The Best Real Estate Advertising
Does More Than Offer Basic Details
The best real estate advertising engages the readers and helps them learn about real estate topics.Get More From Your Real Estate Advertising
Whichever format your choose...online, print or some combination of both...it usually takes a great deal of time, effort and money to prepare and distribute advertising messages.This is true whether your advertising message is good or bad...effective or ineffective.
Since it costs the same to send ineffective advertising messages as it does to send really good messages...it makes sense to ensure that your real estate advertising is as effective as possible.
The best way to increase the effectiveness of your advertising, is to include more than just the basic details of who you are and what you offer clients.
The website of Homes & Land illustrates how this approach works in practice.
It would be reasonable to expect this website to primarily promote the basic details of the local edition of Homes & Land, a print publication that promotes real estate listings.
However, at first glance, the site promises much more.
The headline...'Homes & Land...Changing the Way You View Real Estate' ...promises something new and valuable.
The sub-headline...'For Serious, Dedicated, Full-time Real Estate Professionals' ...details and qualifies who the site is intended for.
The first paragraph
of content on the
home page promises that visitors can “learn the best approach to
reaching the right audience, creating a professional image, and
standing out from others...”
The home page promises...and the rest of the site delivers...so much more than the basic facts about advertising in Homes & Lands.
Certainly the site delivers the information that potential advertisers need to know. But is is also rich with useful marketing and educational information.
It is this added information that distinguishes the site from competitors..and equally important...satisfies visitors.
Good Real Estate Advertising
Although its service
is different than
those offered by agents, this site offers some good examples of real
estate advertising.In addition to offering more than basic details, this site offers the following examples of good real estate advertising.
Engaging Headline
The headline encourages visitors to read further, drawn by the prospect of something of value.
Specific Targets
The sub-headline does more than target the niche market.
It makes non-targeted visitors curious to see if there is something new and exclusive on the site...something that will also benefit them.
Information-Rich Content
Moving beyond the home page, the rest of the site over-delivers on its promised content.
See for example the sections entitled 'Frankly Speaking' and 'In the Know'.
Each offers high quality marketing information not normally expected on websites of this kind.
Top
Real Estate Advertising Lessons
1. Offer More Than Basic Details
- help visitors learn more about buying, selling and maintaining their homes
2. Use Engaging Headlines
- develop headlines that engage visitors and encourage then to read more
3. Target Your Audience
- by describing your target clients, you can also encourage others interested visitors to read more looking for helpful information
4. Over-deliver Value In Your Content
- by delivering more value than visitors expect, you can super-satisfy them, which strongly encourages them to contact you to learn more about how you can help them
To Learn More
About preparing real estate advertising content see:
- Content Is King...it's what satisfies visitors to your website
- Good Content...attracts more visitors to your site
- Centers and Squares...a pleasing look & feel with great content
- Use Your Website Content to presell Yourself
- Website Information... If you offer lots of useful website information, not much else really matters.
- Words Sell... without a doubt words sell...and great words really sell a lot.
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