Guerilla Training Blog by Matt Jones


Advertising 101 (Part 1)

If there is one thing I’ve noticed in this business, it’s that we Realtors®, as a group, are terrible at advertising. Not terrible in the sense that we don’t advertise, but just terrible at actually doing it. We make dumb advertising choices, we write bad ad copy, we advertise for the wrong reasons, and we have an extraordinarily poor rate of return on our marketing dollars. We mean well, don’t get me wrong, but we are just bad at it. And so we continue to waste enormous amounts of money ... Read More »

Advertising 101 (Part 2)

Before we dive into the specifics of writing the perfect advertisement, I need to ask you a question.  What is the purpose of the ad?  If you don’t know what you are trying to accomplish with the ad, how will you know if you accomplished it or not?  Before answering those questions, let’s first consider the two basic types of ads. Indirect Response Advertising.  Indirect response ads are about creating general awareness of your name or brand, and the idea is that when a consumer needs your service, he will ... Read More »

Advertising 101 (Part 3)

So now that we’ve decided on direct response advertising as the “how”, we need to next identify the “who”.  This should be self-evident, but looking at advertising from agents around the country, I can assure you it’s not.  Who is your audience? In case you don’t know the answer to this simple question, let’s first think about the purpose of your advertising — to generate business.  If your sole purpose is to generate business, then your target audience should be the customer you want to attract.  Right?  Right. I’ve seen ... Read More »

Advertising 101 (Part 4)

Okay, so now that we know who our customers are, what they are looking for, and what motivates them to respond to our advertisements, we’re almost ready to talk about the advertisements themselves.  But first we need to cover developing our advertising budget, and put in place some “rules” that make sure that we stay within our advertising budget. Budgeting for advertising is probably one of the places where I see most agents go horribly wrong.  Either they spend way too much money on largely ineffective marketing or else, they ... Read More »

Advertising 101 (Part 5)

In the last part we covered developing your advertising budget and then translating it to a budget per lead.  Now I’ll show you how to calculate your cost per lead.  After you have your budget per lead and your cost per lead, it is easy to see which ideas are good and which ones are… well, not so good. Cost per lead.  When I teach this in a classroom setting, I am often amazed at just how many smart and experienced agents totally miss this concept.  Funny thing is that ... Read More »

Advertising 101 (Part 6)

Now it’s time to actually write our ad.  Before you dismiss this step as not important,  I would like to ask you a question: If the actual ad copy were not critically important, why is there an entire industry whose job is writing ad copy? You can have a great product or service, a great advertising budget, and even a great method of capturing the leads, but if nobody responds to your ad, you have nothing.  Well nothing but a lot of expenses. Your ad copy is probably the most ... Read More »

Advertising 101 (Part 7)

In this final installment I’m going to give you the key that will make you money: knowing how to test your results.  If you can’t test and measure your results, you can never make an intelligent and informed decision about various advertising ideas that come your way. In the 1980s when Lee Iacocca was CEO of Chrysler Corporation, he was asked about the millions of dollars that the company spent every year on advertising.  He said that he was convinced that half the money they spent on advertising was wasted. ... Read More »

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