I came across a great real estate blog tonight. It offered some tips for surviving a tough Real Estate market as a real estate professional. One of the tips mentioned is to spend more time on lead generation – 35% minimum was the suggestion. This is a great piece of advice, but I’d bet that FAR more could be accomplished if agents simply put in place a system to measure and track the performance of their ads – particularly their print ads.
Every time I visit the grocery store, I pick up all of the free real estate rags. They are filled with full color ads – quarter pages, half pages, full page spreads, but no matter what size the ad I can always bet that the realtor/loan officer is using their main website and phone number. How do they track the performance of these ads?? Answer: they don’t.
So, I figured that maybe the ads are so cheap that they aren’t worth tracking – afterall, the magazines are free. So I call a few of the publications and I’m floored – $350 for a quarter page, $500 for a half page, $800 or so for a full page. Now, that may not be a lot but when you run in a few of these publications every month over the course of a year it ads up quickly.
Why not spend $100 extra for just a few months and determine whether these ads actually generate calls and traffic? Let me guess…you’re branding? You get branding from ads that also generate calls and e-mail inquiries so why not focus on those as the measure of your success? In a tough market, branding is what you get when an ad or marketing program fails!
Don’t believe me? If you advertise in one of these publications, let us track it for a month – FREE. All we ask is that you serve as a referral at the end of the month and consider hiring us to track the rest of your marketing programs.
About The Author: Blue Corona's Editorial Staff is determined to help you increase your leads and sales, optimize your marketing costs, and differentiate your brand by passing on our tribal knowledge. The team vigilantly stays on top of the latest in digital marketing, bringing you the top insights with expert commentary. Want to see something on our blog you haven't seen yet? Shoot us an email and our marketing team will get to work.
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