Agents Ideas - Hints : Marketing

MARKETING

> Writing the Advertisements > The A.I.D.A Principle > Unique Selling Propositions > Marketing Yourself & Your Services > How NOT to be a Secret Agent > How do I Market Myself? > Ensure you have the right set of tools

Marketing Yourself

Professional Image

Marketing the Property

The key objective of writing an advertisement is to... generate inquiry. A long standing method for writing and design successful advertisement campaigns is...A.I.D.A.

These four time proven components are essential ingredients in any advertising. There are thousands upon thousands of Real Estate advertisements on the internet and in newspapers at all times. Why should prospective buyers contact you in response to your ad? Anyone can write a real estate advertisement, however, writing one that works is a far greater challenge.

David Ogilvy stated "If I was given seven days to write an advertisement, I would spend the first six days concentrating on the Headline."

Many books are written to assist you with your advertising including a Thesaurus, The Guide to Successful Real Estate Advertising, Institutes stock them and so do good bookshops. Create you own, read other agents advertisements from all suburbs and towns and create your own "Good Ad" book. Avoid time worn headlines, i.e. "Suit First Home Buyers" and avoid repeating advertisements that do not generate your expected level of enquiries. A history of effective quality advertising may be a key factor in influencing a vendor/landlord to choose your services. (Part of your U.S.P.)

Arouse interest and spark the imagination of the reader but keep it relevant and in synchronisation with the headline. This could be the copy itself or the use of relevant emotive photography i.e. sunsets, child on horse, local features, family in the pool. As the vendor, they may have the prefect photos in their photo album.

Your objective is to create urgency for the prospective purchaser to contact you immediately. Effective communication is vital.

ADAPTED AND REPRINTED FROM THE REINSW JOURNAL

Advertising man Ross Reeves referred to an advertisement as a unique selling proposition. He suggested that the unique selling proposition should be divided into three parts :

1. Each advertisement must make a proposition to the consumer. Not just words or self-promotion. Each advertisement should state to the reader "Buy this product and you will receive this special benefit.
2. The proposition must be one that the competition either cannot, or does not offer. It must be unique - either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e. pull over new customers to your product.

The premise was simple. Find the unique benefit offered by your product and hammer it home.

Ross Reeve's agency Ted Bates & Co. wrote : "M&M's melt in your mouth, not in your hands." "Colgate cleans your breath as it cleans your teeth."

Gordon Wearing-Smith, winner of The Age Real Estate Advertising Competition was able to recognise the unique selling proposition contained in a Kallista property when he wrote the headline to this advertisement : "It's not every day of the week that you list a property that comes complete with a wombat, a wallaby and a one legged magpie!"

If the property has a wine cellar, a photographic dark-room, or if the house has been designed with wide doors and ramps for easy wheelchair access, you should point these unique selling propositions out in your copy. Every advertisement should consist of three fundamental ingredients.

1. Information about the property and its unique selling proposition.
2. A clear statement of the information because information is the backbone of persuasion.
3. A unique presentation. You need quality headlines, copy and photographs/virtual tours. To have one superlative and the others mediocre is a common mistake.

Now that you have made the decision to own and manage your own business, you need to let people know who you are, where you are and what benefits you can offer them.

Your objective is to develop an image of the only person to contact in your chosen market place and create a level of differentiation between you and your competitors. An impeccable reputation and a strong successful image has to be firstly developed and maintained.

Many people suffer from fear of self promotion. It links closely with a psychological condition referred to as called "Call Reluctance".

Look around at some of your competitors within your own organisation and circle of influence. In every case, are they the most competent? In many cases, they are not the most competent, however there is a perception that they are. They would not be perceived as most competent if they were invisible.

Your objective is to make yourself visible and demonstrate your competence. Create simple strategies to market yourself.

A marketing plan forms an integral part of your overall business plan.

Marketing Plan Order Form

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