What is your purpose in advertising? If you say, "To get more business," advertising won't help you very much - your goal is too general. Without a target in mind, you'll find that you spend a lot of money with very mixed results.

Advertising is like target shooting. To hit the bull's eye, you have to take aim, steady your hand and fire. Start with a broad range (the white ring) and then try to shoot inside it. You will easily hit the yellow, red and occasionally the black eye of the target. As you stay within the target, gradually reduce the size of your range until you are only hitting the blue, then the yellow, then the red. As you become more and more proficient, you will find you are often hitting the bull's eye. With enough practice you will hit the bull's eye whenever you wish.

To help you take aim, here are the four most important principles of advertising:

1. Targeted thinking will get you targeted results. Think about your business. Where do you want to be in five years? With whom do you wish to do business? What kind of a business do you want to run?

Target your advertising to those most likely to help you complete those goals. Why advertise to the universe when only a segment of the population is going to use your services? You can focus your business where you want it to go. It's as easy as closing one eye when you are taking aim at a target. Block out the vast business that is out there and focus on the business you want and know you can get. If you are a listing expert in one area of the city, say so in your ads. You won't get as many calls from buyers or sellers in outlying areas perhaps, but the calls you get will be for your area and in your area of expertise. Reinforce your niche with cards, flyers, your Web site and other media.

2. One ad does not serve every purpose. Just as one size seldom fits all, one ad won't bring you the kind of business you want because one type of ad seldom works in all mediums. For example, many agents' advertising concepts begin and end with their image on their business cards. They repeat the same theme and business card format for every ad, from display ads to billboards. Never is a thought given to the appropriateness or effectiveness of the particular medium. A business card is a business card, meant to relay a slogan or niche, company affiliation, and contact information. You can do that on a billboard, too. Forget listing every phone number, please! How about putting your Web address instead? As commuters speed by, they don't have the time to write down phone numbers - make it easy on them. Anyone can remember www.yourname.com.

The same mistake is often made on the design of Web pages, one of the most important forms of advertising there is for agents. A Web site can have as many pages as you want. Many agents choose an inexpensive template design just to have a presence on the Web. If you post only what is on your business card, you are cheating the viewer. There are plenty of other agent Web sites that offer much more to see - in-depth information about the company, the agent, listings, school information, community information, and more. Even the free Web sites offer some upgrade features. Be sure to spring for the extra costs to add listings and other amenities as well as the ability to update the site.

On the surface, having your picture, slogan and contact numbers seems a good idea for almost any all purpose ad. After all, you are busy; how much time is there to devote to advertising issues? Make time. Advertising is possibly your largest out of pocket expense. Done well, it can pay for itself. But done poorly, advertising cuts into your profits. What is the point of spending money on ads where you don't stand out?

3. Ads don't work alone. Your ads need to support your other marketing efforts. It makes sense to put your Web address on your business card as much as your cell phone number.

The Internet proves that ads can be an interactive asset. Let's say you have a yard sign with your Web site on it. You can use the yard sign, a popular form of advertising, to steer prospects to your Web site where they can get more details about you, the home, your company, other listings, schools and whatever else you want to promote.

You can cut your words to a minimum in a classified ad simply by saying, "See www.yourname.com for more."

4.The best ads are often free.

Many newspapers publish news bits in a special feature in their real estate sections. These are "tip" items that are published free of charge. Make sure you have some news periodically, and send it in press release form to the editor. Be aware of deadlines, so your story will make it in time.

If you are published, make sure you have copies to use in presentations, open houses, and as hand-outs. Clip your card to every copy.

The best way to accomplish free "top of mind" positioning with your prospects is through continuing contact and through word of mouth.

Referrals are still the number one means of acquiring new clients for most Realtors. Yet, many Realtors fail to market to this important group of contacts. One of the best ways to stay in contact customers and clients is free - using the Internet and email.

If you can master email and learn to send attachments, you can market new listings, your company news, or forward a newsletter. You can do this without printing costs and without a time consuming search for appropriate contact. See the consumer newsletter provided by Realty Times as an example. You can send this newsletter free of charge with your name and contact information at the top. Start collecting the emails of people you know and add them to your database. Most Internet sites are seeking traffic, so when you run across a site or story on the Internet that might interest your prospects, simply send them a brief note and the link to the story or site of interest.

When you send out mailers via snail mail, be sure to add your Web site and email addresses. You can soon convert a large part of your farm to the Web, lowering your mailer and advertising costs.

Your job is to establish points of difference between you and the other Realtors so that your ads will stand out and attract new clients. And don't underestimate the good will of the public. Be on time. Keep your word. Keep your buyers and sellers informed. Face potential problems head on. Say no to bad business practices. Get that word of mouth momentum working for you. That is the best insurance that your advertising will pay off.

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Published: July 2, 1999

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