by Rob Wicker
The average American comes in contact with 3,000 ads per day. Eight out of nine are ignored. How does your marketing become the one that makes it through the clutter?
Consistency. Studies show that consumers need to see an ad three times for it to make an impression and 27 times before it will sink in. In your marketing you need the following:
- Consistent look (layout)
- Consistent message (slogan)
- Consistent image (photo)
Consistency enables you to break through the clutter because familiarity breeds security. Consider your own experience. Do you find yourself selecting products at the supermarket simply because you’re familiar with the brand name? This branded product may even be more expensive than a similar unbranded one, but you feel secure in your purchase because of the familiarity of the name.
Successful real estate agents also use consistency over time in their advertising. Consistency makes them BRAND NAMES in the marketplace. Once again, consider your own experience. Are there fellow agents in your area that have successfully branded themselves? How did they do it?
Ideally, you want to be consistent with all your marketing, whether it’s print, online, TV, radio, billboards, bus benches, signs, brochures or other advertising that you do.
The most common branding mistake agents make is not giving the ad or marketing campaign enough time to work. Remember the consumer needs 27 encounters for an ad to have an impact on purchasing decisions – that means at least three or four months of consistent marketing across all channels.