(Continued) 

B. J. Adams
Marketing costs: $100,000 annually

Overall Impression:

• Very impressive materials appropriate for her upscale audience.
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• Reflects a unique personality that really comes across. Sets herself apart from the crowd.
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• Very image-oriented, as opposed to selling skills and benefits.
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• Personally-centered instead of client-centered.
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• The campaign could focus more on benefits to the customers and on “calls to action” that will encourage potential clients to call.
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• All the pieces should include her Web site and e-mail address.
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• With a well-established identity, Adams should consider adding a charity, arts, or community involvement component. Why not underwrite a major event in the area?

• Photo looks sophisticated, yet casual—a good tone for the audience.
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• Copy does a good job of emphasizing her caring side, but is very vague. For example: instead of “To lift the practice of real estate to a higher ground,” be direct: “Our Mission is to find the home that you were meant to have.”
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• Why not reframe the quote to come from a satisfied customer instead of her speaking about herself?
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• Services and her credentials get lost in small type at the bottom.
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• Smallish, white type on front is hard to read.
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• Again, involve the customer; add a customer endorsement and maybe a photo with Adams and a satisfied client instead of the personal shot. Change the current copy from “I” to “she” and have it come from the customer. “After 20 years of doing business with B.J., she’s more demanding of herself and the service she delivers than ever before.”

• I like the clever “Home Remedy” headline.
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• More customer-oriented than many of the other pieces. “It takes more than a price and a sign to sell a home” speaks to the customer.
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• Good personal photo--very appealing and direct.
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• Consider adding something that will prompt action, perhaps an offer of a consultation. Even the wealthy like free gifts, which have value to them. Never stop seducing with offers.
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• Consider adding a testimonial; do something to join forces with the clients.

• Warm, friendly images in the “No Home” card, but it lacks a call to action. For example, “No one in the Roaring Ford Valley knows more about the best way to market your home than B.J. Adams. Don’t settle for anyone but the best. Call…”
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• Extra large size helps set the card apart, but adds to mailing costs.

Image Ads

• In the value of these ads; consider eliminating them.  They don't do enough to prompt clients to action.  This money could be better spent in sponsoring a cultural event, especially in a culture center such as Aspen, that gets visitors all year.  It's great for name recognition.
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• The copy, "This is what you get when you hire us," with a picture of the moon and stars, is too indirect.  I just don't believe that these ads are getting the phone to ring.
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• Star logo often obscures company name.
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• Consider adding a testimonial on one or more pieces; a third-party's claims often have more impact.