5 Myths About Advertising

By
Real Estate Agent with Relocating To Baton Rouge & Surrounding Areas

We all know how important advertising is. Well, without advertising where would we be? Advertising is one of the best ways to reach potential clients. Without advertising, no one would even know we existed. It's really the best way method to reach the largest number of people.

How Can I Advertise?

Television
Direct Mail
Word Of Mouth
Website
Publications
Catalogs
Magazines
Newspapers
Coupons
Yellow Pages
Brochures
Flyers
Newsletters
E-Mail
Fax
On-Line
Door Hangers
Promotional Items
Radio
Articles
Columns
Telephones
Postcards
Voice Mail Message
Directories
Blogs
Forums
Social Networks

These days, there are so many different roads to take when choosing an advertising plan. There are many pros and cons to each method you choose for advertising. Did you also know that there are several myths to advertising? Before you decide to go down that road, maybe you should research and learn a few myths about advertising.

Myth 1: All It Takes Is One Time

Boy, if this were true we'd all be in happy-ville. Many people believe this myth, that all it takes is one shot to have potential consumers beating at your door. Imagine all the money we would save if all it took was one letter, one postcard or one phone call. The most important thing to remember about advertising is that it requires repitition. Think of all the promotional items that one consumer gets in a week. At some point, all of these items probably start to run together, making it difficult and confusing for the consumer to separate.

Did you know that it takes at least seven times for the consumer to even notice your promotional item? Yes, seven times. This is just to get noticed. It might possible take at least 49 times before they are more likely to call. Yes, I know, 49 is a big number and a lot of postcards. Advertising can sometimes be a hit -and-miss situation.

It's good to spend your money wisely when advertising. It's better to purchase a small ad that will run several weeks in a row than to purchase a huge, glamouros ad that will only run twice. If you are working on a small budget it's very important that you research and do the math.

Advertising takes more than once, it's at least seven times to catch the consumer's attention.

Myth 2: Advertising Gets The Job Done By Itself

It would be a perfect world if we could just sit back and let adverstising do the work for us. The worst thing you can do is to sit back and expect your advertising to do all the work for you. You can't just put ads in the paper and think that it's going to show you the money. If this were the case, we could all sit on our booties and answer the door when consumers come knocking.

You must remain active. You can't lolly gag around. You must be dedicated and productive. You need to get out and network, you must get out and meet people. If you are doing this plus advertising, this would be a good double wammy. While newspapers and the Internet will be promoting you, you must do what it takes to promote yourself. Doing this, it will increase your chances of having consumers calling you and bringing you the money.

    You can't sit on your booty and expect advertising to do all the work for you.

Myth 3: There's only one way to advertise

All you have to do is send in that one ad for advertising and that's it. NOT! In life it's all about balance and the same goes for advertising. You don't want to put all of your eggs in one basket do you? How will you know what works best for you if you are only using one avenue of advertising? Remember just because John got several leads from the newspaper doesn't mean it's going to work for you. All advertising will be an experiment for you. You need to seek out all avenues and do your research to see what will work best for you. It's all about trial and error.

Go down several avenues of advertising, it's all about trial and error.

Myth 4: Advertising is too expensive for little ole me

Depending on what road you take, advertising can be very expensive. If you are a budget they are still things you can do to advertise without going broke. One of the cheapest ways to advertise is on your voice mail message. All you have to say is who you are and where you work and maybe even mention a website. See, how cheap was that? Research several different efficient ways for you to advertise.

Advertising doesn't have to make your pocket book bleed.

Myth 5: Advertising is what gets you business

Advertising is not the only way to get business. There are a zillion other ways to get business but it's still a good idea to advertise. Letting people know that you are in business by word-of-mouth is a great way to advertise. Treating your clients with respect and giving them superb service is another fabulous way to advertise.

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Rainer
122,017
Christy Powers
Keller Williams Coastal Area Partners - Pooler, GA
Pooler, Savannah Real Estate Agent

I loved the advertising with your voicemail thing. That is a great idea. So simple and very cost effective.

Jun 25, 2008 11:58 PM #40
Rainer
33,213
Jay Allen
MovieVoice Production Co. - Paducah, KY
MovieVoice

On the topic of advertising, a quote from Thomas B. Macaulay pretty well summarizes everything - "Nothing except the mint can make money without advertising."

Best regards,
Jay

Jay Allen
MovieVoice
jay@movievoice.net

 

Jun 26, 2008 12:46 AM #41
Ambassador
1,568,393
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 800-610-7253 DRE01267479 - Costa M

Lindsay, what a great common sense post.  I have bookmarked it so I can think about it more over the next few days.

Jun 26, 2008 02:23 AM #42
Rainmaker
652,773
Bob & Carolin Benjamin
Benjamin Realty LLC - Gold Canyon, AZ
East Phoenix Arizona Homes

Thanks for the good post. The little graphics are very cute also. All the best.

Jun 26, 2008 02:31 AM #43
Rainer
73,244
Pam Pugmire
Silvercreek Realty Group - Meridian, ID
Meridian Idaho Real Estate

Great Kick in the Butt!  Let's get off our booties and make some money!

Jun 26, 2008 04:19 AM #44
Rainmaker
1,402,684
Sally K. & David L. Hanson
Keller Williams 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Short Sale - CDPE, REDS

  As a former ad agency owner...not sure any more of the number of times that a consumer must be exposed to a message before they act upon it...I am guessing with the amount of advertising, the internet, cable, etc. it increases exponentially all the time. There is no one method of advertising that is as effective than more than one..calendars are a wonderful thing...have your face/name in front of someone ALL year...and the internet, be creative....be varied, be often....BUT be !

Jun 26, 2008 06:41 AM #45
Rainer
11,377
Jon Michael
DeGeorge Realty LLC - Long Branch, NJ

Advertising is SO important to our business...and almost and publicity/advertising is good for your business.  Because ours is a business where clients are saught after comodities, we need to get them any way we can.  All advertising is good, but you are right that we don't need to spend an arm and a leg when self-promoting.

Jun 26, 2008 12:39 PM #46
Rainer
22,396
Anthony Kirlew
Fiscally Sound - Phoenix, AZ

Great article. With regard to consistency, I have seen some numbers that say people start to notice you between the third and fourth consistent exposure. I know there are many factors so the numbers will vary from region to region with competition playing a role as well.

I would add that one critical component to any business development campaign is marketing to those prospects that you attract through your advertising. I see far too many agents (and business owners in general) that invest money for a one time shot at a client. Especially with web based advertising, if you aren't getting your customers information and doing follow up marketing, you are very likely missing oppoprtunities and spending more than you need to.

Another key is warm market exposure, which produces an exponentially greater return than advertising to cold markets or the masses.

Thanks again. ~ Anthony

 

Jun 26, 2008 01:04 PM #47
Anonymous
Anonymous
Anonymous

that is why i love blogging so much!  it is free and have been able to get more leads, referrals and closed loans from it than actual advertising.

Jun 26, 2008 01:07 PM #48
Rainer
49,028
Rob Robinson
Metro Real Estate, LLC - Chattanooga, TN

Thanks for yout tasking the time to provide us with this information in the Active Rain network.  AR is the new "cyber backbone" of the industry, and with it's uplink to Localism.com it will transfrom the marketplace. Agents who don't see which way the cyberwind is blowing are going to find themselves at a considerable disadvantage inside of three to five years.

Jun 26, 2008 05:40 PM #49
Rainer
61,905
Ellie Viray
Podley Properties - Pasadena, CA
Realtor, GRI

We are always advertising in some form or shape.  I think the traditional ways of sending postcards and newspaper ads are still popular, however, it is sure to change in the future.

Jun 26, 2008 05:52 PM #50
Rainer
4,238
Heather Logrippo
Distinctive Homes Magazine - Shrewsbury, MA

Lindsay - Amen!

Jun 26, 2008 07:45 PM #51
Rainmaker
259,789
Mara Hawks
First Realty Auburn - Auburn, AL
Inactive-2012 REALTOR - Homes for Sale Auburn Real Estate, AL

I love advertising and could probably be happy just marketing all day long--- but alas, I need to sell some houses to make money! This is such a practical post, ... too often we can miss the obvious, so this is an excellent reminder. Thanks!

Jun 28, 2008 08:09 PM #52
Rainer
50,488
Ronda Ching Day
Hawaii Homes International LLC - Honolulu, HI

Great post!  I was nodding in acknowledgement over your myths...how right on!

Jun 28, 2008 08:26 PM #53
Rainer
23,995
IMNJ - Internet Marketing Specialist
Internet Marketing NJ - Red Bank, NJ

What a fantastic blog post.

 

I think you have to focus on the highest ROI marketing activites.

Jun 28, 2008 10:31 PM #54
Rainmaker
201,083
Renae Bolton
Marketing 4 Realtors - Garfield Heights, OH
I'm your Professional Real Estate Marketing VA!

This was great Lindsey!  Very in-depth and informative.  You know I LUV marketing so this one hit home!

~Renae

Jul 10, 2008 08:08 PM #55
Rainmaker
645,228
Team Honeycutt
Allen Tate - Concord, NC

Things we know but a reminder is always a plus....great info.  Thanks!

Jul 10, 2008 08:50 PM #56
Ambassador
2,034,852
Todd Clark
Keller Williams Realty - Beaverton, OR
Broker - Beaverton, Oregon Real Estate Expert - (503) 524-9494

I'm amazed at how many agents say when money gets tight that they are going to cut out advertising, when that is the last thing they should stop doing! Advertising and talking to people are what bring the business in and if you don't do both on a constant basis your business will dry up!

Great post!

Todd Clark, Helping Families Home - www.IFoundYourNewHome.com

Jul 27, 2008 12:09 AM #57
Ambassador
602,146
Roland Woodworth
Keller Williams Realty - Clarksville, TN
Short Sale and Foreclosure Resource- SFR - Clarksv

Great Post.. thank you for sharing. I'm sure many will be greatful

Jul 27, 2008 01:36 AM #58
Anonymous
Anonymous
Anonymous

Hi Lindsay, leaving your website on your voicemail is a great idea.  I'll have to try that.

Jul 27, 2008 01:55 AM #59
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Lindsay Pendleton

Marketing Agent - Property Management in Baton Rouge
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