WHAT IS MARKETING?
The list of business marketing items - from business cards to give-aways to a blog - is ever-growing, but, in reality, marketing is anything that results in an interaction with the public. To have an effective marketing campaign, though, you need to include the following seven items:
- Personal contact with clients
- Direct mail to current and potential clients
- Internet exposure through websites
- A brochure describing your services
- Advertising in various mediums
- Public relations
- Client education
WHAT IS ADVERTISING?
Answer to question 1
WHAT CONSTITUTES AN EFFECTIVE AD?
Good advertising works, but poorly designed or poorly written advertising has little chance of achieving successful objectives and long term results. Advertising must have certain features to be the most effective. They are:
- Great ads must have a headline or bold statement.
- Great ads are well written, with the reader in mind.
- Great ads tell the reader “What’s in it for me?”
- Great ads intrigue the reader to learn more.
- Great ads portray you or your product as the best in your field.
- Great ads contain a call to action.
Question 3
Question 6
Advertising and marketing strategies are always changing; however, some general guidelines always apply. We have attempted to answer some commonly asked questions. Our answers, in addition to providing general information, will also help you understand how to utilize your website and targeted print advertising for maximum effectiveness.
1. WHAT IS MARKETING?
The list of business marketing items - from business cards to give-aways to a blog - is ever-growing, but, in reality, marketing is anything that results in an interaction with the public. To have an effective marketing campaign, though, you need to include the following seven items:
2. WHAT IS ADVERTISING?
WHAT IS ADVERTISING?
3. WHAT CONSTITUTES AN EFFECTIVE AD?
Good advertising works, but poorly designed or poorly written advertising has little chance of achieving successful objectives and long term results. Advertising must have certain features to be the most effective. They are:
Also remember that advertising, particularly real estate advertising, achieves many objectives, one of which is an immediate response from a potential customer. Additional objectives exist and can include:
4. WHERE SHOULD I ADVERTISE?
You should advertise in locations that will be the most cost effective and will provide you with the services and results you desire. You have to weigh the cost of running the ad, the locations, and the potential return. Since the real estate market is relatively small, it is best to target your ad toward prospects with the most potential of becoming leads.
5. IS A “TARGETED” MEDIUM THE BEST MEDIUM FOR REAL ESTATE ADVERTISING?
"Targeted" advertising refers to materials that are likely to be read, heard, or seen by prospects. Using targeted advertising works best because you can narrow your potential prospects while cutting advertising costs. In real estate advertising, these are important considerations since the base of active customers at any given time is relatively small. While you can use mass-market media effectively, only a small percentage of your advertising budget should be devoted to it. Targeted approaches work best in terms of reach and cost.
6. WHAT ABOUT USING TARGETED PRINT PUBLICATIONS, SUCH AS THE REAL ESTATE WEEKLY?
Targeted print publications have proven to be powerful tools when properly and effectively utilized in a marketing plan. Reaching the most active prospects is the result of a well-distributed and designed real estate specific publication. Real Estate Weekly has enjoyed success as a targeted advertising platform because all the content is directed toward our niche market - home buyers who utilize the publication during their home search.
7. WHO READS YOUR PUBLICATIONS?
Our readers are individuals who are actively pursuing the American Dream of being a home owner. Our surveys have shown us what our readers want. In addition, the National Association of Realtors' (NAR) studies provide further insight into home shoppers. Based on our surveys and NAR's studies, we know:
8. HOW MANY COPIES DO YOU DISTRIBUTE AND HOW DO YOU DETERMINE THIS QUANTITY?
Our circulation quantities are based upon meeting the demand from our distribution locations. We are always expanding and modifying our locations. This process is ongoing and seasonal. High-traffic and high demand locations are stocked and serviced by our personnel multiple times each week. Our exact distribution information is available to our clients upon request.
9. WHAT ABOUT OTHER ADVERTISING OPTIONS, SUCH AS TELEVISION OR THE NEWSPAPER?
Daily newspapers are attracting less real estate classified advertising as their circulation and “reach” continues to decrease. Competing media, such as cable television and internet, attract more clearly defined users, particularly with the under-40 age group. National advertisers recognize this trend and are devoting more of their ad dollars to a targeted medium, such as cable TV. In fact, many national advertisers do little to no advertising in the daily newspapers, choosing instead to devote their dollars to more targeted media.
10. I’VE HEARD YOU OFFER AN ADVERTISING GUARANTEE. HOW CAN YOU GUARANTEE ADVERTISING?
We guarantee 100% satisfaction. If you sign an Advertising Agreement with any Real Estate Weekly publication and are dissatisfied, at any time, with our products or services, simply contact us. If we can’t solve your problem, you have no further obligation to continue advertising with us and can receive a refund of what you have paid up to the point of your cancellation.
11. I’M ADVERTISING MY LISTNGS IN YOUR PUBLICATION. CAN YOU HELP ME COMMUNICATE THIS TO MY CLIENT?
We are more than willing to help. We would be happy to mail them a copy of the paper, your ad, or a postcard notifying them of your marketing campaign. We also have complimentary flyers you can utilize in your listing presentations.
12. I’M A REALTOR AND DON’T HAVE ANY LISTINGS YET. WHY SHOULD I ADVERTISE?
You still need to build your presence within the community. How will people know about you if you aren't marketing yourself? Remember these marketing objectives of advertisements:
13. I’M NOT USING YOUR PRODUCTS, AND MY ADVERTISING SEEMS TO BE WORKING. WHY SHOULD I MAKE ANY CHANGES?
What works today may not work tomorrow. It never hurts to consider your options and to see what other methods of marketing are available. In addition, advertising with us could garner even greater results than what you are currently experiencing.
14. I’M CONVINCED – I WANT TO BE INCLUDED IN YOUR PUBLICATIONS. HOW DO I GET STARTED?
We strive to make the process of developing and maintaining a consistent advertising program as simple as possible. Simply call us at 915.585.1000, and we’ll get you started. We’ll first meet with you personally and develop a plan that works and fits your budget. We’ll also explore the easiest way for you to get your ads to us – from our online system to e-mail to faxing us your lunch napkin with your ad copy.
15. I’M NOT A REALTOR, BUT I PROVIDE SERVICES TO HOMEBUYERS. HOW AND WHERE SHOULD I ADVERTISE?
Your marketing and advertising should follow the exact formula outlined in our FAQ's. If you serve homebuyers and sellers, our publications should be a part of your advertising plan. Your prospects are reading our publications.
16. SHOULD I USE THE INTERNET TO PROMOTE MY BUSINESS?
You should definitely use the internet. NAR surveys show that nearly 90% of home shoppers begin their home search on the internet. While home shoppers may make efforts to locate a Realtor, drive through neighborhoods, or pick up print products (or view one online), they are increasingly using the internet to meet these needs. With virtual tours and e-commerce, the only point at which a consumer may leave the internet is to meet with you or to visit the houses in which they are interested. The internet is a must and should be incorporated into your over-all marketing plan as one of seven marketing musts.
17. WHAT SHOULD I DO ON THE INTERNET?
The internet is merely another way of getting your name into the community. Employ the same strategies you use with your other marketing media. Always remember that your business is more than listings and services; it's everything your business offers, and your web presence should communicate that. Try to accomplish the following with your web presence:
18. WHAT DO YOU PROVIDE FOR INTERNET PROMOTION OPTIONS?
Our locally-focused consumer websites provide you with a comprehensive and easy-to-use website that can be shared with potential customers. Visit our WOW!Services to learn more.
Sources: 2009 NAR Buyer/Seller Report
1. WHAT IS MARKETING?
The list of business marketing items - from business cards to give-aways to a blog - is ever-growing, but, in reality, marketing is anything that results in an interaction with the public. To have an effective marketing campaign, though, you need to include the following seven items:
- Personal contact with clients
- Direct mail to current and potential clients
- Internet exposure through websites
- A brochure describing your services
- Advertising in various mediums
- Public relations
- Client education
2. WHAT IS ADVERTISING?
WHAT IS ADVERTISING?
3. WHAT CONSTITUTES AN EFFECTIVE AD?
Good advertising works, but poorly designed or poorly written advertising has little chance of achieving successful objectives and long term results. Advertising must have certain features to be the most effective. They are:
- Great ads must have a headline or bold statement.
- Great ads are well written, with the reader in mind.
- Great ads tell the reader “What’s in it for me?”
- Great ads intrigue the reader to learn more.
- Great ads portray you or your product as the best in your field.
- Great ads contain a call to action.
Also remember that advertising, particularly real estate advertising, achieves many objectives, one of which is an immediate response from a potential customer. Additional objectives exist and can include:
- Providing the very best exposure and quality advertising for you, your business, and your listing
- Building name recognition in the community
- Reinforcing your experience and professionalism to all clients
- Informing past clients that you’re still in business
- Informing current clients that you’re providing them with the best exposure
- Showing potential clients what you will do to provide exposure for them
- Educating all classes of clients about you and your business
4. WHERE SHOULD I ADVERTISE?
You should advertise in locations that will be the most cost effective and will provide you with the services and results you desire. You have to weigh the cost of running the ad, the locations, and the potential return. Since the real estate market is relatively small, it is best to target your ad toward prospects with the most potential of becoming leads.
5. IS A “TARGETED” MEDIUM THE BEST MEDIUM FOR REAL ESTATE ADVERTISING?
"Targeted" advertising refers to materials that are likely to be read, heard, or seen by prospects. Using targeted advertising works best because you can narrow your potential prospects while cutting advertising costs. In real estate advertising, these are important considerations since the base of active customers at any given time is relatively small. While you can use mass-market media effectively, only a small percentage of your advertising budget should be devoted to it. Targeted approaches work best in terms of reach and cost.
6. WHAT ABOUT USING TARGETED PRINT PUBLICATIONS, SUCH AS THE REAL ESTATE WEEKLY?
Targeted print publications have proven to be powerful tools when properly and effectively utilized in a marketing plan. Reaching the most active prospects is the result of a well-distributed and designed real estate specific publication. Real Estate Weekly has enjoyed success as a targeted advertising platform because all the content is directed toward our niche market - home buyers who utilize the publication during their home search.
7. WHO READS YOUR PUBLICATIONS?
Our readers are individuals who are actively pursuing the American Dream of being a home owner. Our surveys have shown us what our readers want. In addition, the National Association of Realtors' (NAR) studies provide further insight into home shoppers. Based on our surveys and NAR's studies, we know:
- 72% are actively involved in the home search process that may conclude in 9 weeks from beginning to end.
- During this search, more than 50% will frequently use the Internet, and most (90%) will use a real estate agent.
- 73% of home sellers will contact only one agent before listing their home.
8. HOW MANY COPIES DO YOU DISTRIBUTE AND HOW DO YOU DETERMINE THIS QUANTITY?
Our circulation quantities are based upon meeting the demand from our distribution locations. We are always expanding and modifying our locations. This process is ongoing and seasonal. High-traffic and high demand locations are stocked and serviced by our personnel multiple times each week. Our exact distribution information is available to our clients upon request.
9. WHAT ABOUT OTHER ADVERTISING OPTIONS, SUCH AS TELEVISION OR THE NEWSPAPER?
Daily newspapers are attracting less real estate classified advertising as their circulation and “reach” continues to decrease. Competing media, such as cable television and internet, attract more clearly defined users, particularly with the under-40 age group. National advertisers recognize this trend and are devoting more of their ad dollars to a targeted medium, such as cable TV. In fact, many national advertisers do little to no advertising in the daily newspapers, choosing instead to devote their dollars to more targeted media.
10. I’VE HEARD YOU OFFER AN ADVERTISING GUARANTEE. HOW CAN YOU GUARANTEE ADVERTISING?
We guarantee 100% satisfaction. If you sign an Advertising Agreement with any Real Estate Weekly publication and are dissatisfied, at any time, with our products or services, simply contact us. If we can’t solve your problem, you have no further obligation to continue advertising with us and can receive a refund of what you have paid up to the point of your cancellation.
11. I’M ADVERTISING MY LISTNGS IN YOUR PUBLICATION. CAN YOU HELP ME COMMUNICATE THIS TO MY CLIENT?
We are more than willing to help. We would be happy to mail them a copy of the paper, your ad, or a postcard notifying them of your marketing campaign. We also have complimentary flyers you can utilize in your listing presentations.
12. I’M A REALTOR AND DON’T HAVE ANY LISTINGS YET. WHY SHOULD I ADVERTISE?
You still need to build your presence within the community. How will people know about you if you aren't marketing yourself? Remember these marketing objectives of advertisements:
- Building name recognition in the community
- Building your “brand”
- Promoting your internet presence
- Reinforcing your experience and professionalism
- Informing past clients that you’re still in business
- Showing potential clients what you will do to provide exposure for their home
- Educating all classes of clients about you and your business
13. I’M NOT USING YOUR PRODUCTS, AND MY ADVERTISING SEEMS TO BE WORKING. WHY SHOULD I MAKE ANY CHANGES?
What works today may not work tomorrow. It never hurts to consider your options and to see what other methods of marketing are available. In addition, advertising with us could garner even greater results than what you are currently experiencing.
14. I’M CONVINCED – I WANT TO BE INCLUDED IN YOUR PUBLICATIONS. HOW DO I GET STARTED?
We strive to make the process of developing and maintaining a consistent advertising program as simple as possible. Simply call us at 915.585.1000, and we’ll get you started. We’ll first meet with you personally and develop a plan that works and fits your budget. We’ll also explore the easiest way for you to get your ads to us – from our online system to e-mail to faxing us your lunch napkin with your ad copy.
15. I’M NOT A REALTOR, BUT I PROVIDE SERVICES TO HOMEBUYERS. HOW AND WHERE SHOULD I ADVERTISE?
Your marketing and advertising should follow the exact formula outlined in our FAQ's. If you serve homebuyers and sellers, our publications should be a part of your advertising plan. Your prospects are reading our publications.
16. SHOULD I USE THE INTERNET TO PROMOTE MY BUSINESS?
You should definitely use the internet. NAR surveys show that nearly 90% of home shoppers begin their home search on the internet. While home shoppers may make efforts to locate a Realtor, drive through neighborhoods, or pick up print products (or view one online), they are increasingly using the internet to meet these needs. With virtual tours and e-commerce, the only point at which a consumer may leave the internet is to meet with you or to visit the houses in which they are interested. The internet is a must and should be incorporated into your over-all marketing plan as one of seven marketing musts.
17. WHAT SHOULD I DO ON THE INTERNET?
The internet is merely another way of getting your name into the community. Employ the same strategies you use with your other marketing media. Always remember that your business is more than listings and services; it's everything your business offers, and your web presence should communicate that. Try to accomplish the following with your web presence:
- Building name recognition in the community
- Building your “brand”
- Reinforcing your experience and professionalism
- Informing past clients that you’re still in business
- Showing potential clients what you will do to provide exposure for their home
- Educating all classes of clients about you, your business and real estate in general
- Always ask "what's in it for my user" when thinking about your website content
18. WHAT DO YOU PROVIDE FOR INTERNET PROMOTION OPTIONS?
Our locally-focused consumer websites provide you with a comprehensive and easy-to-use website that can be shared with potential customers. Visit our WOW!Services to learn more.
Sources: 2009 NAR Buyer/Seller Report
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