This subject has two phases. The first deals with methods a broker must employ to attract business to him and the second has to do with putting his properties on the market.
The first usually is general advertising and seeks to establish favorably the name of the concern and the class of business handled. The second is specific advertising dealing with definite business buildings or apartments.
There are many complexities in general broker advertising. This is because of the many aspects of the business. The broker must create confidence in his institution. This may be accomplished in several ways; for example, by testimonials from customers, advertising results accomplished, and giving publicity to the organization personnel.
Specific properties, which may be anything from home sites to office buildings, must be marketed. Other activities include property management, leases, insurance, and loans.
Two ever present questions must be answered:
"How can I own my home?"
"How can I make money in real estate?"
The examples given in this chapter have been selected because they illustrate many different aspects of the broker's advertising problem.
Every sort of medium is used. Many methods are successful.
General in type, the advertisement of W. Ross Campbell is artistic, well balanced, confidence inspiring and very likely not only to attract attention but to hold the interest of the reader. (See page 91.)
The key line, "Let's discuss it," is balanced by the identification, "W. Ross Campbell Co." It is a friendly suggestion. Although this is exclusively a business property advertisement, the appeal to love of home is made in copy. It is pride of ownership that stimulates the desire for a business home. This copy not only suggests a "home" for the reader's business but demonstrates W. Ross Campbell's faith in owning his business "home" by showing a picture of the structure.
The C. Robert Peter example of general advertising is extreme. By virtue of design, it has the power to attract attention. The focal point, provided in the photograph of the head of the concern and the gradually increasing size of letters in the name, holds the interest at least momentarily. The advertisement as a whole, however, is somewhat bizzare, and not so well suited to newspaper space as a more conservative treatment of the
For Over 19 Years
"Nothing But Business Properties"
We Conduct an
Suggesting a Home for
Your Business or
"We Have The Facts"
Ask Any Business Man Or Banker Los Angeles. U. S. A.
The Biggest Tax Payment ever made by this St. Louis Realty Firm
This check represents the 1923 tax payments made by us for our clients and ourselves
0F The entire 1923 tax payments received by the City of St. Louis on all the taxable wealth of the entire city, of whatever kind and wherever located, the tax payment made by us for our clients and ourselves represented by the above check amounted to more than one-eightieth.
This means more than one dollar out of every Eighty of the tax levy on all real estate, personal property, banks, trust companies and office buildings, as well as all street railways, telephone and telegraph lines, railroads, bridges, and other public utilities embraced within the city's entire area of more than sixty-five square miles.
This indicates the magnitude of our growing business and the large part we play in St. Louis' tremendous commerce.
same ingenious idea would have been. (See page 93.)
If a real estate concern is so trustworthy and handles so much property that its check to the collector of taxes amounts to more than $300,000.00 it seems as though that would be a safe concern to trust with any property. This certainly inspires confidence and by indirect suggestion creates an "atmosphere" of dependability and integrity that nothing else can quite achieve. Color is used for emphasis. (See colored insert facing page 94.)
This also is a good example of making an advertising medium of the check. Receiving money always is a pleasant operation. Let the check then carry a business message to the recipient, for it will be before him at a time when he is in a pleasant frame of mind. If the message registers, those pleasant thoughts later may be turned into actual profits.
The Confer "double-page spread" in the sepia tone popular in the photo-gelatin process frequently called photogravure, more than paid for itself the day after its publication. (See page 97.) The business came in an unexpected manner. A reader placed his entire insurance account with the advertiser after seeing this display, although the word "insurance" appears only once in the copy and is only incidental. The advertisement, however, was run when many persons were complaining of hard times and poor business. The customer said when turning over his account to this concern: "Any institution that has confidence in itself and is optimistic enough to run an advertisement of that size and character is the sort of concern I wish to handle my business. You cannot have prosperity unless you think prosperity."
This advertisement is cleverly designed. The silhouette map of the United States, associated with thoughts of home and every variety of outdoor sport to be found in America, suggests that home life in Minneapolis offers everything in the way of recreation that any city in the United States could provide. This is a distinct appeal to love of outdoors. The text offers the lure of moderate speculation.