Top Real Estate Banner Advertising Dos and Don’ts

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Over the years, I have seen hundreds of slogans, catchphrases, “me, me, mes” thrown on shopping carts, billboards, business cards and now websites. They offer “branding,” they “get your name out there” — sure, I agree. But do they get results? Do they make your phone ring?
Dare I say, the typical broker/agent banner leaves a lot to be desired; it is easily ignored by today’s savvy online consumer and bored GenX/GenY web shopper. Therefore, I have come up with a few ideas on how you can improve your ads.
Look, I know it is tough to believe; I mean what consumer does not want a “Platinum Award Winner?” What consumer would not want “an agent to ‘b’ trusted” (I swear it was spelled that way)?
So let’s first look at the five things you should not incorporate into your advertising.
Top 5 Online Banner Advertising No-Nos:
1. “I am number one” — or any variation thereof. Who care? It means nothing because, among other reasons, there is no context. Sure, other agents may know, but are you number one in the county, the city, the state or number one in selling single family ranch homes over 200 acres? It means nothing; you need something concrete, something that will compel the consumer to think you are different. Everybody is number one in something, so change the tune!
2. Reelly bad speling — Please have others read your ad, your tag line, etc. If you can’t write a proper tag line, how can you be expected to provide proper care and consideration when dealing with your clients’ most important decision of their entire lives?
3. High school graduation photos — or photos not from the last decade. I mean, do you really think your client believes that the suit you have on is from 2005, not 1975? Please! If you must use a photo, make it recent. But even using a photo is sort of optional in my personal opinion.
4. “Because we REALLY care” — or other similar slogans that just mean nothing. Use a phrase that has some oomph, that means something. Generic marketing terms are DONE. Gen X/ Gen Y just do not care.
5. My photo is bigger than your house — Sure, personal branding is important, but nothing makes the phone ring like a well-priced house. Think how much more you could put in the ad if you took your photo out, or made it smaller, and made the property or your message more compelling. Hey, how about using a listing as your banner ad?
Now, let’s take a look at five good ideas when developing your banner ads.
Top 5 Online Banner Advertising Tips:
1. “I helped 30 families in Clarkstown find their home in 2007; can I help you?” — Nuff said! It is concrete, means something, is tangible and verifiable.
2. Keep it short and sweet — You have a limited amount of space, so make the most of it; less is more.
3. Proof of your recent success — Photo of your clients, and their home, maybe a closing date? Your last deal?
4. Experiment with geography — Mix and match the city, zip code and neighborhoods. This way you can adjust your strategy based on the metrics.
5. Slogans that aren’t all fluff — have a call to action:
Results, GUARANTEED! Click here to learn about our sellers’ guarantee.
Do you want your home sold? Or do you want it bought? Learn the difference; click here.
Have your home found online, offline and everywhere in between with our marketing system; click here to learn how.
The web is not print; the conversation can continue. You do not need to say it all in the advertisement. Create curiosity, drive the consumer to your site and please have something to offer them when they get there, other than a sign-up form. The banner unit is not merely meant to sell you, or to just get your name out there, as much as it is there to drive targeted future clients to your site. So ask yourself “What can I say or show to my target consumer to have them come to my site and learn more about me”?
I hope 2015 is a great year for your marketing and your production!
By: Pierre A Calzadilla,

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