Rebecca Chandler

• Manage |RSSReal Estate Marketing
• Manage |RSSThe Real Estate Agent of the Future

I absolutely agree, Bernice. When your advertising is all about you, the consumer can assume that your services will be, too. Showing them how your services benefit THEM will win more clients. For a good test, ask yourself - on every bit of ad copy - "How does this benefit my client? What does it mean to them?" Other good questions - "What do my clients value most in my services? What unexpected needs to I fulfill?" Write advertising copy centered on satisfying and exceeding the consumer's needs and expectations. Eliminate everything else. Another thought - when using QR codes, make sure the destination is a mobile enabled site. If not, check with your media provider to see if their site is mobile enabled. Driving traffic to your listings or profile on their site instead may provide a more satisfying mobile experience for the consumer. Rebecca Chandler Vice President, Marketing Network Communications, Inc.

Good point. And, when you think about the amount of traffic that site gets versus the number of leads you get from them, what is THEIR conversion rate doing for you? Advertising should really never cost you money. It should make you money. It is an investment on which you should expect a return. When you take a look at all your advertising sources and the amount you invest in each, which is returning the best leads at the lowest cost per lead? When you track and measure accurately, you may be surprised. By reallocating your investment in higher return avenues, you don't spend more, but you get more in return.

Bernice - I couldn't agree with you more. In today's recovering market, home buyers and sellers rely even more heavily on the services and expertise of a local real estate professional. So, in today's market, when listing data is a basic consumer expectation, my question is - do you hide in a sea of online data, waiting for consumers to find you? How do they know about your professional services. Even if you have a blog and the most profilic fb updates - how many actual people saw them? Not even all your friends or followers. Building your business based soley on word of mouth, listing aggregate sites and referrals is certainly not as effective as creating a lead generation system through multi-channel marketing. And, quite frankly, your sellers deserve to have their home romoted to reach as many buyer in as many ways as possible. This is part of the full service for which they pay.