Getting the Word out on the Savings
I’ve been writing some new ads for the discount broker program today, and tweaking my log files so I can understand which of these ads are performing best.
I’ve got the logs where I want them, but the ads still have a long way to go. To date, for example, all the teaser ads are still going through the Savings Calculator, so maybe a better approach would be to simply say, “To get your home listed for a 1.5% listing fee by my favorite broker, call (800) 767-1975″.
No, that strikes me as too easy. Where would the wheel be if it had never been re-invented? We never would have discovered inner tubes! Or then tubeless tires!
Anyway, if you want to see two versions of the ad, here’s one and two. (Reminds me of an optometrist visit — now which ad is clearer… One… or Two… One? or Two…).
It’s important to get good performance on your ads if you’re going to be discounting, of course, since the whole point of discounting is that you can spend more time servicing the customer instead of chasing sales (that’s what’s in it for the client, other than the savings). What’s in it for the Broker of course is that you make it up in volume.
Hopefully this story doesn’t end up being about me, but meantime I’ll tell it because I like it:
Two discount brokers get fed up with the real estate business and decide to sell apples instead. So they go up to Apple Hill in Camino and buy apples for 25 cents each, then drive their truck down to Rancho Cordova and sell them, at two for 50 cents. After about a month, one ex-discount-broker says to the other, “You know, we’re not making any money.” And the other one says, “You’re right. We need a bigger truck.”
