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?

Who says print is dead?

Powerful full page ads like this one from the Irvine Company Apartment Communities drive traffic to their leasing offices during the week as well as on weekends.  That's because the ad design makes potential luxury renters stop, look, read and act.  I like the large photos and lifestyle message that invites the discriminating to take a tour and admire the amenities.  At a recent open house we had a chance to see Los Olivos in person and found the experience to even better than advertised. Its like living at 5 star resort.  Also important-- these full page ads are publishing 4 days per week in the Orange County Register, delivering reach and frequency that has always been important for optimum success.  The client reports excellent response. This campaign is an encore to last year's marketing for Cypress Village, a 1600+ community that leased-out before the end of the year.



Disney tryouts, anyone?

Ever wondered how you end up working for Disney at their theme parks in Orlando or Anaheim?

Spotted this animated 300x250 banner for casting call on the lifestyle pages of ajc.com, a site with one of the largest audiences in Atlanta. 

The Disney logo and those happy faces stop your eyes for a moment.  The Message is clear.  I'm betting the click here for more info is generating plenty of leads.

Irvine Co. ad sells lifestyle

Compliments to the designers of this full page ad for the Villages of Irvine in The Orange County Register.  The stunning photography and clean layout make it stand out from the crowd whether you turn the pages and find it in main news or in the Saturday New Home section.

Potential new home buyers are wowed by the emotional triggers from the lifestyle messages that sell living in Irvine communities.

Extra points for the strong benefit statements and details on the 5 communities.  I'm a big fan of maps and QR codes too.

Good Results for View Home

I like this Real Estate ad from Tacoma, Wa. (The News Tribune) for its simple layout, clear signal, benefit and proof.  Ron Lunceford reports good traffic to the open house and dozens of phone calls for the list of other view homes and single level homes in the area.  Good call to action and response from move  up buyers.