Ad didn't make the phone ring

A common complaint from real estate newspaper advertisers:  I didn't get any calls.  Often they are quick to blame the medium.  We have a steady supply of testimonials from others that see productive results from buyers and sellers.
So, we try to turn the conversation to the ad itself.
Pretty ads are nice for branding but they don't make the phone ring. Effective ads need a clear signal of the service offered, why I should do business with you rather than someone else and a strong sense of urgency with call to action.
Ads to generate leads for listings should run in local news or community editions as often as possible. The point is to connect with sellers before they decide to list their home for sale.  Make them call you.  And if you want calls feature your cell phone number and omit your web address.
Ads to generate showings and traffic to open houses need to run in real estate sections.  Include a great photo with the WOW factor, a few basic words to describe the property.  Be sure to include beds, baths, price and city but leave out the address.  Make them call rather than send them to the internet.
Follow these basic steps and you will be happy with the results.

William Lyon makes a bold statement

William Lyon relies on the Orange County Register to promote their model grand opening today in Ladera Ranch.  The bold yet simple headline, large format photography and just the right amount of ad copy make this one a winner.

At a time when many newspapers seem to have abandoned real estate, its refreshing to see 14 pages of new home ads and 52 pages of resale offerings in the Saturday Register.

Free home evaluation?

Would you click on this 300x250 digital display ad to learn the current fair market value of your home? You probably see similar messages in your mailbox urging you to call. If you are like most people you try to stay anonymous as long as possible. If you are selling you probably look for safe sites like Zillow to show your homes current value. But news reports show that Zillow's chief executive said that nationwide Zestimates have a “median error rate” of about 8 percent. Wow, 8% is a lot of money. Realtors would advise you to consult with them for a comparable sales based on location, condition and the abundance or scarcity of homes for sale nearby.

Which would you rather do - click to a website and leave your name, email address and property address - or call?