Nit-Picking at Homes & Lifestyles

While visiting Salt Lake City this month I picked up a Homes Illustrated magazine, the equivalent of the Homes & Lifestyles magazine in the Michiana Area. I love looking at homes but I especially enjoy looking at other agents’ marketing tactics. Some ads are appealing and enticing. Others need some help. My intent is not to offend anyone and I hope that does not happen but I am using this post to help agents better market themselves and their listings and visuals help. I’ve removed references to names, websites and contact info in the ads to protect the innocent.

Ad #1 Names

This is a simple real estate team ad. You have your standard catchphrase, phone numbers, agent photos and email addresses as well as a web address. But there is something critical missing. NAMES!!! When I call a phone number I’d like a name to use. I can assume one of the agents is John Everitt based solely on his email address but the other address is even vaguer. ‘JWilkinson88’ could be anything and if this is a company email (@kw.com is Keller Williams) why is there an ‘88’ in the email address? That resembles more of an AOL account. It seems like it would be a no-brainer but apparently it’s not. ALWAYS USE YOUR NAME! You are paying to advertise yourself.

BOTTOM LINE: Use your name.


Ad #2 Photos



Many times agencies will line up their agents photos in their ads and place their contact information alongside. I’m not sure about other consumers but for me that is a really difficult way to pick out a real estate agent. So, what do consumers do? They judge by a picture to see who they want to investigate further. An agent can’t expect a consumer to go through all of the agents. Consumers do a quick analysis and if you just give them your photo and name, they will judge based on the information provided. It’s only natural. So, use your best photo! The middle and the end agents in this line up are blurred and pixilated. I would immediately rule out these agents simply based on the bad pictures. Horrible but true. If I can’t see your face in your photo I will quickly eliminate you and I’m afraid other consumers will pass you over just as quickly. Take the time to provide a high quality photo for your advertisements or you are wasting your money. The same can be said for listing photos. Take the time and care to make your listings look good. You owe it to your sellers. I’ve seen million dollar properties that have blurry photos. If I were the seller I would feel cheated, especially when I see other agents providing professional real estate photos taken by a photographer for their listings. I would consider relisting with another agent. And, the aforementioned home was a builder’s personal home- a client that could possibly lead to much more business.

BOTTOM LINE: Use high-quality photos.

Ad #3 Design Elements


I can’t spend the amount of time necessary to analyze this ad because it hurts my head to look at it! The background is nice but it’s too prominent. It makes it difficult to focus on what I, the consumer, should be paying attention to – the homes! The text is way too small and uses all caps in a font that is not easy to read. This font should only be used for headlines and it must be bigger. It is a bit stretched out as well, but not everywhere. One more thing to mention – it’s hard to figure out which descriptions match up with each photo. It took me a while to figure out why. I mean, they line up and that should be enough, right? Apparently not to the mind’s eye. The photos are not all of exterior shots. So, the interior shots make me feel like they are all part of the same house.

BOTTOM LINE(S): Use easy to read text (no stretching, use proper case, consistent sizing)
Don’t let your background overpower the content
Keep it consistent

It was really fun to look through the Homes Illustrated magazine and I will make it a point to do so more frequently at home. It was a wonderful learning experience. Do the same with your own magazine. It’s easier to critique others’ ads than your own. Analyze what works for you as a consumer and take it to your next campaign.

P.S. I find it is easier to do this with a magazine from an area that is not your own. You won’t go into the magazine with biases or assumptions. regarding the agents. Have fun!

Marketing at 70mph

Being on vacation and in a city that is not my own has taught me a lot about how real estate agents market their listings and what works for me as a buyer. Calm down, I'm not purchasing but I am the public since I am not an agent. How do you make sure buyers can find you and your listings? Yard signs? Homes & Lifestyles ads? Those are good but you need to start thinking like someone who has never been to our area. Think like a foreigner. Use your vacation this year to get that feeling and try to figure out what you would do as a consumer to search for real estate. I've driven along I-80 in Salt Lake City and see huge banners strung across homes saying 'For Sale'. There's a phone number below it. But see, the problem is that I AM DRIVING 70MPH and can't really write down a phone number!! I drive by a listing and see a brokerage sign. Again, a phone number. Too many numbers. I pass on. So, I go to my trusted friend, my computer, and do a Google search for 'Salt Lake City real estate'. I assume this is what a lot of buyers do, too. I picked the 2nd listing because it had the word 'Best' in the title. I did all of this without thinking about why I did it. I was not in analytical mode. I was in consumer mode. Here's what I want as a consumer. I want web addresses! I want an email address! No, I am not buying immediately but you need to capture the buyers when they are non-committal mode. Turn them into buyers. It may take months but get them to your website and keep them there with a home search. Grab them while they still don't have a REALTOR. While you are on vacation this year, use the opportunity to think like a foreigner. Think like someone who knows nothing about real estate. Most importantly, think like someone who is driving 70mph.