Lessons from Superbowl Marketing

What modes of advertising have you used in your business?  Are there any that you thought were bad choices because you didn’t receive any leads from them?

Was it the mode of advertising, or was it the AD itself?

Anita Clark, in Warner Robins Georgia, had a featured post today about a mode of advertising that she feels she was sucked in to getting.  You can see her blog post here.

In her post she talks about buying in to advertising on the slip covers that go over the room key-cards for a hotel, and how this didn’t generate any leads for her, so her assumption is that she was suckered into a mode of advertising that just doesn’t work.

Looking for alternate ways to advertise (gorilla marketing), is actually the best way that you can stand out above the competition, and be seen first.  But too many real estate professionals don’t put any thought into the type of ad they place on these items.  They think that putting their face and contact information, and some sloppy slogan like “Your Hometown Realtor”, or “I’m the Best”, is going to get people to jump up and take action.

Every day people are bombarded withadvertising.  With social media, and the internet, the quest for marketers to get our attention is overwhelming.  Everywhere we look we are being “sold to”.

Nobody likes to be sold to.

So how do you stand out, without being “salesy”?  How does your message get attention, and generate leads?

Here are question to take into consideration when creating your next marketing piece:

1.   Is this advertising to a targeted audience (preferably the target audience you want to attract)? If the answer is “no”, then don’t run the ad.

a.“Blanket” advertising is a waste of money.

b.You have to be targeting the prospects that you want as clients.

2. What are the concerns of your target market?

3. What main concern can you draw attention to?

4. What can you offer to your prospects that will address their main concern, and get their attention?

a. Do you have something you can give them in return for their email address (ie. a special report).

5.Have you addressed the main concern in your ad, and have you provided a “call-to-action” (reason for them to go to your website, to give their email address, to get something of value)?

You see, advertising is only as good at the ad that is on it.  Doing the same old thing that everyone else in your market is doing is NOT going to get you the results you need.

You need to find alternative advertising (special promotional items, direct mailing, farming) that will get the attention of your audience, and set you apart from your competition.  But once you have that mode, you need to create advertising that speaks to and ATTRACTS the type of prospects that you want to work with, and give them a compelling reason to contact you.

And once you create the ad, TEST IT.  See what works and what doesn’t.  Professional marketers don’t give up on their first try with an ad.  They test it, tweak it, and test it again.

What would your business be like if you were able to attract and only work with “ideal clients”?  You know, those clients that you really gel with.  The ones you enjoy helping, and they enjoy you!  The type of clients that you look forward to speaking to when they call, and you almost hate to see the deal completed, because they were so much fun to work with!

Sound like a pipe dream?

What if I told you that you CAN attract your ideal clients to your business?

Think about the marketing that you do.  Are you focusing on one particular type of client, or are you spreading your marketing out to the masses – doing everything that every other agent is doing – hoping to catch anyone that comes along?

In my last post, “Jack of All Trades”, I talked about trying to be everything to everyone.  Well, your marketing is probably doing the same thing.

Most real estate advertising is not set up to attract specific prospects.  It’s the same old, tired listing information.  Travel across this Country, and pick up a real estate magazine in ANY town, and you will see a lot of the same thing.  Page after page of listing ads, with photos of agents, and lists of their “hype” (like We’re the Best, or Our Service is #1, etc).

Isn’t it any wonder that the average consumer thinks we’re all just the same?

Now, what if you could create targeted marketing pieces that resonate with the specific type of client that you are wanting to attract?  What if your marketing could speak to that particular client – could address their concerns, fears, aspirations?  How do you think that could change the response you get on your ads?  Do you think that would make a difference?

I challenge you to really think out a new process the next time you are preparing your marketing.

• Is it going to be the same that everyone else is doing?
• Is your piece going to stand out, or are you going to blend in with the crowd?
• Are you focusing your wording to attract prospects to you, and your services, in a way that puts attention on THEIR concerns (and doesn’t focus on you)?

I believe that if you take this approach, even on just one piece in your marketing, you will see an amazing difference in the response you receive!