Never underestimate the power of words in your real estate career. They are the basis of a strong communications program, not a decision making effort. “AIDA” is the engine for driving sales in any business, including the real estate industry.
What does AIDA sound like? Read or pretend to listen to this:
A garden hose reel in stainless steel with or without accessories with free installation. On sale at significantly reduced price $149 this week only. Call now there’s not much time and inventory is low. Click here to order yours now.
That is the AIDA formula advertising uses and it crosses all formats, online, print, electronic, even billboards with art and tag lines. AIDA is the acronym for Attract, Interest, Desire, Action. So, the hose reel ad breaks down this way:
Attract: a person needing a hose reel reads the ad
Interest: The stainless steel construction and accessories
Desire: The on sale price and low inventory fosters desire
Action: Click here is an instruction to act immediately
Everybody uses AIDA. It has been around since 1898. Famous ad man E. St. Elmo Lewis (1872-1948) is credited for coining the acronym.
He was posthumously inducted into the Advertising Hall of Fame three years after his passing. Lewis founded the Advertisers’ Agency in 1896 and its slogan “Ask Lewis about it” achieved fame. He went on to hold executive marketing positions with major companies of the time. In 1910 he was elected president of the fledgling National Association of Advertising Managers.
Using the AIDA formula
Target your communication platforms that are best suited to the property involved, residence or commercial via online, TV, radio, print, collateral, email and relevant social media sites.
This lesson is how to apply these advertising methods to your marketing efforts. Here is an example involving a well-kept private resale residence or new construction.
Attraction
This is your opening salvo. Use high quality color photographs to get initial attraction. Find an attractive angle for the property not just a standard head-on front view from the street. Accompanying photos of the backyard and patio, or kitchen and master bathroom puts the prospective buyer on the property, even though by eye only.
Also, parlay static photographs by using video-taped tours of the interior or projections of even still photographs that are captivating and are certain to grab a potential buyer’s eye. Movement is key. Video is best but still pictures cleverly used can accomplish the same effect of putting the prospective client in the home.
Interest
Draw the prospective client in by letting them see themselves in the property.
Do not rely on video and pictures alone. Accompany them with audio descriptions of the property and its features will draw the interest of a prospective client. Describe the features of the property in detail so the interested party’s interest is peaked. For the voice-over, the voice should be inviting and pleasant to the ear.
Desire
Concentrate on the kitchen features that place the prospective buyer in the room. In describing the kitchen, highlight its best features such as, “The remodeled kitchen includes top-of-the-line appliances,increased space for seating, and new lighting all work to enhance daily use and entertaining.” Increase desire beyond the kitchen and discuss the master bath, evenings sitting on the patio or by the pool or spa highlighting any backyard features the property has, such as a gently flowing waterfall that is background music or conversations. Adding music to the outside can be a popular and perhaps rare feature for your market.
Do not forget the property’s surroundings. Gated community or not. Each has benefits and issues. The quality of the school district, nearby shopping and restaurants, a desirable part of town. Easy commute. The client may have particular desires such as privacy and lot size.
Action
Ads for selling real estate properties, new or previous construction, commercial purchases or leasing, and rental properties will move people to take action.
This stage of AIDA is the art of selling’s double feature. All the forgoing is leading to asking for the sale. That means advertising that works using AIDA. For real estate agents, your call to action is “call today to book an appointment to see the property that is perfect for your family.”
You can also offer a free consultation to explore your real estate needs and wants.
The tried-and-true is the open house. Yes, put up as many signs as possible including the cross streets the day of and possibly place a sign in the front yard advertising that an open house is this weekend. Use multiple social media outlets to announce the open house is also helpful. The call to action is the way to get people moving.
Get good at composing your AIDA. This is a skill that will serve you well throughout your career.
Getting personal with AIDA
You can use AIDA in marketing yourself, too. As the saying goes, people buy people. A prospective buyer needs to trust a sales person and that is a job for AIDA. Getting a sales prospect to become familiar with you is the Attention, which can be achieved in making conversation to set yourself apart. You can satisfy the Interest aspect by showcasing your professionalism. The desire will happen through your ability to connect with people. Your efforts in marketing yourself goes a long way toward getting the prospective client to take action.
Entering new territory is easier with the help of an experienced coach showing you the way forward.
Free Consultation to empower yourself
My coaching will help you achieve your success in a shorter amount of time with fewer headaches. Begin your road to success by scheduling a complimentary consultation with real estate coach Justin M. Baker. I can assess what you are doing right and wrong and ways to improve your time management on your road to 1 million. Leave the normal you behind and become the Super You. Call, email, other contact information. Get started on your future right now.
About Real Estate Coach Justin M. Baker
Justin M. Baker has 21 years of expertise in the real estate industry with much of it coaching and managing real estate agents, teams and brokerages. Most of his emphases focuses on helping teams and brokerages to eliminate unprofitable concepts and increase profitability. Working with teams and brokerages his proven tactics have enabled companies to drive their revenue by up to 50 percent and more in less than one year. His concepts enable brokers to work smarter and earn more while providing more personal freedom for life outside of the job.
His ideas will enable you to work more efficiently and improve earnings while allowing you to have the freedom to enjoy life away from the job.