Advertising

blind ad. (Blind ads are illegal in many states. )

Any ad that does not identify the advertiser as a broker

AIDA is an acronym for:

Attention Interest Desire Action

What is bait-and-switch advertising?

Bait-and-switch is advertising property or credit terms for a property that an agent doesn't intend to sell or that is actually not available just to attract buyers for other properties the agent has for sale.

CAN-SPAM Act

Bans false or misleading information Prohibits deceptive subject lines E-mail must include an opt-out method Commercial e-mail must be identified as an ad and include sender's physical postal address Fines: up to $11,000

What kind of ad is illegal in states?

Blind ads that do not identify the advertiser as a broker are illegal.

Prompting ActionAn action that you want a reader to take includes

Calling you or your office E-mailing you or your office Visiting your office Visiting your website Attending an open house

Typical forms of newspaper advertising include:

Classified ads Display ads Classified-display ads Press releases

What is the difference between classified ads and display ads?

Classified ads are inexpensive, contain words only and are printed in the classified section of the paper. Display ads are expensive, can contain words, pictures and graphics and are printed outside the classified section of the paper.

List three types of web pages that are commonly found on real estate websites.

Current listings Sold listings Information for buyers

Give four examples of words or phrases that would be considered discriminatory, and three that would not, with regard to handicap when writing an ad.

Discriminatory- no wheelchairs, able-bodied persons only, no deaf, or no handicapped parking Non-discriminatory - fourth-floor walk-up, walk-in closets, wheelchair ramp

Arousing Interest

Excite the reader's imagination with such invitations as: Entertain friends and family in the state-of-the art home theater. Relax while enjoying your favorite beverage on the deck of the large swimming pool. Tuck yourself into the quiet of the den/library with its unique free-standing fireplace. Delight in the luxury of the two-person whirlpool tub.

Why is it not prudent to describe buyers in ad copy

If a licensee uses words that describe current residents or the neighborhood in racial terms, he or she will create liability for discriminatory advertising.

Why is television becoming a more common advertising venue?

Many cable stations now run "community bulletin boards" that advertise items for sale, including real estate. Also, "home showcase" programs are becoming more common on the cable networks.

What do many firms do to avoid confusion with their advertising plan?

Many firms choose to have a single person in the office in charge of watching advertising costs, controlling volume, scheduling the advertising that meets the objectives, compiling advertising data and evaluating the effectiveness of the ads placed.

Personal Advertising

Name Tag - This is very important. If you are a REALTOR® make sure your name tag says so. Also include any professional designation such as GRI. Business Card - Don't take your card for granted. Make it unique so that it will stand out from the rest. Make sure it has your picture. Car Signs - These magnetic signs are inexpensive and get results. Be sure the signs include your name, your firm's name and logo and your phone number.

Which form of advertising is considered the most cost-effective method for selling a home?

Newspaper

Newspapers

Newspaper advertising is probably the most common and often the most effective form of advertising for residential property.

A number of media choices for advertising are available.

Newspapers Magazines Shopping guides Telephone directories Signs Outdoor ads Direct mail Direct e-mail Newsletters Promotional items Radio and TV Internet

Press Releases

Not really an "ad" per se, a press release is free advertising.

Exemptions to DNC Law:

Political Organizations Charities Telephone Surveyors Established business relationships

Which of these is a free form of advertising?

Press release

Broker Barb takes out a two-page color full-page ad in the weekend paper of her listed properties. What form of advertisement is this?

Product

Explain the method used to write good advertising.

The AIDA standard says that if you want your ads to get results, they must capture the reader's Attention, arouse Interest in your product, create a Desire for the product and then prompt the reader to Action.

Based on the National Do-Not-Call Registry, how long after a company listing has expired may a licensee call the owner to solicit business?

18 months.

AIDA

A time-tested method for writing good advertising

Classified Ads

The most common ad type, these ads are the most effective with buyers.

Display Ads

These ads are run in other sections of the newspaper, not in the classified section. They usually combine institutional and product advertising to build the name recognition and image of the company, while showcasing specific properties.

Classified-Display Ads

These ads combine some aspects of display advertising with the classified ad format. They are printed in the classified section of the paper, but use graphic elements, such as larger type, borders and illustrations, and white space to create a strong impact on the readers.

What is important to remember about capturing the reader's attention?

This is the most critical step. If you don't capture the attention, you can't deliver the message.

Capturing Attention

Try bold type, all caps or a unique-looking font for the headline. Headlines are read 10 times more often than the body of an ad, so make sure yours is a good one. Use color if available. Be clever. Asking a question or making a bold statement as your headline could work well. Vary the layout, making use of white space in creative ways.

How would you avoid the impression of racial steering when doing newspaper advertising?

Use a wide variety of newspapers and not just a particular neighborhood's weekly newspaper.

At times, the woman's shelter at St. Mary's Catholic Church has rental units open to the public. Are they allowed to advertise for female renters only?

Yes, gender based ads for shared living housing is acceptable.

CAN-SPAM Act

addresses requirements for sending commercial e-mails

Under the CAN-SPAM Act

all commercial email must have an opt-out method.

Institutional advertising, or corporate advertising

attempts to establish a positive image of a company in the minds of the public. It aims to increase sales by informing the public of the company's capabilities.

Institutional advertising (sometimes called corporate advertising)

attempts to establish a positive image of the company, its services and its reputation in the minds of the public. This form of advertising aims at increasing sales by informing the public of the company's capabilities.

bait-and-switch advertising (Truth in Lending prohibits)

in financing is the practice of advertising credit terms that are not actually available just to attract potential buyers into the financial institution.

press release

is considered free advertising because of the coverage it can generate.

Product advertising

is directed toward the particular properties a company has for sale

Radio

is particularly effective since most listeners choose to tune in when they are doing something else, such as driving to and from work or relaxing on the patio or in the tub. This substantially increases the number of potential clients you can reach.

Newspaper advertising

is probably the most common and often the most effective form of advertising for residential property.

Maintaining an internet site is relatively inexpensive

it does no good for you to have a site if no one knows it exists. That's why it's critically important for you to have your web address printed on all of your other advertising.

Television

more expensive, but the increase in the number and popularity of cable stations has put this medium more within the reach of many real estate firms.

Using clear, concise language

tells readers what they need to know to be able to picture themselves as the owner of the property

If you want your ads to get results

they must capture the reader's attention, arouse interest in your product, create a desire for the product and then prompt the reader to action.

Which form of real estate advertisement is typically visible at retail locations?

Shopping Guides

Magazines

A magazine ad, although significantly more expensive than newspaper advertising, could be just what a firm needs to attract wealthy clients to their upscale offerings.

standards" for real estate sites are:

About Us - This page gives information about the company and the agents. Current Listings - These pages give detailed descriptions of your listings, including photos. It's a good idea to have a "search" feature that allows visitors to enter parameters for the kind of property they want - such as number of bedrooms, price, lot size, location, etc. Visitors should also be able to find a property using the MLS or property number. Sold Listings - Many sites have pages that show the homes that have sold. This is a great showcase of your success. Information for Sellers - These pages have specific information of interest to sellers, such as the definition of a Competitive Market Analysis and how to get one. Information for Buyers - These pages give current information on loans and financing and your buyer-specific services. E-Mail Sign Up - This feature allows visitors to sign up to receive e-mails about new listings or other general real-estate related information your company can provide. Contact Us - This page has all of your information - address, phone numbers, and fax number - and a link for the visitor to send you an e-mail.

Broker Jim always has a parade float in the annual Fall Holiday Parade. What form of advertisement is Broker Jim's float?

Institutional

Real estate firms engage in two forms of advertising.

Institutional Product