RISMedia's Real Estate Magazine

FEB 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

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RISMedia's REAL ESTATE February 2019 39 The situation leads many to believe that effective real estate advertising is harder than ever to pull off today. I don't buy it. When spent wisely, today's advertising dollar can be in - credibly effective. When armed with the right data and resources, today's savvy market - ers are able to provide the right mes- sages to the right audience at the right time. The key to it all is scale. Yes, a lot of challenges present themselves for those advertising on their own or without an infrastruc - ture. But for those organizations with the resources, broad-scale awareness, troves of data and tech - nology to pull it all together, it's game on. BROAD-SCALE AWARENESS. MICRO-TARGETING. As an individual agent, it's easy to budget a few dollars for Facebook ads each month and conduct some social marketing here and there. Af - ter all, you don't need a multimillion- dollar budget to advertise—but it certainly helps. For those who con - tribute to a larger budget, an entire new realm of highly effective adver - tising opens up. Take, for example, what we're able to do at RE/MAX. Through the collective buying power of the net - work, we're able to launch a mul- tifaceted, data-driven advertising campaign that reinforces broad- scale awareness, and, at the same time, empowers agents to more ef - fectively connect with consumers with a consistent message in their local markets. Drilling down further, this year, RE/MAX is offering an innovative tool—the first of its kind in the in - dustry—that enables agents to cre- ate custom, 15-second videos with just a few clicks. The videos take the concepts and imagery from the multimillion-dollar "The Sign of a RE/MAX Agent" campaign and com - bines them with an agent's personal touches and messaging. The videos are perfect for sharing on social media or posting on agent websites. And since the videos are extremely simple to create, agents can easily generate different ones for specific audiences and social channels. The best part? Thanks to collective buying power, this re - source is available at no added cost to RE/MAX agents and offices. Another bonus of big-brand adver - tising is that it eliminates the need for an introduction. When you're aligned with a major player (such as one that leads the industry in un - aided brand awareness), you can fo- cus on demonstrating your personal value, driving leads and generating business, rather than explaining who you are. In today's world, throwing mes - sages into the wind and seeing what lands simply doesn't cut it. The most effective advertising le - verages the power of infrastructure and scale. Here you'll find the sweet spot, where well-researched, target - ed messaging meets widespread awareness, and discover the key for busting through the noise and mak - ing meaningful connections with consumers. RE Adam Contos is CEO of RE/MAX, LLC. For more information, visit www.remax.com. {Business Building} The Sweet Spot of Advertising: When Broad Awareness Meets Micro-Targeting by Adam Contos I t can seem like a tough time for advertisers today. To effectively promote a business, you need to bust through a lot of noise and clutter, of course, but you must also contend with ad blockers and other commercial-skipping technology. Then there's another challenge for our industry: being able to actively target people looking to buy or sell while also building an awareness among those in between home sales.

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