Keeping it REal

The Good.

Got this piece of paper -below- (and that's a compliment) in the mail yesterday. Because I can say so much about the bad and ugly of it, I'm going to start off with what's actually good about it.

I'll give you a hint, it has nothing to do with the copy, the layout, design, color theory or paper choice. "Hmmm," you say, "then what's so good about it?"

The fact that this agent is consistent about his marketing and advertising efforts. I've got to give a guy props for this. Most agents quit marketing after their first mailing.

For clarity, the top image is the mailing or backside of the card.

The bottom image is the front.

On to the bad.

Or more aptly titled, "real estate lies."

Starting with the front (red). Can you read the text? Easily? Neither could I. Makes me wonder if anyone actually read this card.

The first paragraph makes the claim that it is an "enchanting" house. I'm not so sure about that. Enchanting is an empty adjective. It means nothing, really. It could mean 1000 different things to as many people.(Could it be the Medieval Dungeon Motif of this "ideal home?")

The text also makes mention of the trendy shops on Figueroa Street. Since I live in this community, I to have question this. Dollar shops, yes. $5 clothing stores, yes. Fast food joints, yes. But trendy shops? I don't know about that.

Here's another one. "Outstanding neighborhood and clean street." Complete and utter b.s. I walk that same filthy tagged up street regularly to catch the metro. I think this agent was drinking or smoking some product from the Highland Park Med-Mar dispensary.

As for the mailing side, it lacks focus. How about that spelling and grammar check, before printing? In the trades, we call this proofreading.

Why do agents think that exclamation marks and all caps are going to make me pick up the phone and call? They don't. And stop telling me to call already.

The ugly.

Design plays a supportive role to your message. But not in this case.

Why on earth anyone would design a marketing piece with black type on a dark read background?

And then reduce the font/type size to 6 point type. It's impossible to read. (Do not tell me it was the designer. As a designer, I'm telling you there was no design involved with this card.)

Photos:

If a picture can say 1000 words, why not get a photo or two that say the right 1000 words. Good photography pays. Invest in it.

You'll hear me say this until chickens crow and cows come home:

You absolutely do not need a personal photo on every single piece of collateral.

This card is also doing double duty. This is simply confusing to prospects. Remember, prospects (buyers or sellers), don't see, don't read, don't interpret your marketing the way you do, dear agent. See my January 6 post.

A good rule to follow is this: One ad, one concept. One postcard, one concept. One flyer, one concept. Focus on one thing and do it well.

The mailing side described in one word: clutter.

Clutter kills. It kills your message. It kills any interest in what you have to say. It's hard to navigate and prospects will navigate their attention somewhere else if they have to work at anything. Especially real estate marketing.

The moral of the story:

The money you save on cheap printing, low buck "graphic artists" and real estate lingo and lies may cost you more in future customers than it does to take the time to focus and get your message right.