{"id":76,"date":"2006-12-15T00:17:22","date_gmt":"2006-12-15T08:17:22","guid":{"rendered":"http:\/\/www.vopenhouse.ca\/blog\/76\/how-effective-are-real-estate-print-ads-get-feedback\/"},"modified":"2006-12-15T00:17:22","modified_gmt":"2006-12-15T08:17:22","slug":"how-effective-are-real-estate-print-ads-get-feedback","status":"publish","type":"post","link":"http:\/\/www.vopenhouse.ca\/blog\/76\/how-effective-are-real-estate-print-ads-get-feedback\/","title":{"rendered":"How Effective Are Real Estate Print Ads? Get Feedback"},"content":{"rendered":"

My previous blog on\u00c2\u00a0website logs and statistics has generated some interesting discussion at our office.\u00c2\u00a0 It seems that I may have inadvertently overlooked\u00c2\u00a0some methods\u00c2\u00a0to\u00c2\u00a0generate feedback to assist in the determination of the effectiveness of real estate print advertising.\u00c2\u00a0<\/p>\n

These suggestions may seem simplistic but they do offer the advertisee a chance to determine where\u00c2\u00a0a phone call, email or website visit originated from.\u00c2\u00a0 I am assuming that a real estate advertisement is placed in hopes that the ad will inspire the reader to place a phone call, send an email or visit a website.\u00c2\u00a0 My first suggestion >> Use unique phone numbers, email addresses and websites for each publication that is advertised in.\u00c2\u00a0<\/p>\n

For example, if you have an ad in Westender Magazine, set up an email address that identifies the origin.\u00c2\u00a0\u00c2\u00a0By using\u00c2\u00a0wemag@realtorwebsite.ca<\/a>\u00c2\u00a0in the contact info\u00c2\u00a0specifically for WE Magazine ads\u00c2\u00a0only, this will allow you to “count” the number of emails that were generated by ads\u00c2\u00a0in that particular\u00c2\u00a0magazine.\u00c2\u00a0\u00c2\u00a0The same method can be applied to phone numbers and websites.\u00c2\u00a0 Getting an additional phone\u00c2\u00a0number is as simple as signing up for another cell phone or\u00c2\u00a0setting up a distinct ring for a second phone number on any land\u00c2\u00a0line.\u00c2\u00a0 At first, this may seem like an unreasonable solution but the reality is that the\u00c2\u00a0costs\u00c2\u00a0of these services\u00c2\u00a0should amount to less than $20 per month, a\u00c2\u00a0small price to pay\u00c2\u00a0to\u00c2\u00a0determine the effectiveness of your advertising dollars.\u00c2\u00a0<\/p>\n

Many realtors also have more than 1 domain name.\u00c2\u00a0 Though they may have\u00c2\u00a0a specific\u00c2\u00a0website that is the focus of their marketing efforts, any additional website addresses could be used for advertising on specific publications.\u00c2\u00a0 Again, the costs of aquiring additional domain names are minimal in comparison to the price of advertising.\u00c2\u00a0 By using\u00c2\u00a0unique contact information for each publication, it becomes possible to determine the origin of\u00c2\u00a0each contact.<\/p>\n

A second approach is to offer an incentive\u00c2\u00a0or special offer to determine which publication they may have been exposed to.\u00c2\u00a0 For example, by mentioning this ad,\u00c2\u00a0you will\u00c2\u00a0receive a free home evaluation or $1000 when I sell your house.\u00c2\u00a0 The challenge using this scenario is to determine the effectiveness\u00c2\u00a0of the ad in comparison to\u00c2\u00a0the\u00c2\u00a0strength of the incentive.\u00c2\u00a0<\/p>\n

Unlike web stats, the accuracy of the results are somewhat suspect due to the simplistic approach to this unique problem.\u00c2\u00a0 The irony of trying to\u00c2\u00a0measure\u00c2\u00a0the effectiveness of print ads is that the collection\u00c2\u00a0of those results actually employ the technology that is making print-based advertising obsolete.\u00c2\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

My previous blog on\u00c2\u00a0website logs and statistics has generated some interesting discussion at our office.\u00c2\u00a0 It seems that I may have inadvertently overlooked\u00c2\u00a0some methods\u00c2\u00a0to\u00c2\u00a0generate feedback to assist in the determination of the effectiveness of real estate print advertising.\u00c2\u00a0 These suggestions may seem simplistic but they do offer the advertisee a chance to determine where\u00c2\u00a0a phone […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"_links":{"self":[{"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/posts\/76"}],"collection":[{"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/comments?post=76"}],"version-history":[{"count":0,"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/posts\/76\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/media?parent=76"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/categories?post=76"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.vopenhouse.ca\/blog\/wp-json\/wp\/v2\/tags?post=76"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}