Critical Mass

Like any product or service everyone knows about there benefits of market leaders. The brand leaders enjoy over their competition the advantage of the distribution of power. The brand leaders have a greater share of their position in the advertising world as they have more financial resources. It is common sense to think the greater share you have in the “voice” you have in the advertising world the greater market share should follow.

Smaller real estate brands need to spend proportionately more than the larger brands just to maintain their position. This has made it nearly impossible for smaller real estate companies to compete in the advertising world. The top brands spend millions of advertising dollars each week to display their listings in all forms of media publications. You open up many publications and you will find listing after listing plastered one page after another. The cost of these ads is well over the budget of a large percentage of the real estate offices today.

The goal of these ads, from our point of view, is to not sell homes, but to constantly get the brand in the mind of targeted consumers. Awareness of brands is what they’re driving for at all levels because the goal is to make their brand come to the consumer’s mind first when they’re thinking about real estate. Consumers rarely buy from unfamiliar brands.

Differentiation

In order for smaller real estate companies to compete, they need to offer a greater source of differentiation, not just in the image, but in a way that genuinely impacts the entire real estate transaction process. It is impossible to compete with the brand leaders under the existing rules and platforms. To succeed, the smaller brands have to create an emotional connection, a trust, and a sense of they’re are the ones to watch.

Generating Media’s goal is to help create a customized marketing solution that fits the budget of the real estate office. We look for creative ways to help the real estate office publish an emotional connection with the property owners looking to sell and potential buyers. It is a delicate balance as they’re two different customers.

Property Owners looking to sell will need to determine why they should consider one real estate office more than another and why one real estate agent over another. They will want to see first hand the marketing and promotional plans being considered. Plus the results of how effective the results have been in generating the top selling price in the shortest period of time.

Why Do Real Estate Companies Continue to Advertise?

The brand leaders love to show their marketing power by displaying their previous ads in various publications. This makes the brand leader feel strong and the property often likes to know their property will get that kind of exposure. But what the brand leader can not accurately source is how many viewers saw the ad and actually inquired about it.

Generating Media prefers to publish content that can be used on the full menu of platforms where the real estate company can measure how many views, saves and inquiries. It is all about conversion rates from views to actual sales. Though the creative use of photographs and videos including aerial, the short and long-term goal is to capture the imagination of the viewers’ interest to generate an inquiry. There are numerous platforms that can be used that include websites, Zillow.com., realtor.com. Facebook, Instagram, youtube, to name a few. The strategic plan is to publish the content so it can be used on all platforms.

Placing a full-page ad in a major publication alone is not going to provide any long term benefit, but rather it is a culmination of a rather large number of small cost-effective solutions and ideas over time that will provide the results everyone is looking to achieve. Generating Media would be happy to help you review the possibilities.