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