I’m continually surprised by comments like “advertising doesn’t work. It’s just a waste of money”. I’m surprised because of the tremendous impact that advertising has on each of our lives every day, to inform, educate and entertain. I’m certain that each of us is bombarded with 1,000’s of advertising messages each day. We benefit from some of the knowledge we gain from the items we see promoted, because it may meet a specific need we have or provide us with a way to improve our lives.
I believe a more appropriate comment to make concerning advertising is this –“poorly designed, poorly distributed advertising with a poor offer does not work. It’s just a waste of money”. I fully agree with that statement.
While advertising is only one part of your marketing mix, it’s critical to the success of any business. How will the public know about you and your services without marketing and advertising? So if we agree on the importance of advertising, then what makes some advertising more effective and produce greater results for you?
There are three primary things that separate effective advertising from ineffective advertising: frequency, distribution and content. Let’s look at frequency today and others at a future date.
Frequency: Our clients who have experienced the greatest return from their advertising investment have been those who have made a commitment to maintain a regular advertising program for their business. They’re willing to commit the time and financial resources to always include advertising in their business plan. We know it will take at least 13 consecutive weeks for your ad with us to generate the response you deserve because new buyers and sellers are reading our publications each week. Remember, the week you’re not advertising may be the week a reader is looking for you and a particular listing you may have.
Advertising, particularly real estate advertising, achieves many objectives, one of which is an immediate response from a potential client. These additional objectives include:
• Providing the very best exposure and quality advertising for 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 the best exposure
• Showing potential clients what you will do to provide exposure for their home
• Educating all classes of clients about you and your business.
So when considering advertising, consider a consistent schedule that will provide you with all these benefits for you and your business.