There are some truly lousy real estate ads out there. Don’t even get me started on the NAR’s “It’s always a great time to buy a home”. That’s just stupid.
One of the problems I see with real estate advertising, in almost any form, is it’s just marketing drivel for the agent. Loaded up with “I’s” and “Me’s”, when it should be about what we can do for our clients — the “value proposition” we bring to the table.
Here’s a Century 21 ad that attempts to show what an agent can do. What it winds up doing is insulting people who chose to use the Internet for part of their home search.
Take a peek, it’s only 30 seconds…
Here is a response to the above ad from the computers of world:
(WARNING: Contains one PG13 word)
So think about your next pile of marketing material — be that traditional print, television, or Internet based. The days of marketing yourself are numbered. The real estate consumers of today want to know what you can do for them. And for Pete’s sake, insulting one of their primary means of gathering information is really a not-so-swift plan…