| So what is "image advertising?"Have you
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| | the only thing that matters is results
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| ever seen a commercial on TV for a hotel
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| | In direct response advertising, the
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| chain where the commercial is
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| | buzzword "branding" is a not a goal. A
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| nothing but a beach scene filled with
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| | RESPONSE
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| sounds of crashing waves? That's what
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| | is the goal.By being able to track every
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| you
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| | ad you produce, you can make sure that
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| see for the first 20 seconds. Then at
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| | your
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| the end, the name of the hotel chain
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| | advertising is profitable. After all,
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| fades in
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| | it is supposed to make you money.Here's
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| the lower right hand corner of your
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| | how it should work:For every $1 dollar
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| screen before the commercial ends.That's
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| | you send out in ads you should get some
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| image advertising. It's what Madison
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| | multiple of that back
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| avenue agencies are paid big bucks to
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| | as sales.One of the best examples of
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| create.In the real estate marketing
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| | direct response advertising is all of the
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| world, image advertising takes on a
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| | "junk" mail you
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| slightly different
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| | throw out everyday.Have you ever
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| form.Have you ever seen an ad like this?
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| | wondered why companies pay so much money
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| Here's the content:Mr. Joe Realtor, Your
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| | to send you all of this
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| Choice for ALL Your Real Estate
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| | mail? The glossy envelopes... the
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| NeedsSomewhere in the ad is a picture of
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| | "Respond by July 27 to get your free
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| Mr. Joe Realtor and then his company logo
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| | prize."
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| and
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| | envelope teasers...They send it because
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| contact information.That's it. That's
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| | it works. It makes them money.It may not
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| the ad.What's the problem with it?
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| | be too flashy - there probably won't be
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| It's expensive.
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| | any cute taglines on it and some
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| It's boring (one of the worst marketing
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| | real estate professionals might even
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| sins you can make).
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| | call it "unprofessional."But one of the
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| It makes you look just like everyone
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| | main points in being a successful
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| else.
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| | marketer on the internet (and
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| It totally ignores your market (by not
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| | beyond) is realizing that YOUR vote
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| talking about them).
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| | about the ad doesn't count.Results are
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| It doesn't work (by work I mean generate
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| | all that matter. And your prospect is
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| a ton of leads).
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| | the only one that determines those
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| This type of real estate marketing
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| | results.In a nutshell, direct response
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| rarely offers something unique, rarely
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| | advertising is akin to putting the sales
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| mentions a
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| | pitch you would
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| benefit, is virtually untrackable, and
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| | deliver to a prospect face-to-face, on
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| is usually completely centered on the
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| | paper or on your website. It's called
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| greatness
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| | salesmanship in print and if it helps
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| of the advertiser and not on solving the
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| | you sell more real estate or get more
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| problems of the advertiser's prospect.The
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| | listings,
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| good part for you is that the vast
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| | do you really care what others think?You
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| majority of real estate professionals out
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| | can use direct response advertising
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| there
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| | everywhere online: on your website, in
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| are throwing money hand-over-fist at
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| | Google Adwords, in your email campaigns,
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| this type of stuff... and then explaining
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| | your autoresponders... everywhere.So take
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| away
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| | some time to start opening your junk
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| the lack of results by saying that
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| | mail... It's a free education coming
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| advertising doesn't work.It's happening
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| | right to your door and it will help your
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| on the internet and it's happening all
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| | real estate marketing online and
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| over print advertising.What's the
| |
| | offline.Jason Leister, the Real Estate
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| alternative?Fuel your real estate
| |
| | Technology Guru (tm), is owner of
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| marketing with
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| | Computer Super
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| direct response advertising.It works
| |
| | Guy, LLC, a Chicago-based technology
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| offline and it works really well
| |
| | firm that helps real estate professionals
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| online.For advertising to be considered
| |
| |
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| "direct response," a couple things have
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| | profit with technology.Visit the
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| to be true:
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| | Real Estate Technology Guru
|
| there must be an offer
| |
| | to subscribe to our free monthly eZine,
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| there must be a reason to respond
| |
| | ProfIT, and receive a FREE copy of
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| immediately
| |
| | our special report "The Truth About Real
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| the ad must be trackable (by using a
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| | Estate Websites and Search Engine
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| code or special phone number or website
| |
| | Optimization.
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| address)
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|
