Written By: Karen Deis
This article is NOT about what types of mortgage ads to place in your local homes magazines.
It's about how to do your research to make sure the highest number of people - at the lowest possible cost - read your ad. It's about avoiding the same mistakes I made.
If only I would have known what to do before I made all the mistakes and needlessly spent thousands of dollars in ads that never created any telephone traffic or worse - my friends, clients and prospects didn't even notice.
The way most of us make the decision to advertise in a particular homes/land/real estate magazine (you know, the ones in the grocery stores and gas stations) is that we see other mortgage company ads and think to ourselves - we need to be in the booklet too.
However - it's the case of the "blind leading the blind" because your competitors are thinking the same thing you are - with absolutely no idea of how many books are printed or where they are distributed; how ad placement affects the number of eyes that view your ad.
Before we get started, I must tell you that I do not believe that you get the biggest bang for your buck when you advertise in newspapers (even if it publishes a dedicated real estate section). It may have a circulation of 200,000. Ask yourself this question - how many people, on that particular day your ad runs, would be interested in getting a mortgage right then and there? Answer: very few!
This article is about how to make an educated decision on which real estate-related booklets are best for you to advertise in.
Even if you have an ad running right now, you may want to re-think which magazines you advertise in - especilly after you have read this article.
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