March 03, 2016
We’ve all heard that print is dead. However, it’s actually quite the contrary. Print advertisements remain an essential part of any integrated marketing plan, especially for real estate. This presents the question: how can marketing dollars be maximized in print advertisements? There are a number of strategies you can implement to get the most out of your print campaigns.
Do your research
Before selecting which publication to advertise in, make sure to look into its audience. For real estate agents, targeting locals is the first step. So, visit your local grocery store and flip through a number of the publications there. Pay attention to the publications others in the industry are running ads in. Once you have an idea of where you would like to advertise, reach out to the appropriate person at those publications to request a media kit. Looking through the media kit will help you to ensure that the magazine’s audience encompasses your target customers.
Don’t be afraid to commit
Many publications will offer discounts for running a number of ads. For that reason, you should get in touch with a media representative to learn what kinds of discounts they offer for contracts or brokerage firms. Remember, it takes persistence to get potential customers comfortable with your brand. Therefore, it’s probably a good idea to run an ad more than once in the same publication. If you are willing to make the leap, consider opting for a two page spread.
Advertise with Purpose
Each ad should have a specific purpose. For most realtors, it is either going to involve promoting a listing or promoting yourself as a realtor. Don’t place a picture of yourself floating in the middle of your listing or holding your listing up. Every aspect of the ad should be intentional. If you want to include a picture of yourself on a listing ad, make sure you have a reason for doing so. In this situation, best practice would be to simply place your headshot in the corner of the ad.
Simplify your ads
People often think the way to maximize a print ad is to cram as much information as possible onto a single advertisement. That is not the way to create a positive lasting impression. Focus on readability and a clean presentation for optimal results. With a multiple listing ad, limit the number of homes you include, as too many can make the ad unappealing and difficult to read.
Include a Strong Call to Action
The call to action is a key aspect that is often forgotten. It’s great to create a beautiful ad, but what are people going to do once they see it? Do you want people to learn more about you? Schedule an appointment? Think through what you want to get out of your advertisement, and state your message in a direct and concise manner. Don’t be afraid to tell people what you want them to do.
Seek Professional Help
As a real estate agent, you probably don’t possess the skills and/or expertise needed to produce quality print advertisements, and that’s okay. You’re not expected to be an expert marketer, but that doesn’t mean you don’t need one. In order to ensure your advertising dollars are being put to good use, you should seek the help of a full-service marketing agency with experience in the real estate industry.