Business information written specifically for newspaper advertising departments

Put a Spring in the Step of Your Real Estate Section

With summer on the horizon, potential real estate customers may be looking to downsize or even to buy a vacation home. Since it’s the perfect time to amp up real estate advertising, let your advertisers or potential advertisers know this information, thus strengthening that relationship and increasing the likelihood of your own sale.

Spring has sprung and for those in the newspaper advertising industry, it is best to continually look ahead. In this case, begin considering the mindset of consumers who are looking forward to summer. With summer on the horizon, potential real estate customers may be looking to downsize or even to buy a vacation home. Since it’s the perfect time to amp up real estate advertising, let your advertisers or potential advertisers know this information, thus strengthening that relationship and increasing the likelihood of your own sale. It may seem counter-intuitive to advertise at a time when their customers are thinking of skipping town, but explain to them that, like your ad department, they also need to stay ahead of the game. Below are a few advertising ideas you can suggest to your real estate clients to most effectively use this time between spring break and summer vacation.  

Vacation Homes

Make sure to tell your real estate clients that they should reach out to potential customers who are looking forward to summer vacation. As these customers return from their spring break, they will be aching for another getaway. Real estate agents can appeal to these readers by advertising summer vacation homes and the like. Tell your clients or potential clients that if they place ads for vacation homes, it might just be the eye candy that pushes readers over the edge in making that next big purchase.

Looking to Downsize

Besides vacations, the beginning of summer also marks thousands of student graduations across the country. This has potential value to real estate agents. As students graduate and leave the nest, parents may become painfully aware (or not-so painfully, as the case may be) of the increasing emptiness of their home. Suggest to real estate agents that they reach out to this audience by creating ads that offer the possibility of down-sizing with a smaller home that will better meet their needs.

First Time Buyers

You can also suggest that your real estate agent clients cater to newlyweds, since many couples plan their weddings in the summer. Once the honeymoon is over, they will be looking for their first home. Keep in mind that a lot of planning goes into a wedding, so engaged couples will want to begin looking for a house before the nuptials. By gearing real estate advertisements towards them during this “in between” time, your clients will beat their competition to the punch. Similar to those looking to downsize, recommend that they advertise smaller homes for these first-time homebuyers.

In general, let your real estate clients know it’s a good time to “spring clean” their ads. Whether they want to drive their advertising towards families looking to downsize or newlyweds looking for their first home, now they know (because of you) that this is the right time to put their ads out there. If they want to successfully draw in these demographics, tell them that their advertisements need to be fresh and up-to-date. If they have the timing and design right, they will be more likely for them to land new sales.