Best case for an Open House

"I ran an ad and didn't get any calls" or "I hosted an open house and no one stopped by."

Why is it that some ads work better than others.  Why does the typical newspaper real estate ad fail to make the phone ring but others like this one by Sotheby's in Denver literally shake the earth with results?

Its simple.  This one stands out from the crowd.

While most listing ads showcase a "drive by" photo... this one sports multiple photos, all carefully lit and framed to show off this Tuscan Estate's strongest features.

Granted this is the ultimate trophy house and has more than ample advantages.   But even modestly priced homes have a unique selling proposition, a room or feature that makes it attractive to the right buyer.  Start with a photo that sells the home's best feature, add a strong benefit headline, and back it up with well written copy that makes the potential buyer dropped what they are doing and call for a private showing-- before this gem of a home has multiple offers.

Bay Creek ad sells lifestyle

Pretty amazing offer-- 3 day/ 2 night getaway with two rounds of golf and $100 restaurant gift certificate-- for visiting Bay Creek near Cape Charles, Va. It's all part of the development company's Discovery Tour.

I like this ad for its simple layout, clean design and well written copy. 
This one scores a 10 in all three categories-- signal, benefit, proof.  It all adds up to making you want to call.

Trunk Show needs kick

Simple layout and lots of white space in this display ad for Main & Taylor in the Raleigh Observer means a lot of women will stop and look.  The tall leather boots frame the left side of the ad, clearly delivering a strong signal.

Previous customer will probably understand the benefit-- lots of new styles of shoes and bags, maybe at bargain prices.

Unfortunately, non-customers will skip past this one because it lacks a clear benefit and proof.

So many places to buy shoes, so little time, makes it critical that print and online ads convince customers to shop this store rather than another.

Humor Sells Real Estate



Tough economy?  Wrong time to sell your home?

Maybe not, if you list with Jeff Hughes at Keller Williams Real Estate.

Instantly your eyes are drawn to the gloved hand with two fingers ready for a rectal exam.   Most readers may laugh at the headline and move on, but home sellers with an expired listing may decide to call Jeff for advice.

Ads that make me laugh tend to be remembered.

Sexy Bisha

So.. you find yourself thumbing through the pages of the Toronto Globe & Mail until your eyes happen upon this striking display ad for Bisha Hotel & Residences.

You are going to stop and look. If you are interested in a luxury condo where Attitude is Living Your Life, Where You Want It, As You Like It... then you will stop what you are doing to check out the website.

The black & white image featuring her daring look and the blindfold that leaves you wondering "what's this about?" cause this one to get more than average attention.

An upscale look for Bisha's luxury, cosmopolitan lifestyle.

Results may suffer, though, for unless you stop for a tour at http://www.bisha.com/ you may miss its many benefits.

What's My Car Worth?

Shopping for a new car, wondering what you can get for your trade? The answer is a click away when you happen upon this 300x250 box ad on the home page of the Naples Daily News.

No style points for the look and feel of this online display ad. Graphically, you might not know the ad is brought to you by a used car dealer. But the simple question and strong call to action will deliver a higher than average click through rate from people ready to shop for a new car.

That's because we all want to know "what's my car worth?"

Alaska to Hawaii?

Picture yourself getting away from it all and flying to Hawaii. That's what Alaska Airlines wants to make you think when you see this display ad in the Contra Costa Times.

As easy as 1-2-3 to take advantage of their great promotional rate of $159 each way from Oakland.

Expect good response to this ad for its simple design, creative approach, well written copy and branding.

Aristocrat

Strong signal, benefit, proof in this beauty that I spotted today in the Kansas City Star.

The image of the 2010 C300 coming at you certainly stops you right in your tracks. The headline begs you to read more. And the ad copy with sign and drive lease payments of $459 per month call you to visit Aristocrat Motors to take a test drive.

Who says that print ads are dead?

Take me away to the Land of Lagniappe

Wow, did you spot this beauty last weekend in the Houston Chronicle? They say any ad has 2 seconds to get your attention. Well this one had me at hello. The photo introduces us to the Lauberge du lac Casino Resort in Lake Charles, LA. The designers kept my interest with the headline: Rooms from $149. Extra helping of luxury included. But the clincher came in the body copy that promises golf, shopping and an escape to another world. Not being from Louisiana I had to check the definition for Lagniappe-- a little something extra you get when you make a purchase from a merchant in that part of the country. It all makes you want to call or visit their website to book a reservation.

Swanson ad stacks up nicely

Did you spot this one from Swanson during the holidays? This full color, full page ran in major metros across the country, touting Swanson's as an essential ingredient for the holiday meal.

I like this ad for the creative design, the unusual image of platter of turkey, topped with all the fixins, creating a most unexpected shape. It puts all eyes on the sturdy can of broth at the base.

Hold the MSG, this is 100% natural broth!

Big Screen TV promotion is a big winner

Nearly everyone will watch the Super Bowl on a Big Screen TV.

Rooms To Go does a super job of bundling Samsung's Ultra Slim HDTV with purchase of living room sets in a variety of price ranges.

Expect a surge in business for this retailer with the big game just a few weeks away.

By the way-- this display ad jumps off the page with its strong signal, benefit and proof. I like the bright colors and the careful use of white space.,

A little Vuitton

A simple silhouette sells thousands of purses, time pieces and other fashion items that are synonymous with the name Louis Vuitton. My young adult daughter carries a LV handbag. She likes the way it makes her feel.

This ad that ran in the Dallas Morning News boosts the branding that makes LV one of the most recognizable in the world. Sold exclusively in Louis Vuitton stores. They want you to call or visit their website.

I'll bet that lots of people did.