Real Estate Advertising that Drives Traffic
Creating ads is a major part of your job as a real estate professional.
In this post I’m going to expand on the common A-I-D-A formula and delve into real world examples of successful ads from a few top agents.
A-I-D-A is an acronym for…
Attention – In our media-filled world, you need to be quick and direct to grab people’s attention. Use powerful words, or a picture that will catch the reader’s eye and make them stop and read what you have to say next.
Interest – This is one of the most challenging stages in the AIDA model: You’ve got the attention of your target audience, but can you engage with them so they’ll want to spend their precious time understanding your message in more detail?
Gaining the reader’s interest is a deeper process than grabbing their attention. They will give you a little more time to do it, but you must stay focused on their needs. This means helping them to pick out the messages that are relevant to them quickly. So use bullets and subheadings, and break up the text to make your points stand out.
Desire – The Interest and Desire parts of the AIDA model go hand-in-hand: As you’re building the reader’s interest, you also need to help them understand how what you’re offering can help them in a real way. The main way of doing this is by appealing to their personal needs and wants.
So, rather than simply saying “This webinar will help you understand AIDA”, explain to the audience what’s in it for them: “Attract more prospects and close more deals by following the AIDA principles in your advertising.”
Action – Finally, be very clear about what action you want your readers to take; for example, “Watch this webinar and see how two top agents use the principles of AIDA to attract more prospects and close more deals.”