Any realtor, especially at the beginning of his career, asks himself the question: how to find clients? The most effective methods are monitoring online sites with advertising from owners, viewing a database of real estate properties, and posting advertisements. But this is the 21st century. Does anyone else really look at these notice boards and read what is written on them?!
Proper posting of advertisements
Posting advertisements for a realtor, what is the effectiveness?
It has been proven that posting advertisements or leaflets is the most proven and still effective way to attract new customers. But for this to work, you need to know a few secrets:
- What types of advertisements are there: types and formats;
- Selling text of the leaflet;
- Proper posting: where and when.
Realtor advertisements for posting, all types
Leaflet formats may vary. The most common are A5 and A6. The leaflet may be in color. Typically, white paper with black text on it is used. To make your ad stand out, you can use your imagination - print the headline in color, the rest of the text in black, or use colored paper. The brighter it is, the more attention will be paid to it.
Example of an advertisement posted - urgent purchase of an apartment
Templates for posting advertisements for realtors
There are several rules, following which you can create a selling text, thereby increasing the number of calls based on the leaflet.
- There should be little text and its content should be written in simple language;
- Use the words: Urgent, Attention, Buy for cash, Owner, etc.;
- The text font must be large so that it can be easily read from a distance of four meters;
- The leaflet should evoke emotions. An ad that pleases the author himself will appeal to many others.
On the Internet you can find a huge number of sites with developed templates for every taste, as well as many ready-made leaflets, the ideas of which can be used to create your own.
Realtor Posting: 5 Basic Rules for Maximum Results
Yuri Gallyamov November 26, 2021 For an agent
Hello, dear colleagues and friends!
How can we talk about posting advertisements by a realtor in the 21st century? How effective is this method of finding clients today?
I want to talk about this because there are a lot of questions and opinions on this topic.
Like any other way of finding clients, posting to some realtors gives a constant flow of new clients (10-15% conversion), while for others it simply takes up working time and does not produce any results. What is the fundamental difference between them?
Let's figure it out.
Do what everyone else does and get zero results
When I talk about success, I understand how important it is to do the opposite. Not like everyone else
Many inexperienced realtors are engaged in posting advertisements for the sale, exchange, purchase of objects, and try to sell realtor services through posting.
All this often happens as if in a dream. That is, not only does the agent not realize what, where, when it needs to be glued and whether it is necessary at all.
He doesn't understand what's really going on. Because at this moment he is simply sleeping. No, not at home in a cozy bed. He simply “works” without regaining consciousness. The manager said, “Go and hang out!”, so he went... The result, you understand, will certainly be there. But not his, and not at all the one that will please him.
"So what? - he will say, - still they start with this...
No, my friends. It’s not worth “starting” like that. Why not? Because first you need to understand the very simple and basic rules of posting advertisements.
Let's talk about this.
But first, I want to immediately identify the main mistakes of realtors, which sharply reduce the results of this method of searching for potential customers:
- a long and uninteresting text that cannot be read from a distance of 2 meters or more, and even if a person sees it when he comes closer, he simply will not read it - there is too much text
- you don't like your ad (no creativity)
- wrong place and time of placement
- the appeal in the message is not interesting to the potential customer
- standard, computer-typed text (like 90% of your competitors)
- the ad specifies a non-existent object/subject
So here it is. These are the 6 main reasons for poor call conversion. If at least one of them is allowed in your work, then I can congratulate you - today is your day!
Because right now, you will learn how to increase your conversion on calls from posting several times. It's easy to do. If only you had such an intention.
Announcement text
1. I recommend making it as short as a pistol shot, without water and details. Why is that?
- firstly, it will convey the essence of your appeal to the person
- secondly, the person will want to call to find out more details
2. You can compose the text using AIDA, this will allow you to get the maximum result in the number of calls, because that’s the goal, isn’t it?
As you already understand, the leaflet is created according to the same rules that I described in the article “Breaking the Myth about Realtor Scripts and Cold Calls.” You can see an example of the text below.
3. Be sure to use large font, it will be visible from a distance of 2-4 meters (will attract attention)
Make a creative flyer
One of the reasons why my team always received the best conversion on calls from posting is that each realtor created a creative ad that they themselves would be happy to call.
When you create something that you like, there will always be people who will buy your product
How to do it? Very simple. Create 3-5 leaflet options that will “blow” your mind and choose the best one. If you don’t have a lot of practice in posting yet, consult with your supervisor on this topic or write to me by email.
Time and place of placement
According to the experience of my agents, colleagues and my personal, the best time for posting is from 15.00 to 18.00, when all the janitors have already finished work and will not be able to disrupt your ads until tomorrow morning. But, there is enough time for you so that a potential customer returning home can see your creation when approaching the entrance of the house.
Yes, regarding the location - ideal - residential areas of the city.
I recommend mounting the ad at eye level, next to the intercom at the entrance. Surely, everyone knows how to prepare pasting, so I won’t focus on this.
I will only say that Moscow realtors, as a rule, use A4 sheets cut into 4 parts and then folded into a stack of 100-150 advertisements with adhesive tape. Very comfortably!
However, some use glue instead of tape, but the downside is that then traces of glue remain on the wall, which can cause a violent reaction from “grateful residents.”
The appeal in the message must be made simple and accessible to the client
Very important!
If your goal is to get the maximum number of calls, then make a simple announcement about the sale or purchase of an object. Leaflets about exchange, realtor services, traveling, etc. will not give you high conversion, friends. Although, of course, this is just my opinion, and the choice is always yours.
Write the text with a pen or felt-tip pen and be in a great mood
This is clearly not for everyone. Because now there will be a little mysticism and esotericism.
In a nutshell, an ad written by hand receives calls several times more often than a printed one. For two reasons:
- a handmade product always sells more expensive (it is alive, you put your soul into it)
- your mood is transmitted to those people who see the ad and the likelihood of calling increases
Of course not! Friends, I do not encourage you to write every ad by hand. Although... I haven’t tried it, maybe then the conversion will be close to 100%? By the way, whoever tries it, then share your experience, okay?
Correct realtor advertisement sample for posting
Leaflet for buying an apartment: clearly indicate who wants to buy and what exactly? For example: “A married couple wants to purchase a renovated 2-room apartment.”
Leaflet for the sale of an apartment: a potential buyer, after reading the ad, should draw a clear picture and already have at least some idea about the apartment for sale. It is advisable to use a photo. For example: “I urgently sell a 1-room apartment in a new building on the 6th floor, with a luxurious renovation.”
- Leaflet for selling services: the main thing that should be contained in such an advertisement is the USP (unique selling proposition), unlike other market offers. Why should a client call here?
For example: “Assistance in collecting all the papers for the sale of an apartment. Free consultation on the Mortgage lending program." Indicate your phone number, office address and website name (if any).
Leaflet for housing exchange: an object that is available is offered. For example: “I’ll exchange a 2-room apartment on the 5th floor for a 3-room apartment (maybe the top floor).”
If there are no real objects yet, there are two options:
- indicate the object of a colleague, having previously agreed on a partial remuneration;
- Post 2 types of exchange ads, but in different areas. The first leaflet will contain the text: “I am changing a 2-room apartment to a one-room apartment.” And in the second leaflet: “I am changing a one-room apartment to a 2-room apartment.” All that remains is to introduce the two owners to each other.
Exchange-sale leaflet (listing): this advertisement simply provides a list of apartments with a brief description.
For example:
“Sale/exchange of apartments –
1. 3 rooms, 5 floors, 72 sq.m. Very good condition
2. 1 room, 10 floors, 38 sq.m., without renovation
3. 2 rooms, 1 floor, 54 sq.m., in good condition,” etc.
Who will respond to such advertising?
An owner who liked an apartment from the list and wants to exchange his home for this option. Even if in the end he refuses such a deal, he has contacts, his desires are known - other possible options can be offered.
Buyer with cash or with an approved mortgage from the bank.
Posting advertisements on specialized boards at entrances
Why do realtors post advertisements and flyers on our porches?
Ad Templates
Let's look at this ad option as an example.
- reduce space for selling text
— make sticking up less convenient
— the appearance of the ad is not neat
— with a high degree of probability, the entire ad will be torn off by tearing off one piece of paper
— ads will cost more because there will be additional cutting and difficulty in placement.
Most advertisers have already abandoned this feature in their ads.
2 Text size - this ad contains a lot of small text, which most likely no one will read. A person who is interested in the offer will call the specified number and clarify the information. It’s worse if a person doesn’t pay attention to your ad at all because it didn’t attract his attention.
3. Small phone number on a dark background. Avoid a lot of numerical information. If you placed an ad in St. Petersburg, it is clear that the city code is 812.
Write in the language of benefits
The main message that your text should convey to the reader is the benefit that he will receive by responding to your offer. For example, you are selling a nice apartment with a good renovation. And when composing an advertisement, you write “Apartment for sale with good repairs.”
But is good repair an advantage in this case? No. In this context, this factor is perceived only as another characteristic of the object. The benefit in this case can be the price (if similar apartments in this price category cannot boast of renovations), as well as time savings (you can move into the apartment immediately after purchase).
Realtor advertisements, posting and formats
First, let's define the types of advertisements for posting, and then we will analyze each in detail:
- Sales of services;
- Apartment purchase;
- Selling an apartment;
- Exchange of living space;
- Listing (list of objects for exchange and sale).
What kind of advertisements should I post?
Depending on what task is a higher priority for you now - selling a client’s apartment or finding him an option in a certain area of the city - you post a certain type of ad.
Moreover, for sale, glue in the area where the apartment for sale is located; when buying, naturally in the area where the client is looking for an apartment. There is a third option - you do not have a single object for sale or selection. Glue it anyway!
This means you will tell callers that you have a client who wants to buy an apartment or who is selling it. And you won’t prevaricate - this is important! Because lies are always detected by your voice.
What to do if you don’t have your own objects yet?
There are two working options! First : ask more experienced realtors to “lend” you their properties or buyers. Those. You find clients for the properties of your colleagues and they share their delta with you.
Of course, you agree on this in advance and you should always know which of your colleagues in which area is selling or looking for an apartment for their client. And for this you need to have a diary and not sleep during meetings.
Second : you post “Exchange” ads in two areas of the city. In the first area the heading is “I am changing a 1-room apartment for a 2-room apartment” (as if you have a 1-room apartment for sale), and in the second area “I am changing a 2-room apartment for a 1-room apartment”, as if you are offering a two-room apartment. You receive calls from sellers of 1-2-room properties and bring them together.
In this case, you don’t need to ask anyone, act independently and uncompromisingly!
From practice: how realtors find owners
Tips for posting advertisements
It is better to put it up before or after lunch (from 14.00 to 17.00), when diligent wipers have already worked. Good day - Friday.
It is advisable to glue strictly in the places designated for this, in order to avoid fines (after all, you can be easily found by phone number).
Posting places:
- entrances;
- shopping centers;
- public transport stops;
- hospital campuses.
It is more effective to place advertisements at chest level or slightly lower, because most Russians walk with their heads down, and if you place the advertisement, as you think is good, at eye level, then there is a risk that only a janitor will notice it and quickly throw it in the trash bag.
In order not to spend a lot of time on sticking up, combine it with other events: go to a viewing - stick it up, go to a show - stick it up, etc.
Advertisement for the purchase of an apartment from a realtor
For sellers, you create advertisements with the text, “A young couple will buy themselves a 1-room cozy apartment on the middle floor to live in, renovations do not matter. We have a mortgage."
By the way, you can register any buyers, for example:
- a serviceman will buy an apartment;
- the organization will purchase real estate in your area for its employees;
- etc
Advertisements for apartment exchange from a realtor
Exchange, the text is something like this: “I am changing a 1-room apartment on the middle floor to a 2-room apartment (top floor is possible)”
Naturally, you offer a one-room apartment that you already have in your work for a 2-3-room living space for the client you are looking for. If you don’t have your own objects yet, then read the recommendations below. In addition to the text, in the ad you place a photo of the house where the one-room apartment is located.
Good to know: how to properly sell apartments to a realtor
Realtor's announcement about the sale of real estate
How to write an advertisement for a realtor about the sale of a home, sample text, type of format and places for posting.
Sample text: “I am selling into good hands a wonderful 2-room apartment on the 5th floor, recently renovated, due to relocation. A mortgage will do.” Together with the text, we place a photo of the house, indicate contacts (name, mobile number).
Ad format A5 (horizontally).
When forming the text, you must understand that the potential client has not seen the housing that you have seen, so try to briefly and succinctly convey your impressions and emotions about the property.
Ads with the listing "Sale or exchange"
Listing or advertisement “exchange-sale” with the text: “I am exchanging or selling apartments ready for sale (hereinafter the list).” We indicate contacts: name, phone number.
Who will call on such an ad?:
- a seller who wants to exchange his option for yours from the list. You meet with him, look at his property, offer yours. if it doesn’t suit him, take his object into work and continue to offer him new objects that suit his needs;
- the buyer comes with money (for example, a mortgage) and you show him your property.
Advertisements for realtor services when posted in the area
According to the offer (further in 2 lines details about the service). Office address, phone number, website, your name.
An advertisement for intermediary services must contain:
- USP;
- Your advantages or differentiation from your competitors;
- Description of what you offer;
- Location;
- Contacts.
USP - Unique Selling Proposition, a brief and logical justification of the client’s need for your services and advantages over competitors’ offers. contains compelling reasons why the mediation service should be ordered from you. Used wherever sales are needed.
The size of the USP is literally 5-6 words that will hook your client, then a list of services and contacts.
Ad format:
We place the text both horizontally and vertically. You will not be able to test for an effective format, because... This is not contextual advertising that allows you to conduct tests, so we act with confidence.
Additional topics and headings for service announcements:
- free consultations on choosing a mortgage loan;
- free lectures “How to buy an apartment”, “How to sell real estate”, “How to exchange an apartment”.
The purpose of the consultations: to make it clear that conducting a sale or exchange transaction is not like going to Auchan; it requires a clear understanding of what you are doing at each stage and what consequences to expect. In general, the listener should have a desire to delegate to you the authority to sell, buy or select housing.
Conduct consultations in the office, but not on those days when you are on call for incoming calls. And make sure in advance that you have a room for consultations.
How to write sales advertisements for a realtor? I understand perfectly well that we are not born marketers and often we have neither the time nor the energy to learn modern professions. In this case, it is possible to find those who can help us.
If you doubt that you have a selling ad that is 100% working, you can order the services of a copywriter who writes selling texts, he will edit your text and make the ad actually selling a service, an apartment, and anything else that is suitable. You can find a performer on the freelance exchange.
If it is difficult for you to understand, then upon request I will write detailed instructions on how to work with copywriters.
Posting flyers and announcements
Proper posting of realtor advertisements includes several aspects. First, you need to understand what is the main task for the near future - selling an apartment or buying it? When selling, the location of the property is taken into account for posting leaflets. And when purchasing an apartment, the client’s desired area of residence is taken into account.
In terms of time, it is best to post advertisements on weekdays after 15.00, because... The janitors have already finished their work and will not be able to tear off the leaflet until the morning. And on weekends you can glue at any time. The best day is Friday, so the life of the leaflet is extended until Monday morning.
- It is necessary to glue strictly in special places, otherwise it may turn into an unpleasant story and end with the payment of a fine.
97% of realtors face these problems:
“We advertise, but there are few clients”
The first mistake that most realtors make is posting identical ads. In fact, it is enough to use simple templates and techniques that even an eighth grader can master in order to receive a huge number of clients.
“Only tourists call who don’t buy anything”
The ad you wrote is like a sign on a store. With the help of an ad, you can attract completely different clients: men or women, discount lovers or respectable buyers. Very often, advertisements give a lot of responses, but few sales, due to the fact that they are designed for “onlookers” and not for real clients with money.
“The owner does not want to raise the commission percentage”
It’s a standard problem; it’s not profitable for the owner to raise the percentage for agents who don’t sell much. As soon as you start selling more (Due to competently attracting clients), then you can raise the percentage of the commission, we give step-by-step diagrams on how to do this.
Where can I post advertisements?
Advertisements can be posted:
- On boards at entrances;
- At public transport stops;
- In areas with high traffic (shopping centers, clinics, hospitals).
The best location for stickers is at eye level. It is more likely that the ad will be read. But if this is not possible, it doesn’t matter. After all, if all the rules for composing an advertisement are followed, then this leaflet will not go unnoticed.
Read on the topic: Killer advertising for a real estate agency Advertising real estate on the Internet and social networks How to photograph an apartment for sale
How can a realtor create a sales flyer?
Of course, if a person does not know the basics of marketing and does not have time to study this topic, it will be difficult for him to write a selling text himself. In such cases, you can contact a specialist, namely a copywriter. An experienced copywriter will make amendments to the finished text, finalize it, and the ad will become much more effective in the field of sales of services or objects.
We will not claim that everything written above is 100% calls based on an ad created in this way. Russia is a huge country and each region or region has its own working text. You need to find your own approach. He who seeks will find!
