Advertising and Promotion
Updated August 29, 2007
The best advertising and public relations program will yield no results if the Realtor
in charge of a client does not do his/her job. Namely, in order to produce results,
a good realtor must:
- Take the time to understand the client’s specific needs
- Be knowledgeable of the property represented
- Be clear, factual and truthful with the client…It may involve,
at times, telling the client what he/she may not like to hear; but accuracy and
truthfulness are the ultimate services we can render to a client
- Follow-up weekly, or more frequently, with prospective buyers
- Keep sellers informed as often as he/she desires (ask the client if he/she wants
feedback weekly, twice a month, etc.)
1. Advertising by “WEICHERT, REALTORS®”
– Anchor
“WEICHERT, REALTORS® - Anchor” works toward
a balanced advertising program designed to maximize the number of inquiries and
potential leads for every dollar spent. This strategy utilizes a variety of advertising
and marketing media, seeking customers and clients for the short and long terms.
Television
WCTV channel 6
Market area coverage: S. Georgia/Tallahassee/Crawfordville/ Carrabelle. WCTV is
the channel with largest market share in its viewing area. It is the dominant force
for local news. Most of our commercials are run during prime time local news.
Commercials ran from March 2006 through May 2007 during prime time, 5x per week.
More advertising is planned for the fall 2007.
Internet
www.anchorFL.com –
Company main website + web address
www.florida-beach.com
– Company main website, accessed via our previously advertised main address
(from 1999 through 2005)
www.fla-beach.com –
Company main website, accessed via our original URL advertised from 1995 until 1999
www.anchortallahassee.com
– The website of Anchor Tallahassee advertised since 2004
www.realtor.com – The
Real Estate website with the most traffic worldwide. It belongs to the National
Association of Realtors. Multiple Listing Service (MLS) information and contact
information are displayed. Individual Realtors may pay extra in order for their
listings to be featured with prominence
www.forgottencoastrealtors.org
– Belongs to the Realtors Association of Franklin and Southern Gulf Counties.
Shared public and member website displaying all members’ MLS listings. Realtors
can upgrade in order to provide increased exposure of their listings to the public
www.rafsg.com – Same website
as above, but from a different point of entry
www.TBRnet.org – Belongs
to the Tallahassee Board of Realtors. Displays all members’ MLS listings
www.relohomesearch.com
– Company paid membership; RELO, now operating as “Leading Real Estate
Companies of the World”, is the leading relocation and referral company in
the world, providing lead referrals to its members. Over $400 billion in real estate
sales per year
www.homes.com – Individual
membership by Realtors; it is elective, but suggested, for each agent. One of the
main search engines for real estate
www.tallahassee.com –
Website belonging to the Tallahassee Democrat. “WEICHERT, REALTORS® -
Anchor” pays for top placement of its listings when viewers search for real
estate
www.trulia.com – all
of our listings are featured on this well viewed site
www.zillow.com – Website
with the purpose of assessing property values; also offers a popular “Buy
Me Now” option. Individual Realtors may show presence throughout this site
for their active listings
www.stgeorgeinn.com –
Website of the well-known St. George Island Hotel since 1999. Its only link to real
estate is through Weichert Realtors® - Anchor
Billboards
Tallahassee Regional Airport - Main entrance to gates
Panama City Regional Airport - Main entrance to gates
Tallahassee, Capital Circle northeast - northbound
Tallahassee, Capital Circle southwest - southbound
Eastpoint, on Island Drive leading onto St George Island - southbound
C-30, between Apalachicola and Cape San Blas - westbound
Carrabelle, Hwy. 98 – westbound
Vehicles and Roadside signs
1 bus with four sided WEICHERT markings
1 pick-up truck with four sided WEICHERT markings
9 real estate offices with substantial highway signage: Tallahassee, Carrabelle,
St. George Island/Franklin Blvd., St. George Island/Gulf Beach Dr., Apalachicola,
Simmons Bayou, Cape San Blas, St. Joe Beach, Lynn Haven
1250 yellow WEICHERT real estate signs: standard size, 4x4, 4x8
12 Magnetic vehicle signs: Gordon Adkins, Paulette Cleare, Tom Guilday,
Lilly Manns
80 WEICHERT name tags (which should be) worn daily by all WEICHERT Realtors and
Management
Print Media
The Coastline Shopping Guide - monthly: one page
Tallahassee Democrat - weekly: Open Houses are advertised in the Real Estate section
of the Sunday Edition
The Real Estate Book - Coastal Edition - monthly: 2 pages promoting Paulette Cleare’s
listings and Carrabelle Realtors’ listings (at Realtors’ expense)
The Real Estate Book - Tallahassee Edition - monthly: back cover.
Tallahassee Symphony: one page in season’s program (06-07)
Telephone Book, Coastal Edition (current 2007; and already contracted for 2008):
spine and front cover; both ads show telephone numbers of all offices and website.
This is in addition to the white pages advertisements for each city and in addition
to the yellow pages
Open Houses
On an average week, “Weichert Realtors® - Anchor’s” Realtors
stage between 8 and 10 open houses. Each open house brings in an average of 7 groups
of prospects. Consequently, an average of up to 70 prospects per week are met, thanks
to this great program. Research indicates that 40% of visitors to an open house
end up buying within 6 months. Consequently, a single open house with an average
of 7 visitors should yield 2.8 buyers within the next six months, if followed
up consistently and efficiently by the Realtor hosting the open house.
This number may include referrals to other markets. For any Realtor who runs one
open house every other week, the following results should ensue at the end of the
first year:
No less than 36 contracts-for-sale-and-purchase or successful referrals
Up to 53 contracts-for-sale-and-purchase or successful referrals
Exotic Promotions
One 24-seat bus, which can be utilized for prospective buyers or for charitable
causes
One 6-seat executive van, which can be utilized for prospective buyers
Foreign languages spoken fluently by Realtors: French, German, Spanish
Commercial
www.ccim.com – For commercial
listings. The Certified Commercial Investment Manager (CCIM) network is the largest
group in the nation of professionals specializing in the sale of commercial properties.
Olivier Monod, our broker, has the CCIM certification and is a member of the CCIM
Institute of Florida
www.loopnet.com – Commercial
website featuring our listings
Leading Real Estate Companies of the World
LeadingRE is superior to Re/Max, Century 21, Coldwell
Banker and Prudential in real estate sold
660 worldwide companies in the network
120,000 sales associates worldwide
Annual sales volume of over $380 billion, beating out Re/Max ($314 billion), Coldwell
Banker ($260 billion), Century 21 ($202 billion), and Prudential ($132 billion)
Has 6 of the top 10 worldwide firms and 45 of the top 100 in the United States
Member firms encompass 24 countries
LeadingRE affiliates hold the number one or number two market share position
in over two-thirds of the top 80 markets in the United States
Sells 20% of the $1 million plus homes. More than any other organization
MLS and Trade Associations
Realtors’ Associations and MLS: We are members of four Realtor Associations:
“Franklin and Southern Gulf”, “Tallahassee”, “Bay”
and “Chipola”. These associations cover eight counties: Leon, Madison,
Wakulla, Jefferson, Gadsden, Gulf, Franklin, and Bay.
Furthermore, due to viewing reciprocity agreements, our listings are also shown
on the MLS systems of the following three additional counties: Walton, Okaloosa,
and Escambia.
Several of our Realtors are actively involved with their local Board of Realtors:
Presently serving:
Olivier Monod, President, Realtors Association of Franklin and Southern Gulf Counties,
Inc. (“RAFSG”)
Ron Kelly, Board of Directors, RAFSG
Grayson Shepard, Chairman, MLS Committee, RAFSG
Will Shepherd, Chairman, MLS Committee; Government Affairs Committee; Tallahassee
Board of Realtors (“TBR”)
Previously served:
Harry Plumblee, Past President, 1999, RAFSG
Katrena Plumblee, Board of Directors, 2006, RAFSG
Barbara Iman, RAFSG
Larry Iman, Treasurer, 2005-2006, RAFSG
Olivier Monod, Past President, 1993, RAFSG
2. Advertising by “Weichert Realtors®”
Corporate
20,000 Realtors are working under the WEICHERT colors, out of
500 Weichert offices. Weichert’s market share in the Northeast United States
is huge; it reaches up to 40% in some markets. Weichert sales agents earn more in
average than any of their other colleagues working with other franchises
Television
The markets covered are:
Denver, CO
Boston, MA
Hartford, CT
Nashville TN
Salt Lake City, UT
Kansas City, KS/MO
Orlando, FL
Detroit, MI
Dallas, TX
Atlanta, GA
Chicago, IL
Minneapolis, MN
Houston, TX
Los Angeles, CA
San Francisco, CA
Most of the markets went dark at the end of May and we will pick up again in September.
Those buys have not been made yet. Later in the year we will be adding Miami and
Tampa, FL. The spots run on local news stations during the early morning and late
evening news in some markets, and on cable networks in others. On cable, the spots
air on HGTV, Family, Lifetime, We, Oxygen, CNN, Fox News, and DIY
Internet
www.Weichert.com
www.Weichertrealtors.com
www.bankofamerica.com
www.optimumhomes.com
www.homefinder.com
www.lendingtree.com
www.livedeal.com
www.luxuryealestate.com
www.nytimes.com
www.oodle.com
www.realtor.com
www.nj.com
www.trulia.com
www.realestatejournal.com
Print Media
“Weichert, Realtors” corporate currently runs print media advertising
in more than 300 newspapers, magazines and periodicals; among them:
New York Time, (New York and nationwide)
The Wall Street Journal (Nationwide)
The Washington Post (DC and Nationwide)
Philadelphia Inquirer (PA)
Greenwich Times (Connecticut)
Wilmington News Journal (Delaware)
Open Houses
Nationwide, Weichert Realtors stage approximately 6,000 open houses each week
Public Relations
Weichert Corporate places at our disposal the valuable and efficient services of
a PR firm headed by Marty Morgan. They publish and distribute upon request, press
communiqués to the local and national media of local interest are facts such
as: educational milestones, sales achievements, records broken by a certain property,
etc.
3. Food for thought
As of 6 June 2007, Goggle search for local area real estate showed www.anchorFL.com
in the top 5 in displayed results for each coastal market and #1 for St.
George Island, Carrabelle and Apalachicola
We encourage all property owners and Realtors to increase their internet exposure
by utilizing the BLOG feature on the company website. With AnchorFL.com being
featured so high on real estate searches by the buying public you are bound to receive
many more leads when your BLOG is featured prominently on the first page of the
website. BLOG may address a specific property, or the market in general, or any
lifestyle element of our area
We encourage all our Realtors to utilize our Public Relations services. In
order to do so, draft a succinct fact sheet and provide a digital photograph (or
graph) supporting the fact sheet. Then email to broker.