Types of Advertisements

Brochures

-typically created for each individual listing and provide interested parties with a takeaway, summarizing important property features

-provide more space than many other forms of advertisement, allowing the advertiser to provide a more descriptive copy.

-rich, high quality photographs are essential

-while printed copies of brochures are practical for face-to-face interactions or for mailing, digital copies can be useful for email inquiries pertaining to the property.

Direct Mail and Postcard Mailers

-Postcards are smaller versions of brochures and can be used in targeted mailing campaigns.

-Digital versions can also be used in targeted email campaigns.

-to spark an interest that will encourage the recipient to follow up and learn more

-Direct mailers can include other forms of advertisement, such as an introductory memo or a newsletter discussing the local real estate market

-Properly targeted mail-outs can help communicate the message to the right audience, but improperly targeted campaigns can be costly, wasteful, and ineffective.

Classified Advertisements

-small printed advertisements that are grouped together by theme in a newspaper or magazine.

-Space is very limited and copy should say as much about the property in as few words as possible

-certain elements (e.g., bolded font or solid borders) can be used to make the advertisement stand out.

-a preference for advertisements that provide basic information, such as price and address, which will help buyers in their search process.

Newspaper and Magazine Advertisements

-appear alongside the publication’s regular content

-Size can vary significantly and will determine the amount of information that can be included in the advertisement.

-a licensee should pick a publication that corresponds to the targeted audience

-Prices vary significantly depending on the publication

Online Advertisements

-encompasses advertisements placed on websites, advertisements on Facebook and other social media platforms, posts to online classified websites (e.g., Craigslist), and even using sponsored (paid) social media users to promote services or listings.

-Many of the guidelines for print advertising can be applied to online advertising

Google Ads

-Google’s online advertising program.

-sets the advertisements that appear at the top and side of a page when certain search keywords are entered,

-fully customizable, allowing advertisers to set their own budget, determine their own keywords, and track multiple advertisements to determine which generates the most clicks

Property Signs

-A “for sale” sign placed in front of an active listing is a form of display advertising intended to generate awareness that the property is available for sale or has been sold.

- can increase a brokerage or licensee’s exposure

- remember that they, too, represent the personal brand.

-Ensure that signs are in good condition with clear lettering.

-Messages should be kept simple, while names, logos, and contact information should be clearly visible with large, easy to read font.

Radio and Television Advertisements

- can be prohibitively expensive in some markets and attainable in others.

-typically used to promote a personal business rather than a particular listing.

- Short audio or visual snippets can help keep the sales representative’s name at the top of the listener or viewer’s mind.

Billboards, Bus Ads, and Bench Ads

-often used by real estate licensees to promote their personal businesses

-to remind a local audience of a licensee’s presence in the local market

-Other examples of this type of advertisement include personalized wraps around a vehicle and ads at local stadiums and arenas.