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Setting Marketing Strategies
Analyzing the Business Climate
Creating Your Market Identity
Planning Your Advertising
Coordinating Company and Salesperson Marketing
Developing Public Relations Strategies
Enhancing Customer Service | | Photo Do's and Don’ts
In publicity—as in selling a home—a picture is often worth a thousand words.
Do - Send photos in a common size for publication—4” X 6” or 5” X 7.”
- Be sure that photos are clearly labeled, identifying all those shown, the location, and what is occurring.
- Send a copy—never an original or a negative that could be lost.
- Ask before sending digital pictures; large digital files may slow down an editor’s e-mail.
- Take digital photos at a high enough resolution for reproductions.
- Try to show action in photos, even if it’s only people shaking hands. A line of people in a row is not very interesting unless some of them are famous.
Don’t - Write on the back of photos using a ballpoint pen or marker; it can bleed through and destroy the image. Instead, type a separate identifying label and attach it to the photo.
- Send color photos to newspapers unless you ask in advance; most still use primarily black and white.
- Take the pictures yourself unless you’re a skilled photographer. At most events, you can’t do it over again if the picture doesn’t work.
8 Places That Want to Hear From You
Your real estate skills and knowledge can be valuable to people throughout your community. If you match your promotional efforts to the needs and interests of your audience, you’ll find yourself in great demand. Reach out to the following:
- Local newspapers. Most local newspapers and publications want to support the business community and therefore welcome news releases. If you regularly send news releases to business or real estate writers and editors, they’ll come to depend on you as a reliable source. These publications will be interested in information about upcoming events, announcements of local citizens’ accomplishments, and reports on community affairs.
- Local business or general interest magazines. Localpublications often run news briefs or have special sections to publicize an organization’s accomplishments. They also may be interested in feature stories about real estate, your company, or your customers.
- Real estate publications. These publications also may be interested in news briefs, professional accomplishments, and feature stories. And you can include more technical information than you would for a general audience.
- Radio stations. Radio stations can get news out quickly. Because they are required to make community service announcements, they’re a great way to advertise upcoming charity events and educational seminars. The hosts for radio talk shows are always looking for intriguing guests, and you may even be able to land your own real-estate-themed program.
TIP: If you have the time and inclination, consider offering your services to a local call-in show as a weekly real estate expert who will answer callers' questions.
- Television stations. If you work hard, you may be able to persuade local TV channels to cover special events. You’ll probably have better luck with local cable access programs.
TIP: You have a much better chance of getting TV coverage if your story has some visual appeal—an unusual house or a community event with fast-paced activities. Someone just talking isn’t that appealing for TV.
- Community groups. Service clubs, professional organizations, business groups, and schools are always looking for informative speakers. Approach each group with a topic designed to appeal to their specific interests. Offer educational seminars to raise public awareness about real estate issues and your organization. Possible topics may include pending legislation that will affect home owners, real estate market trends, or just about any other subject that will provoke interest.
- Customers and prospects. Use newsletters to keep customers and prospects informed of the latest home projects and properties for sale. You also may include recipes, homemaking and decorating tips, local news, and other topics tailored to your audience.
- Awards competitions. Many local, regional, and national organizations seek applicants for awards that honor individual and company business achievements. Apply for such awards, and when you win, write a news release about it.
Adapted from Hal Kahn, CRB, CRS, The Manager’s Guide to Real Estate Marketing, Real Estate Brokerage Council™ of the REALTORS® NATIONAL MARKETING INSTITUTE®, an affiliate of the NATIONAL ASSOCIATION OF REALTORS®, 1989, and Tracie LaGere, “Getting the Recognition You Deserve,” Franchising World, November/December 2000
TIP: Create your own publicity by hosting a charitable or customer-recognition event. For more advice on event planning, visit the Personal Assistant Q&A.
5 No-Cost/Low-Cost Publicity Ideas > | |
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