Does your real estate advertising copy make your listings stand out from all the other homes for sale on the market? If you’re like 95% of all agents, unfortunately, the answer is “no.” Every home is unique or special in some way. Yet most ads are a generic list of features – 3 bed, 2 [...]
Most advertising and promotion is a waste of money. Instead of applying tried and true direct response advertising methods and asking prospects to take a series of baby steps, most advertisements ask prospects to take a giant leap of faith and call for a free consultation. To your prospect, this is a risky ordeal. They [...]
In my last post, I discussed why you should test your marketing materials and how you shouldn’t presume to know what your market wants – you should let them tell you. In this post, I’ll talk about the many parts of your ad you can test to improve response rates.
Many real estate agents are marketing dabblers. They try something (put up a website, send out postcards, advertise in the local paper, run a tv or radio spot, send a newsletter, etc), see it doesn’t work as well as they’d like, then move onto something else. They never stick with it, nor do they ever [...]
You’ve probably gotten mailings that tell you things like: “You may have already won $10 million.” “Buy one – get one free.” “Free personal organizer when you subscribe to our magazine.” “Call today for your free cd.” “Bring in this coupon and save $25 on purchases of $75.”
With this post, I’m going to start a series on direct response advertising and why it is superior to traditional advertising (aka image advertising or institutional advertising). Direct response is a concept that you can apply to your advertising, mailings, website and virtually every promotion you do that is specific and measurable.
You’ll often hear marketers tell you to focus on benefits not features when describing your services. This is because people don’t buy or value features. They value how those features can enhance their lives – or the benefits. Features are the characteristics or attributes that physically describe your service. In real estate, the features of [...]
Many real estate agents experience the following three problems: Real estate is extremely competitive. While they’ve tried various marketing tactics, none seem to generate many leads. And prospects don’t understand the value they provide and want them to lower their prices. In most cases, the reason why their business isn’t booming is that they are [...]
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