REALTOR® Magazine-Daily News-Agents Use Creative Marketing to Grab Attention

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Daily Real Estate News | August 27, 2007 | Agents Use Creative Marketing to Grab Attention
Real estate professionals have had to kick their marketing up a notch since the housing sector has shifted from a boom to a down cycle.

"These days, there is a lot more to this business than just sticking a sign in the yard," says Dallas agent Lydia Player, who recently rented out a movie theater and held a private screening of the latest Harry Potter movie to attract possible clients. The event allowed her to network while showcasing her property listings, which were shown as advertisements prior to the start of the film.

Other agents are tapping into their creativity as well, such as attracting prospects to property showings by distributing complimentary bottles of water or wine with photos of a featured home on the label; holding neighborhood contests; writing personal letters; and building the theme of a open house around a specific event, such as Halloween, or a targeted buyer demographic.

One agent, for example, marketed an exclusive property to a very specific buyer segment by sending heart-shaped cookies with the home's details to a list of coronary surgeons. Practitioners also are turning to other freebies such as a year of maid service or lawn maintenance.

Finally, to cast a wider net for potential buyers, more agents are moving beyond the traditional Sunday open house to hold happy hour-style showings — complete with appetizers and drinks — during the work week.

"Real estate has been cushy for a long time," says Lois Geller, a Florida-based realty consultant. "Now it's time to rely on your skills."

Source: Dallas Morning News, Steve Brown (08/24/07)

© Copyright 2007 Information Inc.