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Break Through With Direct Response

By Brandi Cummings  -  September 1, 2007

Whenever I see an advertisement for a real estate agent and the biggest part of the ad or sign is taken up by a photo of the agent, I wonder how an agent’s looks are going to help them sell a home.  I wonder why I would care what they look like.  This might sound harsh to some agents that use these kinds of ads but as an average consumer, I am sure I am not alone in this feeling.  Image advertising has been a part of real estate agent marketing for a long time and since most real estate agents don’t have a degree in marketing, they just continue to do things as they have always been done.

The thing about image advertising is that it does not give the consumer a reason to call.  Consumers today are so inundated with advertising that they block most of it out.  Unless they see a direct benefit to them, it simply does not get through.  To break through that block wall around your prospects, try direct response advertising.

  • Direct response advertising compels the consumer to dial your toll free call capture number.  By offering people something of value that will benefit them, they are more likely to pick up the phone and call you.  Some examples might be a FREE report, a discount off of your services or a FREE home evaluation.
  • Direct response advertising sets you apart from the other agents out there that are still trying to make image advertising work.  This is especially true where you have a lot of different agents advertising in the same place such as the phone book.
  • Direct response advertising is trackable.  When done correctly, direct response advertising will have a call to action such as that when people respond to your ads, you are able to track which ads are pulling their own weight and which are just pulling you down.

A real estate license does not come standard with a marketing degree.  Many agents are unsure about how to market themselves and their services.  This leads to a lot of the same old image advertising.   That’s why every RealtyOne800® Adtrakker call capture system includes a complete marketing library with proven techniques and direct response ads that will generate leads and increase your business.  Let us handle the marketing so you can concentrate on what you do best: real estate.

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