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.

Makes me want a Nissan

What do you think of this 300x250 from Nissan?  Notice the head-on lineup of their Top 5 sellers, color coded to make it nice on your eyes, then the Nissan logo and  the subtle invite to VISIT.

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.