Thoughts on Real Estate Marketing…

That’s a very old saying, but more true than ever.

At the same time, when times are bad, people are afraid to spend the dollars – maybe it won’t work, and maybe if they spend the money, they won’t get the return and won’t be able to pay some other bill – like the rent or the power.

So what to do?

One alternative to spending thousands on advertising is to begin using press releases. It’s true that most businesses will need to hire a professional to write them, but so should they hire a professional to write their other marketing materials.

The best part is, that once written, it costs very little to send those press releases out. In fact, you can do it yourself and spend your time instead of your money. And if you’re selling to a small local market, you won’t have many places to send it, so it makes good sense to do it yourself. If you’re giving newsworthy information, your release will be published. Perhaps not instantly, but when they need something good to fill a space.

Remember, newspapers want to give their readers interesting information. And they’d rather not pay for that information. So you are, in effect, giving them a gift.

Some newspapers and radio/TV stations accept faxes and many accept e-mail. So it’s a matter of deciding where you want to send the release, perhaps making a phone call to ask their preference, and then sending it.

I can hear you now, thinking “But I don’t do anything newsworthy.” Maybe you don’t. But you do have information to share. If you didn’t, you wouldn’t be in business.

Think of this: Say you’re a hairdresser. You know the answer to questions that your potential customers might have. Here are just a few:

• If I change my hair color and don’t like it, how long will it take to grow out?
• If I change my hair color and don’t like it, how badly will I damage my hair if I try to change it again?
• What’s the most popular hairstyle today? Will it work on fine hair?
• What’s the difference between a scissor cut and a razor cut? Which should I choose for my hair texture?
• Is there such a thing as a non-allergenic permanent wave solution?
• Where can I get non-perfumed shampoo and conditioner?
• If I want lift but not stickiness, which gel or mousse should I use?

You get the idea – and if you stop and think about questions your custsomers ask, you’ll get plenty of fodder for an information-filled press release.

If you’re a mortgage broker you could explain the difference between the interst rate and the APR on your closing papers.

If you’re a tax accountant you could explain some tax deductions that people don’t always take.

If you’re a Realtor you could talk about things to look for on a title report.

If you’re a landscaper you could discuss the merits of using different plants in your specific climate.

If you have a garden supply store you could discuss which fertilizers are best for flowers as opposed to garden vegetables.

Another benefit of using press releases in place of traditional advertising is that they begin to build your reputation as an expert – the person to turn to when questions arise. Because a newspaper has chosen to publish your story, you gain credibility.

No amount of paid advertising can do what a news article can do for your reputation.

So think about it. And get in touch if you need some help. I’d love to help you build your business.

Here’s to prosperity,

Marte

P.S. Speaking of gardening, if you love flowers, it isn’t too late to get in on the buy one get one free offer at Michigan Bulbs. And if you have a big garden, you might want to take Mantis up on their offer to use their tiller risk-free for a year. If you don’t like it, you can send it back. I think I’ll take them up on that one!