Want to know more?   Contact us today.

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

Hiring Do's and Don'ts (Part 1)

This is a two-part article on the do's and don'ts of hiring. In this issue, we will discuss Hiring Do...

The Pretence of Social Media

Social media marketing is, or should be, a company function, and not a task undertaken by individual salespeople. Real estate agency profit consulta...

How To Make More Sales

Let's give some thought to how we can make more sales despite the gloom and doom about the current state of the real estate market in many regions. ...

The Game of Life

In this short sales session, real estate agency profit consultant, Gary Pittard, discusses the importance of clear and precise communication. He als...

Reviews: Your Name in Lights

Here in the digital world of the 21st century, let's give some thought to happy client reviews and, in particular, how we use them. Some salesp...

Know Your People, Encourage Your People

In his final ill-fated expedition in Africa, explorer Henry Stanley paid the ultimate price for straying from his usual practice - he didn't choose ...

Two Types of Salesperson

A change in the market has exposed many of those who looked like winners during the boom. Back then, it was easy to look like a hero - if you co...

A Deeper Understanding

In this short sales session, real estate agency profit consultant, Gary Pittard, discusses one major difference between the order taker and the prof...

Create A Success Environment

Real estate agency profit consultant, Gary Pittard, says, "Real estate agency owners have the options to build their companies into success environm...

Are You Sure It's the Market?

A lot of leaders and salespeople are complaining about the 'tough market'. But is the market really the whole problem? The advice I've been giving ...

Love Of Quality Work

Are you the type of person who does just enough to get by at work, or does quality work mean something to you? Real estate agency profit consultant,...

A Sure Way to Higher Profits: why coaching salespeople pays dividends

Many offices struggle and so do their salespeople. In the nineties, salespeople wrote on average $135,000 in fees. Since 2010 we have seen litt...

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