You can create the most extraordinary ad possible, but if it reaches the eyes or ears of people who aren’t interested in or capable of buying your offering, your efforts are wasted. That’s why media selection is so essential to effective real estate marketing.
For example, suppose that you have a listing for a home that has elevator and is on a golf course. You’ll find very few people out there who are golfers, and who have the assets required to buy a home with an elevator. If you place your ad in a publication that predominantly reaches 20-somethings who are starting new families, you can bank on little to no response to your efforts. On the other hand, if you place your advertisement in golf publications, or if the golf course is private and you advertise in the monthly newsletter or send direct mailers to the membership list, your marketing messages immediately reach the prospects in your target audience.
The profile of the target prospect you’re trying to reach, including the prospect’s geographic location, demographic facts (which includes age, gender, ethnicity, income level, education level, marital status, household size, and other facts), and lifestyle characteristics, which includes personal interests and activities, behavioral patterns, and beliefs.
