10 Timeless Tenets Behind Writing Great Ads

Posted June 29th, 2010 by volition
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Ian Grace touches on ten timeless tenets behind writing great ads.
 
1. Who is the person who will see the most value in the property and therefore pay the highest price (that’s target marketing)? Show them and tell them what they will be able to do as a direct result of their purchase.
 
2. Headlines – Remember the WHO when you write your headline, then qualify it quickly, so the reader knows you’re both on the same wavelength. Then, ideally reinforce or remind about the headline at the end of the ad. The headline must include one or more benefit or implied benefit; something that is new, news or topical; and/or a curiosity element without gimmicks for gimmicks sake.
 
3. Photos – Make sure your main photo matches and works together with your headline (not the other way around) and that the other photos also match the body text.
 
4. People – Put people and/or pets in your photos. It’s a great way to show people what they will be able to do when they live there.
 
5. Names – Use names in your ads to personalize them – yours (in full) and even the sellers’ first or last names – with their permission, of course.
 
6. Different ads – The use of different ads for different markets enables you to talk to each prospect group about what is relevant to them only – such as one ad aimed at first-home buyers and one ad aimed specifically at investors.
 
7. Media watch – Make sure your Internet ads match with other media and vice versa, with particular reference to the main photo and headline.
 
8. Keep the same ad running – Once you’ve written a great ad, run it at least four times if not more. Research shows people need to see the same ad or message three times or more, on average, before they will respond.
 
9. Price, location, number of bedrooms – If all the research shows conclusively that these are the top three pieces of information potential buyers require, then common sense says give it to them!
 
10. Obtain seller advertising dollars – Research proves that the higher the seller-paid advertising percentage, the better the campaign, with more sales at higher prices. As proven across the Australia and New Zealand markets, sellers will pay for advertising if they believe that as a result they will achieve a better end result. You’re also guaranteed to achieve a much higher listing-to-selling success rate and retain full commission.
 
11. Bonus tip: Test your ads – First, sellers must see the ads before they run, but most importantly, ensure at least one of your colleagues checks your ads to confirm every word and phrase will make sense to the market it is written for. Secondly, when buyers who have responded to the ads view the property, ask them if the property has matched their expectations from your ads – the feedback will be terrific and will keep your advertising on track.
 

Known internationally as “Mr. Real Estate Advertising”, Australian born Ian Grace is acknowledged as one of the world’s leading authorities on real estate advertising. Since 1994, he has delivered his programs throughout Australia, New Zealand, U.S.A, Canada and the U.K. His articles about real estate advertising have been published around the world. www.iangrace.com

Champion Counteroffer Presentations

Posted April 5th, 2010 by volition
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It's not just what you say, but the way that you say it that can make or break a deal. Follow these guidelines to walk the fine line like a Flying Graison.  
Appeal to fairness. “We’re willing to lower our price by $5,000, but it’s only fair that you not require us to repaint the house."

 
Focus on the points of acceptance. “The buyers felt that everything in your offer was acceptable, but one minor point..."

Explain why delays may be undesirable for the buyer. “You know, if interest rates are rising or home prices are going up and you have to start your home search over again and your costs may be even higher.”

Remind buyers what they like about the house. “When we were deciding on the original offer, you said that this house had the perfect backyard for your children.”

 
Present the offer in person. Just as you would with an initial offer, don’t discuss a counteroffer over the telephone.

 
Get the buyers prepared. When you write up the original offer with buyers, remind them that their first offer may not be accepted. That will wiframe of mind for making a counteroffer that sellers will like.







3 Reasons Buyers May Want a Counteroffer



1. To spark negotiations. A buyer might make an opening offer just to get the negotiations going.



2. To reach compromise. If the seller has an unrealistically high asking price, the buyer might make a low offer to try and strike a compromise.



3. To find affordability. A buyer who can't afford what the seller is asking might offer something close to his or her maximum, hoping the seller will make a viable counteroffer.



Source: "Tips and Traps When Negotiating Real Estate," by Robert Irwin (McGraw-Hill).

Flat Fees and a Myriad of Commission Structures Make the Realtor Trans-Canada Jungle more Exotic than Ever

Posted April 5th, 2010 by volition
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For buyers and sellers, if their were ever a time to go on a spot-the-right-agent safari hunt, that time is now.
 
Where before all agents had stripes, now some have polka dots, paisley patterns and pollack-esque markings.
 
  • One Percent Realty of BC charges a commission of just that, but with a $6000 minimum. They had 2000 sales last year, and 140 sales people.
  • Ottawa Realtor Don Hewie charges three different commission levels, providing varying levels of service at each.
  • Halifax-based ViewPoint Realty charges 3 percent for its full service, but with one catch; none of its realtors earn commission, they are all compensated via salary.
  • Every realtor now seems to have a special hook or money saving deal; "I'll pay your legal fees" ; "I'll buy you a flat screen" ; "I'll provide free babysitting (jk)".
Within the reasoning for these untraditional brokers very existence, are arguments of customer empowerment, the unessential sales role of the sales person, and a need for a more simpler realty sales model.
 
We like the idea of innovation in the real estate sales industry.  What do you think?
 
Read the full article here: http://www.remonline.com/home/?p=5181
 
 

Create Cables instead of Cob Webs

Posted March 29th, 2010 by volition
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You've read the self-help goal books. You set sales goals. 

You do this because goals are important.  Don't listen to John Polito, over at REMonline (you can have goals without becoming a rigid and unspontaneous bore).

But if you feel goal setting hasn't made the impact on your life than you expected-- their is a reason. You are simply doing it all wrong.

Their is an enormous disconnect between what realtors know they should do to generate clients and sales (goals), and what they actually do do.  

Why?  

Because they have weak, cob-web connections between actions and the expected results (goals)-- not cables.  If their focus or memory temporarily short circuits, they become unclear of the reasoning for the goals they've set to generate business and why they are important, even if they just set the goal a few days or weeks prior.

For example: Every realtor, at one time or another, has heard that you can build a business around cold-calling. But many realtors don't cold-call. Why? Because in their minds and emotions, they down play the upside, and over exaggerate the hardship.  

A simple tactic can get you seeing things clearly and making solid connections between actions and results-- which will get you following through on your game plans more often.

  • Step 1- Get out a piece of paper, place it in front of you width ways, and draw 2 lines vertically down the paper to make three columns.
  • Step 2- In the far left row, mark down your business building goal. An example might be "Get more clients who list and buy with me".

  • Step 3- In the middle column, write down what needs to happen immediately before your goal to the right can occur. For example, what needs to take place before a client decides to list or buy with you? Well, that's easy. People need to be aware that you are a realtor that has the ability to do a great job for them, and they need to like you (more specifically, like your reputation/brand/image).  Your name needs to come to mind when they think to sell or buy (awareness). They need to know how to contact you. In summary, reputation, awareness and contact.

  • Step 4- In the far right column, what needs to take place before what you've recorded in the middle row, can occur?  To continue with our example, you need to transmit a message to specific people that fosters the right level of awareness and reputation.   They also need to know how to contact you.  This isn't the right place to get detailed on what that message should be, or what that reputation/brand/image is that you want to build.  You are just identifying the objective. 

  • Step 5- Get another piece of paper, put it to the right of the first paper, and create three more columns.  What steps can you/should you take to send the message?  You can list tactics like cold-calling, mailings, door knocking, social networking, community outreach programs, community and organizational based volunteering (executive/participant levels). You now have clarity, as to how simple your message and goal in these forums and channels is. You just want people to know who you are (awareness), that you are a proficient and likable person that is also a realtor (brand/image) and that you are reachable in a number of ways.   How hard is it to cold-call once you realize that all you need to say is something nice and simple like "Hi, I'm Tom Smith, I drove by your house and I thought it was beautiful.  If you ever have any thoughts about selling, I'd be happy to offer some free advice.  I could certainly move a house like that. If you're planning to stay, I can see why :)".  If you do this in volume, and call each house hold with a nice pleasant update or voicemail every 3 months, you are taking some smart steps.

  • Step 6- Now you can move to the next column and list the specific actions that you need to take.  These could be specific tasks or more short-term goals.  The idea, is you are connecting what might have once been ambiguous goals, with clear objectives and actions. 
 
 
You can connect as many columns and papers together as it takes to get to the root actions that your goal requires.  You want to get as detailed as specific actionable steps like "get brochure publishing software", "get quotes from web page developers", and "researchorganizations to get involved in".
 
We hope you enjoyed this post and take the time to put this technique into action.  Often, it is the simple things like this that sway the tipping point to your favour.