Real Estate Notes Produce Immediate Cash
| September 24th, 2009Don’t fight forces ; use them. - R. Buckminster Fuller ( 1895 - 1983 )
Are you fighting the forces of change by making the error of advertising’the way it’s always been done?’ Or are you embracing and using this change that snuck up on us over the last 10 years or so? Where do you spend your marketing dollars? If you are like most property agents, you may be spending the least amount in the spot where your prospects are looking most often.
According to NAR, over 80% of all buyers look first at the internet. And while we have not seen the results of any questionnaires, it is sensible to believe that sellers look there too - if only to see who is doing the best job of presenting their listings. And yet, the Promotions mag I read today showed clearly that property agents and brokerages spend the least amount on net advertising than any other medium! I was amazed. But still…
Their report from Neilsen Monitor-Plus showed that Realtors spend only $6.70 on web advertising for every $972.40 spent on print advertising. They even spend 7 times more on radio and almost fifty times more on TV - 2 mediums in which your message is there one second and gone the next .
They’re afraid that if their faces don’t show up in the Sun. paper or the homes books, folks will forget about them. But will they, when 80% begin looking on line rather than in those places? The way to find out, of course, is to track where folks are coming from. That implies you want to ask - and you want to record the answers.
Many agents are spending large sums of money on the’look’ of their sites, but leave them lacking in promoting copy. The bulk of property sites I’ve visited are what I call’Chamber of Commerce’ sites. They give absolutely no reason why a prospective customer or seller should call a specific agent. Because an internet site gives you unlimited space in which to inform your story, it is a perfect spot to present those’reasons why.’ Here you can talk about the special services you offer to buyers and sellers, pitch your niche, and offer free articles that show your prospects that you know what you’re doing.
I always tell agents to leave’the herd’ behind if they want success. Do things which make you and your services stand proud of the crowd. The beauty, of course, is that once your message is there you do not have to keep paying for it over and over again - and if you would like to add new articles, announce new listings, or just tweak your promoting message, you can do it yourself- at no cost outside your own time. So think about this. Would it make more sense for you to cut back on some of those other forms of advertising and instead make sure that your net presence is the finest that it can be? Go the extra distance to put selling copy on your website - and then track the results .
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