estate professionals out there are throwing money hand-over-fist at this type of stuff... and then explaining away the lack of results by saying that advertising doesn't work.
It's happening on the internet and it's happening all over print advertising.
What's the alternative?
Fuel your real estate marketing with direct response advertising.
It works offline and it works really well online.
For advertising to be considered "direct response," a couple things have to be true:
- there must be an offer
- there must be a reason to respond immediately
- the ad must be trackable (by using a code or special phone number or website address)
- the only thing that matters is results
In direct response advertising, the buzzword "branding" is a not a goal. A RESPONSE is the goal.
By being able to track every ad you produce, you can make sure that your advertising is profitable. After all, it is supposed to make you money.
Here's how it should work:
For every $1 dollar you send out in ads you should get some multiple of that back as sales.
One of the best examples of direct response advertising is all of the "junk" mail you throw out everyday.
Have you ever wondered why companies pay so much money to send you all of this mail? The glossy envelopes... the "Respond by July 27 to get your free prize." envelope teasers...
They send it because it works. It makes them money.
It may not be too flashy - there probably won't be any cute taglines on it and some real estate professionals might even call it "unprofessional."
But one of the main points in being a successful marketer on the internet (and beyond) is realizing that YOUR vote about the ad doesn't count.
Results are all that matter. And your prospect is the only one that de
Traditionally, retailers spend most of their advertising and marketing dollars on long-established media such as magazines and television. While this can be a successful strategy, it omits to reach the consumer at the most important place for buying decisions – in the actual store.Customers have to recall branding messages from traditional media or from static in-store signage when making an impulse buy.Now, savvy retailers are reaping the benefits of interactive visuals at the point of sale.
Somewhere in the ad is a picture of Mr. Joe Realtor and then his company logo and contact information.
That's it. That's the ad.
What's the problem with it?
- It's expensive.
- It's boring (one of the worst marketing sins you can make).
- It makes you look just like everyone else.
- It totally ignores your market (by not talking about them).
- It doesn't work (by work I mean generate a ton of leads).
This type of real estate marketing rarely offers something unique, rarely mentions a benefit, is virtually untrackable, and is usually completely centered on the greatness of the advertiser and not on solving the problems of the advertiser's prospect.
The good part for you is that the vast majority of real estate professionals out there are throwing money hand-over-fist at this type of stuff... and then explaining away the lack of results by saying that advertising doesn't work.
It's happening on the internet and it's happening all over print advertising.
What's the alternative?
Fuel your real estate marketing with direct response advertising.
It works offline and it works really well online.
For advertising to be considered "direct response," a couple things have to be true:
- there must be an offer
- there must be a reason to respond immediately
- the ad must be trackable (by using a code or special phone number or website address)
- the only thing that matters is results
In direct response advertising, the buzzword "branding" is a not a goal. A RESPONSE is the goal.
By being able to track every ad you produce, you can make sure that your advertising is profitable. After all, it is supposed to make you money.
Here's how it should work:
For every $1 dollar you send out in ads you should get some multiple of that back as sales.
One of the best examples of direct response advertising is all of the "junk" mail you throw out everyday.
Have you ever wondered why companies pay so much money to send you all of this mail? The glossy envelopes... the "Respond by July 27 to get your free prize." envelope teasers...
They send it because it works. It makes them money.
It may not be too flashy - there probably won't be any cute taglines on it and some real estate professionals might even call it "unprofessional."
But one of the main points in being a successful marketer on the internet (and beyond) is realizing that YOUR vote about the ad doesn't count.
Results are all that matter. And your prospect is the only one that de
The heart of a fool is in his mouth, but the mouth of a wise man is in his heart. --Benjamin FranklinHow often have you said something that you thought was perfectly clear, only to find out later that the receiver had taken it in exactly the wrong way? A boss’s ability to communicate well with direct reports depends on the capacity to transmit meaning between people through the use of words. These words give us the ability to represent the world through symbols, a skill that that allows us to mak
The good part for you is that the vast majority of real estate professionals out there are throwing money hand-over-fist at this type of stuff... and then explaining away the lack of results by saying that advertising doesn't work.
It's happening on the internet and it's happening all over print advertising.
What's the alternative?
Fuel your real estate marketing with direct response advertising.
It works offline and it works really well online.
For advertising to be considered "direct response," a couple things have to be true:
- there must be an offer
- there must be a reason to respond immediately
- the ad must be trackable (by using a code or special phone number or website address)
- the only thing that matters is results
In direct response advertising, the buzzword "branding" is a not a goal. A RESPONSE is the goal.
By being able to track every ad you produce, you can make sure that your advertising is profitable. After all, it is supposed to make you money.
Here's how it should work:
For every $1 dollar you send out in ads you should get some multiple of that back as sales.
One of the best examples of direct response advertising is all of the "junk" mail you throw out everyday.
Have you ever wondered why companies pay so much money to send you all of this mail? The glossy envelopes... the "Respond by July 27 to get your free prize." envelope teasers...
They send it because it works. It makes them money.
It may not be too flashy - there probably won't be any cute taglines on it and some real estate professionals might even call it "unprofessional."
But one of the main points in being a successful marketer on the internet (and beyond) is realizing that YOUR vote about the ad doesn't count.
Results are all that matter. And your prospect is the only one that de
I was losing sleep over this, so you can imagine how grave my concern is. The business I was setting up required dedicated effort and since this is my baby I was giving extra attention to it. Now my only area of concern was publicity about the business and I want it to be impeccable, like any business owner. Now there are different methods that are available which I can make use of for the purpose of promotion. Traditionally popular methods like doing promotion in television, newspaper, radio and online si
In direct response advertising, the buzzword "branding" is a not a goal. A RESPONSE is the goal.
By being able to track every ad you produce, you can make sure that your advertising is profitable. After all, it is supposed to make you money.
Here's how it should work:
For every $1 dollar you send out in ads you should get some multiple of that back as sales.
One of the best examples of direct response advertising is all of the "junk" mail you throw out everyday.
Have you ever wondered why companies pay so much money to send you all of this mail? The glossy envelopes... the "Respond by July 27 to get your free prize." envelope teasers...
They send it because it works. It makes them money.
It may not be too flashy - there probably won't be any cute taglines on it and some real estate professionals might even call it "unprofessional."
But one of the main points in being a successful marketer on the internet (and beyond) is realizing that YOUR vote about the ad doesn't count.
Results are all that matter. And your prospect is the only one that de
No grouping of human beings is without some amount of politics. Managing deployment of Six Sigma in your organization will unavoidably run into some personal issues and conflict. However, with deft handling of the personal and political issues that come up, along with patience and perseverance, your Six Sigma deployment will not get derailed.Political factors that can affect a Six Sigma project include personal resistance to change, inflexible company policies, and incompatibility with existing organ
Have you ever wondered why companies pay so much money to send you all of this mail? The glossy envelopes... the "Respond by July 27 to get your free prize." envelope teasers...
They send it because it works. It makes them money.
It may not be too flashy - there probably won't be any cute taglines on it and some real estate professionals might even call it "unprofessional."
But one of the main points in being a successful marketer on the internet (and beyond) is realizing that YOUR vote about the ad doesn't count.
Results are all that matter. And your prospect is the only one that determines those results.
In a nutshell, direct response advertising is akin to putting the sales pitch you would deliver to a prospect face-to-face, on paper or on your website. It's called salesmanship in print and if it helps you sell more real estate or get more listings, do you really care what others think?
You can use direct response advertising everywhere online: on your website, in Google Adwords, in your email campaigns, your autoresponders... everywhere.
So take some time to start opening your junk mail... It's a free education coming right to your door and it will help your real estate marketing online and offline.
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