One traditional off-line technique that is under utilized in most agent's real estate marketing strategy is that of classified ads. Real estate classified ads can be an important realtor marketing tool because they produce results.
But a lot of realtors shy away from them. They think that the classifieds are for people that are trying to sell their own houses without a real estate agent. I've heard some complain that classified ads don't have pictures of their listings unless they want to pay an arm and a leg to put them in. They feel that you need listing photos to attract the attention of buyers.
The right real estate classified ad is hard to write, but it's worth it in my opinion. A well written real estate classified ad will bring you quality leads. It's like targeted visitors to a website. People go to the classifieds because they are looking for something, something specific. They're not just browsing the classifieds for fun.
When you're looking at classified ads to fit into your realtor marketing plan, one of the big benefits is that they're inexpensive and provide a solid return on your advertising investment. When compared to display advertising (the ones with all the photos), classified ads are just a fraction of the cost and usually more effective.
You can see the results of a well written real estate classified ad quickly, within a few days to a week. Results tell the story. Once you see the power of classified advertising you will be sure to include this method in your personal realtor marketing strategy as you will know the benefits of using this technique.
You can place ads for both listing leads and for listing buyers. I've found that listing lead ads do a bit better for your real estate business. These are simply a catchy headline, a "bait" for getting some pertinent information, and a number to call that ties into your phone hotline answering service and pre-recorded message.
Advertising listings are a bit trickier. What's the trick to writing a good real estate classified ad? The headline is the most important part of the ad. It has to grab attention. Remember, classified ads are short. You only have a few lines of copy to get a response. The headline has to gain the attention of the reader and draw them in.
The short copy must be emotional. It has to portray the most important benefit of the home you are selling. It has to strike a chord with the reader. The benefit of the home may not even be the house itself. It may be its location, the view, or whatever. But the copy has to make the reader want to call you to see this fantastic buy.
Most importantly, you have to direct the reader to call your hotline to get more information. This is where you capture the lead and are ready for your follow-up. At this point it's up to you to convert the lead into an appointment to view the property.
Classified-style ads can also be used in conjunction with your yard signs. I have noticed that a yard sign which has a brochure box is usually visited first by neighbors looking to see more about what your selling the house for. This means that yard signs are a good place to place a classified-type ad for generating listings in the neighborhood.
This also works for people taking your brochure from outside the neighborhood. If they're looking to buy the home then they may be looking to sell their home. You need to take advantage of all opportunities.
Classified ads are one of the best means to advertise your properties and to obtain new listings. They should always be considered in your realtor marketing efforts.
