Everything that goes out of an office or enters into the business life of a real estate man should be considered in the light of advertising.
Elementary advertising methods were responsible for establishing a broker of admitted success and recognized standing.
Being handicapped by shortness of stature, it was difficult for him to attract attention, the first requirement of a successful real estate agent. The only way to overcome that handicap was by advertising.
He made it policy to be always in a hurry. He found something to keep him busy. He walked fast on the streets or in the halls of the large office buildings. He carried abstracts from one place to another in his hand. He declares that today he is reaping a reward from that first advertising. Incidentally his newspaper advertising account now is one of the largest in his city. He never has let up in his campaigning although his methods have expanded and developed.
Letterheads, personal cards, envelopes and even the manner in which stamps are placed on an envelope reflect the character of a business concern.
Picture show slides and films help to visualize a property and its surroundings. The very condition under which these are shown, however, often reduce their effectiveness. The other numbers on the program overwhelm the slides or short strips of films. When given to a selected audience, or when the entire program is devoted to a specific piece of real estate or to real estate in general, films and slides are most effective.
Aerial photographs, and models, are unique, and they picture a location better than anything yet devised. Increasing importance will attach to these in the real estate business.
The reproduction of an aerial photograph, which is the frontispiece, visualizes the Cherry Hill Subdivision of Chicago, I11., much better than several hundred words could portray it. The entire picture can be grasped instantly. Arterial highways and their relation to the subdivision show plainly. The general situation with reference to location, points of interest, transportation facilities, and other items of interest to possible purchasers of Cherry Hill homesites is vividly pictured.
The radio has been much used for real estate advertising. It can be used for educational purposes or for indirect advertising. For example, a highclass musical concert, given from the Garland Heights Addition, might, indirectly, convey the impression that this subdivision was a high-class neighborhood and a desirable home district.
The government has frowned on using the radio for bold advertising, and rightfully so. If all broadcasting stations were to be turned over to straight advertising they soon would lose their value. In using it for real estate advertising this should be borne in mind.
Blotters, calendars, theatre programs, and advertising novelties are of questionable value to real estate. With some possible exceptions the money can be used to better advantage in the newspapers or in follow up mail campaigns to strengthen the newspaper appeals.