advertising workshop

Sutton UniversitySales and Marketing

Advertising WorkshopAdvertising Workshop


What You Will LearnWhat You Will Learn

Ad Layout BasicsAd Layout Basics

Creating An ImageCreating An Image

Expert TipsExpert Tips

Increasing Ad CallsIncreasing Ad Calls

Attracting New ClientsAttracting New Clients

Controlling Your BusinessControlling Your Business


What You Will ReceiveWhat You Will Receive

If you’re looking for a way to increase your business then a planned advertising program will pay you dividends in increased traffic and more sales


Did You Know?Did You Know?Over any given period, a company or individual who advertises below the industry average has sales below the industry average.


What You Should AvoidWhat You Should Avoid

Whether business is good or slow, you have to Whether business is good or slow, you have to get your share of what is aroundget your share of what is around

Cutting back on your advertising puts you at a Cutting back on your advertising puts you at a disadvantage with your competitorsdisadvantage with your competitors

Increasing advertising gives you an edgeIncreasing advertising gives you an edge


STEP 1: Create an IdentitySTEP 1: Create an Identity

Sketch your ideas out on a piece of paper and write a rough draft of your ad

Play with ideas until you get the correct effect

A carefully planned ad may bring you the customer you have been looking for to make that sale


Ads with distinctive artwork, layout and copy enjoy a higher readership


If you want the reader to single you out, don’t look like the competition.

Expert TipExpert Tip


Step 2: Use a Simple LayoutStep 2: Use a Simple LayoutBe clever but never cryptic

The reader’s eye should move in a logical sequence:

1) Headline

2) Picture

3) Explanatory copy and price and lastly,

4) Name and company logo

An eye dazzling ad might get initial attention, but too many typefaces and decorative borders can turn attraction into distraction!


Step 3: Have a Definite FocusStep 3: Have a Definite Focus

Display advertising is a visual medium used to draw the consumer’s eye to a well-chosen photograph or interesting artwork that will lead them to the home you’re selling.


Step 4: Avoid CongestionStep 4: Avoid Congestion

Headlines should draw you in by being big and bold but not overpowering

Remember to use upper and lower case in your headlines – not all caps!

Don’t use borders as a focal point; they tend to hold the reader out


Step 4: Avoid CongestionStep 4: Avoid Congestion

Don’t overcrowd your ad

Use white space to give your copy, room to breathe and draw the reader in

In ads where a large number of homes are featured, an extra effort is required to tell the story in the most readable, roomiest way


Hot TipHot Tip

Use your sutton.com email address on all your ads to help increase your number of responses Using your sutton.com email will let

people know that you are part of a well-recognized brand


HeadlinesHeadlinesHeadlines should appeal to your customer’s

needs while at the same time playing up other strong points


Step 5: Tell the Whole StoryStep 5: Tell the Whole Story

Tell all the strong points there are to know about the home, such as area, size and price

Be enthusiastic to get across the message that you are behind your words 100%!100%!


Step 5: Tell the Whole StoryStep 5: Tell the Whole Story

A block of copy written in complete sentences is often easier to read than phrases and random words, but the final judgement should be based on your intended audience.

A boldface lead-in and visual aids accompanying a copy are strong aids to readership.


Feature Consumer BenefitsFeature Consumer Benefits

Your customer wants to know what’s in it for them before they make a serious purchase

If area is your focus, make that your eye-grabber

If price is your calling card, make that your banner statement


Name Your PriceName Your Price

Readers will often overestimate prices, so you should not hesitate to list them

If your price is comparably high, then justify the higher tag with the home’s outstanding features

Emphasize the savings to the reader and tell them about any financing offers that are available


Urge Your Readers to “Buy Now!”Urge Your Readers to “Buy Now!”

Ask for the sale

Limited time offer

Use persuasive words


Avoid Excessive ClaimsAvoid Excessive Claims

The surest way to lose customers is to make claims in your advertising that you can’t back up

Go easy with superlatives and unbelievable values

Remember, if you claim your prices are unbelievable, your readers are likely to agree


Many people distrust cleverness in advertising just as they distrust those that are too glib

Headlines and copy generally are far more effective when they are straightforward

Clever or tricky headlines are often misunderstood

Don’t Be Too CleverDon’t Be Too Clever


Don’t GeneralizeDon’t Generalize

Be specific at all times

Shoppers want all the facts before they buy

Facts sell more


Use Simple, Everyday LanguageUse Simple, Everyday Language

Many of your customers may not understand words that are familiar to you

Trade and technical terms may be confusing and misunderstood

Everybody understands simple language

Nobody resents it – so use it!


Consumers Want InformationConsumers Want Information

Consumers are very careful and a little reluctant to spend

They want information

One of the main ways they get information about real estate and the markets is from advertising

Yours or someone else’s


Consumers Look for this Type Consumers Look for this Type of News in:of News in:

Regional Newspapers Community Papers Ethnic Newspapers Classified Advertising Real Estate Newspapers

and Magazines


Attract New CustomersAttract New CustomersFamilies are moving all the time:

So there is a steady flow of customers out of your market

AND A corresponding influx of new families who don’t

know you at all

Tell them about yourself!!


A funny thing happens when you A funny thing happens when you don’t advertise…don’t advertise…


Nothing!Nothing!


Compete AggressivelyCompete Aggressively There is plenty of business out there

Your competitors are bidding for their share – and yours


Compete AggressivelyCompete Aggressively

People will need and want homes

There are more Canadians working now than ever before!

Many of them are two income families which add to total family income


Compete AggressivelyCompete Aggressively

You’re in competition for the consumer dollar with every other realtor in town

People have only so many dollars to spend and if they don’t spend them with you, they’ll spend them with somebody else!


Advertising Is In Your ControlAdvertising Is In Your Control

You can’t do much about most factors in the marketplace:

• Rent • Labour costs• Price of inventory• What your competitors will do

But the one thing you can control is:

• Your Own Promotion!



Once you build up your business you can keep it going with a moderate, consistent advertising program

However, if you cut your advertising and lose your hold on the public’s awareness, you’ll find it much harder to build it up again



Your advertising is part of your sales force

Ads help pre-sell the customer and helps you close a sale faster

What saves you time saves you money!!


Remember, advertising is not just the Remember, advertising is not just the COSTCOST of of doing business…doing business…

It’s a proven sales tool that returns It’s a proven sales tool that returns manymany times your investment in sales!times your investment in sales!

advertising workshop

Documents