Business information written specifically for newspaper advertising departments

Utilizing Banner Ads

There are two angles for real estate advertising: either branding the agent/agency or advertising the property. It’s best to do these separately, as your message may get muddled.

Many people are reluctant to put a lot of time and effort into online marketing, particularly banner ads. They tend to focus on a direct response from click-through rates, when, in reality, people don’t often click on banner ads. However, there are still great advantages to banner ads. Not least of which is company visibility and branding exposure. There are two angles for real estate advertising: either branding the agent/agency or advertising the property. It’s best to do these separately, as your message may get muddled.

POSITION, POSITION, POSITION!

The location of a banner ad is integral to its performance. A consistent location will give a company repeated exposure, which will help solidify its name in a potential client’s mind. But don’t let banners get “stale”; use the same location, but keep rotating properties so the banner doesn’t just become another background image to the consumer.

Rules for placing your banner ad

  • Know your target.
  • Place ads on highly trafficked pages
  • The closer to the content/editorial, the better
  • Usually stick with the rule that a well-placed banner ad is “above the fold,” however, banners at the end of stories have also tested well.

HELPFUL TIPS FOR DESIGNING YOUR AD

The Headline
Designing an advertisement can be a difficult task. It needs to captivate the potential client, without looking like a gaudy eyesore that makes someone scared to click on it. One sure-fire way to get a consumer’s attention is through a well-crafted headline. The headline needs to be direct, meaningful, tasteful and benefit-oriented. It should be written with the interest of the reader in mind and offer a direct solution to their problem.

ONLINE ADVERTISING DON’Ts
Pierre, Trulia blog’s Manager Industry Relations, outlines five things not to do when designing a banner ad:
1. “I’m number one”
2. Bad spelling
3. Dated photos
4. Meaningless slogans, like “Because we REALLY care”
5. A personal photo bigger than the property

The Body Copy
Each word counts. As with print advertising, there is a limited amount of space to convey the message, and it needs to be descriptive and captivating. But there is a bit more freedom with online ads. As Pierre from Truliablog.com states, with online advertising, the conversation with the customer can continue after.  So the goal of the ad is to peak their interest enough to convince the client to follow up.

The body copy needs to be strong, focus on the benefits, and target the potential buyers and their lifestyle. Keep it simple and follow the A.I.D.A. format: attention, interest, desire and include a call to action.

Do you have an example of a creative, innovative or successful real estate online ad you’d like to share? If so, email us at editorial@ezadspro.com.