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 is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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