Does Typical Advertising Work?

Buiild a reputation
So often you see agencies with very few listings advertising heavily for buyers. While I have nothing against advertising, I do believe that you should advertise for what you want – if you want buyers, advertise for buyers; if you want listings, advertise for sellers.

Advertising is of little use, however, when it comes to building a brand. If you want your agency to be seen as the agency in its service area, advertising is not the most cost-effective way to achieve this.

In their book, The Fall of Advertising and the Rise of PR, Al and Laura Ries argue that advertising tends to be doubted by consumers because they perceive it as being biased.

When you advertise that you are the best, consumers doubt that message because they know that you paid for the advertising. Therefore your message should not be believed. This means that if you want to create a brand using advertising, be prepared to throw millions of dollars at it.

Al and Laura Ries say that if you want to increase brand awareness that you should use Public Relations. I agree.

In our Real Estate Agency Management Program we argue that leaders should focus on building a REPUTATION, not a PROFILE. I believe that if you take care of creating a reputation as a competent and caring agency that gets results and delights its clients, your profile will take care of itself. The added bonus is that you will have the best kind of public relations working for you – word of mouth.

Advertising does have a place – that place is to protect your brand from attack from the number two competitor, but this can only occur after you have built the brand.

Do you want to know how to market your agency cost effectively? Then consider joining us at our next presentation of the Real Estate Agency Management Program.

Not only can I promise you plenty of great ideas to market your agency, in these five days you will be shown how to find and keep a winning team, how to position your agency in consumers’ minds, and how to achieve long term predictability of the agency’s results. That’s just to name a few.

Recent Articles

Out of Control: What to do when salespeople wont do the actions

Leaders often complain that their salespeople won't do the right actions. It's one of the biggest complaints that leaders make. They fear putting pres...

Habits Reign Supreme

Whether a real estate agency leader, or a salesperson, good habits propel you toward success, while bad habits hold you back. Real estate agency ...

When the Market Turns

During the boom, I heard many salespeople talk up their results. Many of them are quiet now that the market has turned. Now I see many leaders and sal...

The Right People Make Life Better

One of the biggest waste of a salesperson's time is to spend it with the wrong people. This applies in business and in our personal lives. In thi...

Data Theft: Disease or Symptom?

You may have read about the h...

Keep Marketing

It's an easy option to blame the market when business is slow, but real estate agency profit consultant, Gary Pittard, asks, "How much marketing a...

What Is Your Value Chain?

Want to reach your profit potential? Contact us now.

Pittard


Suite 71, Level 4
330 Wattle Street

Ultimo NSW 2007
Australia


Mailing Address
PO Box 2045
Strawberry Hills NSW 2012


: (02) 8217 8500
Fax: (02) 9281 4198
AUS Free call: 1800 663 600
NZ Free call: 0800 448 065
International: +61 2 8217 8500

: info@pittard.com.au

Contact Us