With any advertising the key is getting the information in the hands and into the conscious mind of the most likely prospect for what you offer.
When you are ready to buy something, particularly something of great value (like a home or car) what do you? You actively seek out the information you need in as many sources and from as many people as possible.
And what sources provide the most information? Those sources that exclusively provide that information. This includes anything specific to what you are looking for. Real estate websites, real estate publications, real estate specific information of any kind is what the active home shopper wants.
National Association of Realtors surveys tell us the average home shopper searches for 9 weeks before finding the home they want. What are they doing to gather information before and during this short period of time? They’re seeking easy to use, comprehensive information from the most specific information sources.
So, when you choose to place advertising in publications or media that deliver or broadcast your message to a wide group of uninterested prospects, what do you accomplish? You might gain from some company or personal branding, you might satisfy the demands of your listing for advertising but you are sending your message to a lot of uninterested people who are not in the market for what you offer – and you’re paying for it.
A “broad” reach rather than a “targeted” reach can be a part of an advertising campaign for a Realtor but it should be at the bottom of the advertising priority list.
Always target first with both product (listing) promotion and personal branding for the greatest effectiveness.