When Advertising, Use Nets, Not Fishing Rods Part 2

October 8, 2009

A far better way of prospecting (especially in a buyer’s market) can be likened to using nets to fish instead of a fishing rod.  You start out by thinking about the specific types of fish you want to catch.  Based on that, you select the right type of nets, cast them in the right places, and then leave them to do their job.  Unlike with the fishing rod, you don’t have to be present all the time with your nets.  You can spend your time going to different places, casting nets, and examining results instead of holding that one fishing rod all day.

In other words, you want to design your advertising so you’re attracting all of the people who match the type of prospect you’re looking for, not just that one buyer who is right for your listing.  If you have a focus neighborhood, have your advertisements say you have access to the top 10 listings in that area.  Anyone looking for a home in that specific area will probably want to know more about what you’ve got.  The fact you’ve got 10 listings tells them you’re more likely to have what they’re looking for than a competitor with a single listing in the area they’ve already seen and rejected.

The key barrier you have to overcome with any sort of advertising is the anonymity factor.  Advertising almost always gives people a major buffer zone between themselves and the product/service offered, and most people love having that buffer.  For one, it helps them make a more informed decision and keeps potentially pushy sales people at bay.  So you need creative ways of getting prospects identifying themselves in any advertising you do.

The two best ways of getting people identifying themselves are: giving prospects what they want, and giving it to them in an unobtrusive, non-threatening way.  Remember, the goal is getting their email address, and the whole point of any online advertising (including your real estate website) is building your prospect database.

Now it’s easy to understand what people they want, but it’s also very important to understand why they want it.  In other words, what’s motivating them to look for a new home?  It’s especially important to understand this in a buyer’s market.  Knowing this gives you additional insight into where to casts your nets, often in places few or none of your competition ever thought of.

Filed under: Marketing Tips,Networking Tips

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