Generally viewed as anything that
influences people favorably and is composed
of various tools and techniques to convey a
specific message. The topic is often
narrowly perceived but is actually quite
broad. An advertisement includes any verbal,
written, or graphic representation, in a
newspaper, magazine, flyer, handbill, or
other written form, billboard, sign, or
electronic media.
Promotion can entail personal publicity,
institutional material to bolster an image,
maintenance of a particular marketing plan,
and the advancement of specific properties.
Promotion is the sum of favorable
communication delivered by specific
advertising tools. In turn, promotion is
tied to marketing strategies that embody a
mix of activities to achieve pre-determined
organizational or personal goals. While
advertising tools and promotional goals are
important, a marketing strategy will take
into account consumer wants and needs,
pricing, supply and demand, research
expenditures, product development, and
distribution factors in the marketplace.
Classifications
Advertising is generally grouped into
two categories:
Institutional advertising
is directed toward the overall advancement
of a specific person or brokerage. It is
designed to promote goodwill and instill a
predetermined impression in the public’s
mind through the use of logos, corporate
slogans, and specific themes to advance a
market or niche position.
A form of real estate advertising that
is not directed to the sale of a particular
property, but rather the promotion of a
service, person, or brokerage to the general
public. Institutional advertising by real
estate brokers (agents) and salespeople
falls under the general requirements set out
for all advertising.
Specific advertising is
focused on individual products and services.
The most popular advertising medium for real
estate is the classified section of the
newspaper. Features and benefits are a
priority, with overall brokerage image being
secondary.
Classified
Advertising
Performs various functions usually
reaching a specific market, satisfying the
needs of seller clients, promoting sales
staff, and building company image. The
majority of readers who respond, in all
probability, will not be qualified prospects
and this fact should be kept in mind when
constructing an ad for a specific property.
Frequently, the property does not sell as a
direct result of that advertising. Rather,
classified advertising is designed to get
the telephone to ring. One of the most
effective means of developing a good ad is
the AIDA formula.
Get the prospect’s Attention by
creating a unique and interesting
heading and related lead line(s).
Continue to create Interest by
outlining the benefits and amenities.
Build Desire for the prospect to
live in that property or community by
describing a way of life.
Prompt the caller to take Action by
calling the office as a result of the
copy used.
Heading
The heading must have instant reader
appeal. The best headings seem to appeal to
reader self-interest, introduce new ideas or
features, and arouse curiosity. Most studies
agree that the number one item of interest
is location of the property. Ranking close
behind as number two are price and financial
terms. Always write the heading so that
readers are persuaded to examine the rest of
the add
Body Copy
Once interest is gained, body copy
should complement the heading and induce the
reader to look for additional facts. The
real objective of body copy is to get the
reader from desire to point of action.
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