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Purpose of
Property Adverts
The purpose of any property advert is to acquire response
from the reader, and consequently result in a face-to-face meeting.
This meeting provides an opportunity for the advertiser to sell their
property. It must be highlighted, that advertising by itself does not
automatically sell the property, as with any product, it is people that
sell.
Understanding
the Differences
Property
advertising is slightly different from marketing other types of
products. One of the major differences is that potential buyers
actively search for these adverts. Therefore, the reader actively
seeks exposure to these advertisements, instead of being forced to
read and interpret marketing messages. This is good news for property
sellers, since it is more likely that buyers will find and pay
attention to your advert.
However, there are
times when market conditions change and it becomes increasingly harder
to attract property buyers. This could be a seasonal downturn (such as
summer and winter seasons) or could happen due to other factors, such
as interest rate changes. During these times, it becomes even more
important to design your property advert in such way, so that it
clearly stands out from the rest of its competitors and gets noticed
by potential buyers.
AIDA Model
The process of marketing and selling your property can be understood
easier by applying AIDA model, which has four components. These are
four stages of buyer’s behaviour, which must be accomplished
successfully in order for you to sell your property:
- Attention
- Interest
- Desire
- Action
The first step is
to catch potential buyer’s attention. Secondly, you must then create
an interest in your property. Thirdly, develop buyer’s desire to find
out more. Lastly, you need to achieve “action” on the part of the
buyer. This could mean contact with you (by email, telephone or
otherwise), followed by a visit to view your property, which will
ultimately lead to the offer and sale.
Next article will explore in some detail how to design property
adverts and how to achieve the most success. |