advertising budget

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 […]

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 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… […]

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 […]

Advertising Made Easy

Let’s face it — we all know that much of what we spend our marketing dollars on is a complete waste of money.  And what’s worse is our advertising amounts to the single biggest expense we have as agents — as much as 20% of GCI or gross commission income!  That means if you gross […]

The Science of Online Marketing (Part 1)

In June 2002 I got my real estate license and embarked on a brand  new career — selling houses!  I was excited.  I studied everything I could find.  I took classes.  I read dozens of books on real estate practice.  I couldn’t wait… and then nothing happened. Don’t get me wrong — I did all […]