Most real real estate brokers are not merchandising experts. They did not get into immovabl on their way to a remunerative merchandising career. In fact many agents don't know anyaffair about merchandising so they just do affairs as they have always been done. And the way it has always been done in immovabl is with image advertising. This is not news. It is an axiomatic fact that can be found by simply looking around your own neighborhood and in your own mailbox.
One of the major aspects of image advertising employed by real real estate brokers is the large color photograph of themselves. When I see these kinds of ads and signs, with the agent's picture being the most prominent affair in them, I wonder why I should care what they look like. I know this will sound harsh to many of you that are presently exploitation this rather advertising, but I am not sure how my real real estate broker being photographgenic will help them sell my home. I consider myself to be an average consumer. And as such, for me to pick up the phone and call the number off of any advertising, I need to see the benefit to me. I don't see any benefit to me in these ads.
So if image advertising is not the way to go, what is? Direct response advertising. With a direct response ad you give people a reason to pick up the phone and call you. You can compel people to dial into a call capture hotline with any number of benefits to them. The key is that you offer them someaffair of value such as a coupon, a free report, or a free home evaluation. People are much more likely to call an agent that is offering them a free report on "10 Tips To Selling Your Home Fast" than they are an agent that is only offering them a nice smile.
The other important affair that you can neutralize a direct response ad is set yourself apart from the competition. This rather merchandising is perfect for yellow pages ads. If you look at the ads that are normally running in the phone book, they all look the same. What is going to compel individual to choose you over all the other agents in there? If you use the standard image advertising approach, there is noaffair there to get the consumer to pick up the phone and call you. However, if you have a direct response ad that directly grabs their attention and tells the consumer what you are going to offer them (a FREE report for example) and how to cotton on (by vocation your 24/7 toll free call capture hotline) you set yourself apart from all the other agents in the book.
Direct response advertising also has one more major advantage over image advertising. You can't track image advertising. Image advertising has its place and that is in businesses that have the time and resources that are necessary to have people recognize their name or logo on sight. Real real estate brokers normally do not fall into that category. They are working with tighter budgets and shorter timelines. They need to know if the ads they are exploitation are working now, what their ROI is, and what ads need to be scrapped. This can all be accomplished with direct response advertising. Direct response advertising, when done correctly, has a call to action built in that when acted on, can be caterpillar-tracked exploitation call capture technology. This allows real real estate brokers to really see what is working for them and what is not.
Most real real estate brokers are not merchandising gurus. When they got their immovabl license it did not attach to a degree in merchandising. So it is comprehensible that most agents just do affairs the way they have always been done when it comes to advertising. Unfortunately, that is image advertising. If you want to compel people to call you, stand out from your competition and be able to track your results from your advertising efforts, direct response merchandising is the way to go.
