For the first time in over two decades, the Super Bowl included a commercial from a residential real estate company. Century 21 spent about $3.5 million on placement for its 30-second ad, which ran during the third quarter. Though most realtors cannot shell out that much cash, they can ride the coattails of this international realty to kick of their spring home selling season.
Spring is traditionally the busiest time of year for residential real estate transactions. It is never too early to begin planning the advertising campaign. Housing prices and mortgage rates are low and competition between realtors is stiff. Data from the National Association of Realtors and Fannie Mae indicates that 4.5 million residential transactions will take place during 2012. For realtors to get a piece of this, they must be aggressive.
Sell sheets are great for advertising available properties because they are durable, colorful, and offer printing space on two sides. Realtors can include a large picture of the front of the property and several smaller photos of the inside and backyard. Adding a high gloss UV coating protects the ink from fading so these printed pieces can be displayed in a rack outside the real estate office.
The Internet has become a powerful advertising tool for realtors. By tying printed pieces to the Web, realtors can provide a nearly unlimited amount of information. The realty website and a dedicated Web page for the listing can be included on sell sheets. Individuals interested in the property can read more about it online and search the site for other listings.
Home buyers want their experience to be as convenient as possible. Including tools like a mortgage calculator, glossary of real estate terms, and links to moving and utility companies gives the realty a competitive advantage. Between the printed advertisements and the website, consumers will receive all the information they need.