How to Advertise in a Down Real Estate Market

Real estate markets cycle up and down. Often these cycles follow the economy in a local area, a region or across the country. If you meet the special real estate advertising challenges in a down market, you can make the most of sales opportunities and also position for the next boom.

Difficulty: Challenging

Instructions

1. Assess your Internet presence with a professional. The trend in real estate advertising is away from traditional print and to the Internet. Statistics show most buyers make at least initial searches online, so make sure website keywords bring buyers to your home page.

2. Rewrite Internet text to show the positive aspects of buying in a down market. Emphasize that buyers are in control.

3. Highlight buyer incentives in all down market advertising. Any web page, newspaper ad, email or direct mail should have negotiable commissions, rebates or other marketing incentives front and center.

4. Use down market advertising to position yourself for the next up cycle. Direct mail, emails and flyers that discuss market conditions increase your visibility and credibility.

5. Tighten the advertising net. A down market doesn't mean that no one is buying. Use realtor resources to find out where the buyers are and put advertising efforts toward those groups.

Tips & Warnings

• Increase the advertising budget. It's tough to do in a down market when income is affected, but it's the time to spend more, not less.
• Use the down market to enhance your local reputation. Offer buyer seminars for those interested in down real estate market opportunities.

Resources

• Realty Times tracks trends in real estate.