For example, some real estate advertising publications target real estate investing. Some real estate advertising publications target the audience which is buying a second home. Some real estate advertising publications target investors who like to do 1031 tax deferred exchanges.
There are real estate advertising publications which cater specifically to for sale by owners. On the other hand, there are real estate advertising publications which target real estate agents as their audience. Other real estate advertising publications target the very specific group of real estate agents called realtors.
Some real estate advertising businesses cater to specialty advertising and marketing products and services. Their real estate advertising and marketing niche is in either postcards, calendars, refrigerator magnets, or other specialty marketing items.
On the other side of the scale, there are real estate advertising publications which target a broader market for real estate.
Some real estate advertising publications are regionally targeted. Some real estate advertising publications are locally targeted. Some real estate advertising publications are nationally targeted.
Some real estate advertising publications offer both print and online advertising. Other real estate advertising publications offer services in print only whereas some real estate advertising publications offer strictly online advertising services.
Furthermore, also take into consideration that real estate advertising can target many different groups of people. It is very common to see real estate advertising created in very specific languages these days catering to specific ethnic groups.
It is always a good marketing strategy to balance both off line and online real estate advertising.
Every real estate agent utilizes real estate advertising. The issue is always what type of mix among the different types of media to use. Some may do real estate advertising using television, cable, or radio advertising. Some may do real estate advertising via newspaper and magazine advertising. Some may do real estate advertising via online advertising.
The real issue, however, is the budget that is allocated for real estate advertising and what will bring the best return for the dollar invested.
For example, in the case of television, cable, or radio advertising, real estate advertising is delivered in 30 or 60 second spots. Because the spots are mostly 30 or 60 seconds, frequency becomes a very important aspect of this type of advertising. The more real estate advertising air time is purchased, the recall is higher.
Internet and print real estate advertising media have a longer shelf life compared to television, cable, or radio advertising. For example, if real estate advertising is done online, a visitor can bookmark the page that was visited and the visitor can keep coming back to that page at any time. The up side about real estate advertising online is that information can be changed instantaneously. There is no need for the audience to wait for the next publication date. In terms of shelf life, real estate advertising online that is bookmarked does not get trashed after a day or a week.
In terms of real estate advertising on print media, the shelf life can last a day, a week or a month depending on the whether the publication is a daily newspaper, weekly insert, or a monthly magazine. The down side to this type of media is how current your information is.
No matter how you look at it, there is not one type of real estate advertising that meets all the different ingredients required to achieve a successful real estate advertising and marketing campaign, thus a good mix is almost a necessity.
Every real estate agent needs to utilize a good mix for effective real estate advertising and marketing.
Not only is it important to use a good mix in terms of the type of media but it would be a smart strategy for a real estate agent to balance the reach as well. It is a smart marketing strategy to use local, regional, and national types of publications.
Even though a real estate agent specializes in one area only, it is still a smart strategy to utilize a regional or national type of real estate advertising publication for this particular reason. Your next real estate buyer may be coming from out of state and if that real estate buyer sees that you invest in promoting your real estate business in many areas other than your local area, that real estate buyer is more likely to call you first before he or she calls someone else.
Of course real estate advertising is a numbers game just like in any type of advertising. The more people and places you reach, the more you are likely to get inquiries.
The most wasteful part in real estate advertising and marketing is not having a follow up system. If you invest a lot of money in real estate advertising, it is also advisable that you invest in an ethical and legal follow up system.
Knowing that the real estate buyer or seller may have to see your real estate advertising several times before the buyer or seller decides to make that inquiry, it would be smart for a real estate agent to have a follow up system that is non-threatening to the real estate prospect. Every type of follow up system that a real estate agent utilizes must be ethically and legally compliant.
Please consult with real estate advertising and marketing professionals before you decide to use a follow up system and make sure that the follow up system is legally and ethically compliant.
