Term
| Institutional advertising |
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Definition
(sometimes called corporate advertising) attempts to establish a positive image of the company, its services and its reputation in the minds of the public. This form of advertising aims at increasing sales by informing the public of the company's capabilities.
In addition, groups of brokers may engage in this form of advertising (and share the costs) in an attempt to raise the public's overall opinion of the real estate industry. |
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| s directed toward the particular properties a company has for sale. With this form of advertising, one firm's ads are in direct competition with the ads of other firms. |
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| A time-tested method for writing good advertising is referred to as the "AIDA" standard. AIDA is an acronym for |
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Definition
Attention
Interest
Desire
Action
If you want your ads to get results, they must capture the reader's attention, arouse interest in your product, create a desire for the product and then prompt the reader to action. |
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Definition
If you have succeeded in generating attention, interest and desire, your ad should result in the readers taking action. An action that you want a reader to take includes:
Calling you or your office
E-mailing you or your office
Visiting your office
Visiting your website
Attending an open house |
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| Name and define the two forms of advertising. |
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Definition
Institutional advertising attempts to establish a positive image of the company, its services and its reputation in the minds of the public.
Product advertising is directed toward the particular properties a company has for sale. |
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| Explain the method used to write good advertising. |
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Definition
| The AIDA standard says that if you want your ads to get results, they must capture the reader's Attention, arouse Interest in your product, create a Desire for the product and then prompt the reader to Action. |
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| What is important to remember about capturing the reader's attention? |
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| This is the most critical step. If you don't capture the attention, you can't deliver the message. |
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| What do many firms do to avoid confusion with their advertising plan? |
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| Many firms choose to have a single person in the office in charge of watching advertising costs, controlling volume, scheduling the advertising that meets the objectives, compiling advertising data and evaluating the effectiveness of the ads placed. |
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| Any ad that does not identify the advertiser as a broker is known as a blind ad. The only exception to this rule is a licensee advertising his or her own property that is not listed with the broker. Blind ads are illegal in many states. |
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| Not really an "ad" per se, a press release is free advertising. Many of the stories in the real estate section of the paper are adapted from press releases. This is a real plus for the company that is the subject of the article, since readers tend to be much more impressed with a news story that showcases the expertise of the firm than an ad written by the firm itself. |
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| Once you have built up a list of prospects who have shared their e-mail addresses with you (from visitor responses to your internet site and other sources), you can prepare and implement a direct e-mail campaign. It costs nothing to send e-mail and you can customize your message to include photos and sound. You can be creative with the message so your ad stands out, but don't go overboard with the "bells and whistles" or you'll lose the audience. It's just as easy to hit the "delete" key as it is to toss a postcard or brochure in the waste can. |
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| Many firms use gifts, such as pens, pencils, notepads, magnets, calendars and key chains, imprinted with the company name and logo or a licensee's name to give away to consumers. These "giveaways" can be distributed at business or social events, trade shows, open houses or when going door-to-door. They are also great as gifts to former clients, to help keep your name fresh in their minds. |
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| What is the difference between classified ads and display ads? |
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Definition
Classified ads are inexpensive, contain words only and are printed in the classified section of the paper.
Display ads are expensive, can contain words, pictures and graphics and are printed outside the classified section of the paper. |
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| Why is television becoming a more common advertising venue? |
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Definition
| Many cable stations now run "community bulletin boards" that advertise items for sale, including real estate. Also, "home showcase" programs are becoming more common on the cable networks. |
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Term
| List three types of web pages that are commonly found on real estate websites. |
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Definition
Current listings
Sold listings
Information for buyers |
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Term
| bait-and-switch advertising |
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Definition
Truth in Lending prohibits what's called bait-and-switch advertising. Bait-and-switch in financing is the practice of advertising credit terms that are not actually available just to attract potential buyers into the financial institution.
With regard to property ads, bait-and-switch is doing advertising for a property that a licensee doesn't intend to sell or that is no longer available for sale or lease in order to attract buyers or tenants for other properties the licensee has for sale or lease.
This type of advertising is a federal offense. |
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Term
true or false:For example, the name Roselawn Catholic Home or a picture of a cross could imply a preference for someone of that religion.
However, if the licensee uses a disclaimer in the ad - such as the statement "This Home does not discriminate on the basis of race, color, religion, national origin, sex, handicap or familial status" - it will not be considered discriminatory advertising. |
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true or false:A licensee could also describe in an ad the conduct that is required of residents without it being viewed as discriminatory.
For example, a licensee could use the phrases non-smoking or sober. |
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true or false: Use the Equal Opportunity logo or slogan in all of your advertising.
In addition, a broker should have the Equal Opportunity Poster displayed prominently in all of his or her offices. Click on the link below to see a copy of the poster. |
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The Federal Communications Commission provides a list of phone numbers of consumers who do not want to the contacted by telemarketers, including real estate licensees.
Enforced by FTC, FCC and state officials |
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| true or false:rokerage companies must have a Do Not Call policy, even if they do not engage in cold calling, and must maintain an updated list (every 31 days), downloaded from the FTC’s website, and must add any name of consumers contacted who are not on the list but who request no further phone calls. |
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Definition
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Term
| Exemptions to the DNC law: |
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Definition
Political organizations
Charities
Telephone surveyors
Established business relationships
May call a consumer with whom a company has an established business relationship for up to 18 months after consumer’s last purchase, delivery, or payment, even if the consumer is on DNC registry.
May call up to 3 months after a consumer makes an inquiry or submits an application to the company
May call if the consumer gives written permission to call
If a consumer asks not to be called, no person in the company may call even if an established business relationship exists. |
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Term
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Definition
addresses requirements for sending commercial e-mails
Bans false or misleading information
Prohibits deceptive subject lines
E-mail must include an opt-out method
Commercial e-mail must be identified as an ad and include sender’s physical postal address
Fines: There are substantial fines for each email sent
Remember that e-mail recipients MUST HAVE AN OPT-OUT METHOD of unsubscribing. |
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Term
| What is bait-and-switch advertising? |
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Definition
| Bait-and-switch is advertising property or credit terms for a property that an agent doesn't intend to sell or that is actually not available just to attract buyers for other properties the agent has for sale. |
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| Why is it not prudent to describe buyers in ad copy? |
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Definition
| If a licensee uses words that describe current residents or the neighborhood in racial terms, he or she will create liability for discriminatory advertising. |
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| Give four examples of words or phrases that would be considered discriminatory, and three that would not, with regard to handicap when writing an ad. |
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Definition
Discriminatory- no wheelchairs, able-bodied persons only, no deaf, or no handicapped parking
Non-discriminatory - fourth-floor walk-up, walk-in closets, wheelchair ramp |
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| How would you avoid the impression of racial steering when doing newspaper advertising? |
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Definition
| Use a wide variety of newspapers and not just a particular neighborhood's weekly newspaper. |
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