Real Estate Advertising
Magazines and Periodicals
2. Outdoor Agencies
3. Direct by Mail Literature
Circular letters and follow up
Letterheads and envelopes
Picture show slides and films
Choice of media is the first consideration in advertising real estate. The daily newspaper is universally accepted as the best vehicle in local or regional undertakings. It reaches all classes and conditions of people. It is certain to carry any message to those who may be interested. It has standing and prestige which is loaned to an advertisement and it has a host of eager readers who are always potential buyers.
Advertising is an overhead expense of definite proportions. It is not a matter of sentiment nor of charity. It is a matter of result. Advertising should be run in newspapers that get results and have the public confidence.
In reaching more extended fields or carrying on a campaign of national scope, magazines and periodicals may be employed to carry the message. Class advertising - that is appealing to readers in a particular line of industry - is often successful through the use of trade magazines and periodicals.
An industrial magazine, for instance, might effectively present an advertisement of a factory site.
In newspaper and magazine advertising there are two types: general and specific. General seeks to leave a good impression and to create a general atmosphere of trust in a real estate project or a firm without emphasizing any particular piece of property. This may be developed either in display space or classified columns.
Specific advertising, either display or classified, has for its object interesting a prospective customer in a particular piece of property and concentrates on that one aim.
The size of space is a mooted question.
White space and large advertisements are infinitely more effective than no white space and small advertisements. Full page and double page spreads frequently are highly profitable. To create the right impression they must be carefully prepared and in keeping with the size of the project.
An advertisement, if possible, should carry enough white space and be of sufficient size to command instant attention of the reader. In display advertising this might be done with a 3 column, 10 inch space or even less, or an entire page might be required, in accordance with the design and attention-compelling attributes of the copy. In classified columns it might be done in a few inches or it might require a column.
Otherwise good advertisements sometimes are not result producing because confined in spaces too small. If an error is to be made, it should be in favor of the larger space.
In determining the size of space, it must be remembered that "an advertiser cannot hit sledge hammer blows with tack hammer methods."
Preferred space in a newspaper is the right hand column on the right hand page, because it is the space a reader naturally sees first; also the back page of the paper; the front or back page of a section ; or next to reading matter. It is usually necessary to pay extra rates for preferred position.
Several considerations enter into a choice between morning and afternoon papers.
The morning paper usually is read by women just before starting out to inspect homes or apartments. Lists are torn out and carried along. The morning newspaper advertisement should get quicker action than afternoon publications, because night does not intervene, causing the reader to forget. Men, however, read the morning paper rather hurriedly and unless the advertisement has considerable strength it may not attract attention.
The afternoon newspaper usually is read at home, where the advertisement can be discussed with other members of the family and thus firmly impressed on the memory. There is more time for careful study of the advertisement. It may be read several times. The afternoon paper usually has greater circulation than the morning publication.
Less competition from other advertisers.
Advertisers can give more detail.
Readers have more leisure.
Readers have more time to study.
Readers give more attention to advertisements.