Browsing: real estate advertising

Real Estate Marketing

Now, before I get started, please keep in mind that I am not a lawyer, nor should you consider what you are about to read as legal advice. I am just trying to pass something along that I think you should all be aware of.

In case you haven’t heard, on October 5, the Federal Trade Commission issued an update to its Guides Concerning the Use of Endorsements and Testimonials in Advertising–the first update since 1980!

FTC Blogging

This update is mainly concerned with two things; first, stopping fake blog sites where the blogger is a totally made-up person with a totally made-up story designed to sell something (you know, those fake weight loss blogs, teeth whitening blogs, and money-making blogs we’ve all seen time and again), and second, how advertisements can use testimonials and endorsements.

Real Estate Marketing

Equal Housing Opportunity LogoYou’re sitting down to write a property listing.  You know my first rule of marketing: Make it personal.  But how do you do that – and stay within Fair Housing guidelines?

The Fair Housing Act, explained

The purpose of the Fair Housing Act is to ensure that a person can buy or rent a house or apartment wherever they want regardless of their race, ethnicity, gender, religious preference, disability, family status or national origin. In some areas, discrimination on the basis of sexual orientation is also prohibited.

Unfortunately the Fair Housing Act doesn’t actually list the words you are and are not allowed to use in your marketing communications. The language you can and cannot use while remaining faithful to the spirit of the Act is up for interpretation.

Real Estate Marketing

Real Estate Marketing - Aim Before You ShootI received the Google Analytics newsletter the other day in the mail and it got me thinking about long tail keywords.  But Peter Kolat has already written some great posts about that subject, so I shifted my thinking more generally to targeting your prospects.  Because that’s what using long tail keywords is really about, after all – honing in on the prospects that are searching specifically for what you offer.

What’s in it for me?

Let’s do a thought experiment: Imagine you’re looking for someone to clean up and fix the houses you buy before you flip them.  You happen, just as you’re thinking about it, to get three postcards in the mail.