Real Estate Advertising Trends For 2015

Branding Creativity: Online Perception

Project branding in advertisement have been in use for a long time. Gone are the days when people would rely on the traditional media (TV and radio adverts) to advertise their products and services. Like a TV advert, brand creativity is needed to make an impact in the overly crowded online platform. It is a strategy that remains, and will always remain relevant in all modes of publications. Creativity in online ads was however taken to another level with marketers incorporating animations and video-graphy to market their products.

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Online advertisement and branding have never been stronger in real estate ads as it is now. Realtors are using the online platform as a means of virtual communication to audiences and prospective customers. Example of some of the amazing advertising work that has been done in 2014 were for Etobicoke condos and new Toronto condos. Their agency has done a commendable job in following this trend.

Reallocation of Marketing Resources

Sales centers and billboards have been significant advertisement and marketing resources for centuries. These have however become less effective as more and more people started using other means of transport other than walking or public means. Although they may remain relevant to this date, digital billboard marketing strategies have become the center stage in real estate advertisements. Marketing resources have now shifted from billboard advertisements to digital trends where mobile adverts are prevalent today. The once effective traditional marketing methods (billboards and media advertisements) have been overtaken over time, and their demise does not seem far. But there are still some very interesting ones out there.

The Social Media

The social media have proven to be an influential platform for many marketers. Almost everyone, even brokers use this platform to gain traffic and visibility.  With many social networking sites cropping up every day, the need to make sure each is relevant to real estate is crucial.  It needs to remain useful as well as keep the audience engaged is however proving a major challenge for many.  Some of the most commonly used, yet effective social networking sites are Google+, Facebook and Twitter.  Pinterest has also become a digital storefront for most realtors and is proving to be very useful in this industry.

Interactive Technology

Interactive technology has also given rise to the success in real estate advertising. Some of the interactive technology trends recorded in 2014 includes:

Integration of web platforms and sales centers to reach out to customers

Digital analytics that help improve traffic into a website

Property portals where customers can log in while searching for a property

Branded web interfaces meant to attract real estate players in the field

Mobile Marketing

Mobile marketing has taken an unexpected turn in real estate advertisements. With many people using smartphones for virtually everything, mobile platform has become the new grounds to advertise. Web pages optimized for mobile access, and SMS marketing is slowly transforming mobile telephony.  The same is expected to become popularized in 2015 as 2014 comes to an end.  As a real estate marketing agent, it is your responsibility to adopt new, and trending marketing strategies that will bring in more readers and probable customers.  Doing this will not only bring in more audiences and even reach out to clients far and wide.

Finding the Right Advertising Agency

Choosing the right advertising agency to steward brand and product imagery is one of the most important decisions any company makes. Frankly, it is not unlike selecting a new partner in the business. The choice of agency can have a tremendous effect on a firm’s public image, sales results and profit performance and, as such, ought to involve executives at the most senior levels of the company.

c1Executives, as well as your Toronto digital marketing consultant, need to be comfortable with the appointment and the people, be willing to share information with Richmond Hill SEO agency, and ultimately have the utmost confidence in the agency’s recommendations and business advice.

Know Your Needs

Prepare a brief describing your company, its products, markets, competitors etc., and the opportunity you have to offer an agency. This might relate to taking over a particular brand, or category of brands. It might involve a new brand or category launch. It could be an opportunity for regional representation, with the lead agency retaining control over the core branding issues.

Prepare also some objective screening criteria. This will allow the agency to decide whether or not it is suited to your business with respect to capabilities, geography, national representation etc. Include size, location, core competencies required, category experience.

Compile a ‘Long List” of Agencies

This list should actually be no longer than 10 – 12 shops. You likely have some feel as to what agencies might suit your needs but there are additional resources available to help you with your initial list. The AAABC will gladly provide its Member Agency list to you, as will the ICA (Institute of Communications and Advertising). Industry publications such as Canadian Advertising Rates and Data, the National List both published by Maclean Hunter (Rogers). Business associates in your own industry or category may be able to help. And you can always contact companies whose advertising you’ve admired on the air or in print.

Develop a Screening Questionnaire

Often termed an RFQ (Request for Qualifications) the objective of this questionnaire is to ascertain which agencies have the basic capabilities and experience that you have defined, and do not have accounts that would constitute a conflict of interest with your business. It also assists the agencies in determining if they are able to serve you from the point of view of experience and of staffing levels. One or more agencies on your initial list may decline the opportunity to respond.

Develop the ‘short list’

Allow yourself a week or two to evaluate the replies against the needs you have outlined and prepare a short list or 3 -4 agencies, any one of which you would be comfortable hiring. These short-listed firms will be invited to proceed to the next level of your process, the presentations. Advise both the short-listed agencies, and the unsuccessful firms, of your decision. Be prepared to advise the unsuccessful agencies of your reasons for not selecting them.

Presentations

c2Your objectives in requesting presentations, ideally at the agency’s premises, are as follows:

  • To ascertain the agencies’ capabilities, strengths, facilities and experience.
  • To determine which of the agencies demonstrate a passion for, and insights around, your business, your competition and your industry.
  • To ensure that the agencies have a true passion for their business as well as for yours.
  • To gauge the ‘chemistry’ between your people, and those at the agency who would actually be working on your business, both day-to-day and at the senior level. Be sure to insist that these people take an active role in the presentation. You and the chosen agency will be spending a lot of time together.
  • To see examples of work the agencies have done for other clients, and to what effect on those businesses. This should give you a reliable assessment of an agency’s ability to think strategically, and of its creative strength.
  • To determine which method of compensation you and the agency would be most comfortable with – fee, commission, or a blended arrangement. Typically the final negotiations around the level of compensation take place after final selection, their successful outcome being a final condition of the agency winning the business.

Final Selection

Chances are you will know immediately following the presentations which agency you want to work with. It is a good idea to ‘sleep on it’, to wait for 2 or 3 days, before announcing your decision in order to be sure the decision is well-founded and shared by your whole team.

Protocol generally dictates that the winning agency is informed first, and asked to keep the news confidential for 24 hours to allow you the opportunity to inform the unsuccessful agencies of your decision. Most creditable agencies will request the courtesy of a debrief with you in order to determine what might have been lacking in their presentations and you should be prepared to spend this time.

For the successful agency, this is a time of celebration and you should plan to participate in that, congratulating them for a job well done, and expressing your confidence that the relationship will be long and mutually rewarding.

Understanding Payday Advance Marketing Strategies

Did you know that the payday advance industry happens to take in about $7.4 billion on an annual basis? This is according to reports from 2014 by the Pew Charitable Trusts. Since that time, the state and federal governments have buckled down on lenders for payday advances, yet there is still a real for ethical lenders that work to serve about 12 million people in America that take out loans each year.

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Location

From the research done by Pew Charitable Trusts, typical Toronto payday cash advance customers are a female between the age of 25 and 44 that makes under $40,000 each year and does not have a four-year college degree. It is going to be important that this market is targeting if you are putting together a marketing strategy of any sort. When you want to have a storefront location, you need to make it easily accessible when you have this sort of customer. Think about a location that is close to traditional banks or large retail centers. It may also be a smart idea to look at public transportation hubs or areas where someone may be considering getting a payday loan to help get their vehicle out of the shop and so on.

Your Marketing Message

Customers that are looking at a payday advance loan to fix short term financial issues will respond best to marketing materials that emphasize a loan from your store for fixing their issues and keeping them from falling further behind in their bills. However, there are a lot of customers that may end up being embarrassed about visiting a location for a payday loan. This is why it is important that you are aware of the marketing language and the signage that you use to reflect your commitment to their privacy no matter what. Customers that want to have a payday loan will want the application process to be as streamlined and as quick as possible. You need to be able to offer the ability to submit both supplemental documentation and applications online, or be sure that you have a fax machine that customers can use if they do not have internet access. You should include information on the application process with each of the advertising and marketing items that you put out.

Services

You should think about creating sort of a one stop shopping experience for you potential customers so that you can meet their financial needs to allow them to rebuild their lives for a better financial future. This is going to help both you and your customers moving into the future and solidify your payday advance store as a great financial service business rather than just another lender that could be taking advantage of customers in their time of need.

Direct Marketing

When you use direct marketing with fliers, posters and various printed items are going to be the most cost effective manner to advertise your payday loan service. Print and design advertisements are going to be helpful when distributed in areas that your customers are known to frequent often. Think of areas such as libraries, stores, laundromats, apartment complexes and more.

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