{"id":540,"date":"2006-10-15T08:47:33","date_gmt":"2006-10-15T15:47:33","guid":{"rendered":"http:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/?p=540"},"modified":"2006-10-15T08:48:05","modified_gmt":"2006-10-15T15:48:05","slug":"flat-fee-buyer-representation-the-scientific-advertising-way","status":"publish","type":"post","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/540\/flat-fee-buyer-representation-the-scientific-advertising-way\/","title":{"rendered":"Flat fee buyer representation the Scientific Advertising way…"},"content":{"rendered":"

Richard Riccelli<\/a> made me re-write the ad for flat fee buyer representation last night. He convinced me that trying to sell the whole idea in a space ad would not be as effective as driving traffic to a web page, where we are free to discuss the idea at any length necessary.<\/p>\n

This is the draft of the new ad:<\/p>\n

<\/a><\/p>\n

If you click on the image, a PDF version will open up, for easier reading.<\/p>\n

The modern name for this style of advertising is “advertorial,” but this idea was invented a century ago by Claude Hopkins. This is direct response advertising. The theory is that the buyer wants to be informed and will pursue dense text to gather information.<\/p>\n

Properly deployed, an ad like this would be run in different versions — different headlines, different body copy, different offers — to see which version pulls the optimum response — not necessarily biggest response, but highest-profit response. For an ad like this, I can use a different web page for every version to measure response. Moreover, I can build different versions of the web page for a particular ad and test those against each other as well.<\/p>\n

Hopkins believed that if you couldn’t (or didn’t) measure your response to find out what was and was not working, you were wasting your advertising dollars. Most advertising is not done this way, precisely because most advertising dollars are wasted.<\/p>\n

Richard has already hit me with detailed instructions about what to do with the design of this ad. I have one or more revision cycles on the copy, plus I need to re-write the web page. Even so, we’re just that<\/i> close to being ready to roll, and I’m showing with a flat fee client later today…
\n<\/p>\n

Technorati Tags: arizona<\/a>, arizona real estate<\/a>, compensation for buyer representation<\/a>, phoenix<\/a>, phoenix real estate<\/a>, real estate marketing<\/a><\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Richard Riccelli made me re-write the ad for flat fee buyer representation last night. He convinced me that trying to sell the whole idea in a space ad would not be as effective as driving traffic to a web page, where we are free to discuss the idea at any length necessary. This is the […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[6,5],"tags":[],"class_list":{"0":"post-540","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"hentry","6":"category-marketing","7":"category-real-estate","9":"no-featured-image"},"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":521,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/521\/the-fetal-flat-fee-contract-language\/","url_meta":{"origin":540,"position":0},"title":"The fetal flat fee: Contract language . . .","author":"Greg Swann","date":"October 7, 2006","format":false,"excerpt":"The first transaction we do with the flat fee as a matter of policy will probably come together tomorrow or Monday, but, as I had mentioned, Cathy has been playing with the idea. She has a contract in play right now, so I had to write language for the Buyer-Broker\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":520,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/520\/why-a-flat-fee-for-buyer-representation-because-the-money-is-in-the-meter-drop\/","url_meta":{"origin":540,"position":1},"title":"Why a flat fee for buyer representation? Because the money is in the meter drop . . .","author":"Greg Swann","date":"October 7, 2006","format":false,"excerpt":"Many years ago, I read the first couple of chapters from a book by an investment guru -- \"How Dilberts like you made me rich\" or something like that. I must have seen it while I was staying with someone, because, as you might guess, I don't have a huge\u2026","rel":"","context":"In "Marketing"","block_context":{"text":"Marketing","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":513,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/513\/getting-thousands-of-dollars-in-real-estate-commissions-back-getting-the-idea-across\/","url_meta":{"origin":540,"position":2},"title":"Getting thousands of dollars in real estate commissions back: Getting the idea across . . .","author":"Greg Swann","date":"October 5, 2006","format":false,"excerpt":"Okay, let's play. I'm building marketing materials around the flat fee buyer representation idea, and you can have a look at them -- for a price. What's the catch? Tell me what I'm missing. What I'm getting wrong. What could be better-handled. Witness: That's an ad. It may run as\u2026","rel":"","context":"In "Disintermediation"","block_context":{"text":"Disintermediation","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/disintermediation\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":539,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/539\/pinocchio-made-flesh-crafting-a-real-business-from-the-splintered-ruins-of-the-real-estate-industry\/","url_meta":{"origin":540,"position":3},"title":"Pinocchio made flesh: Crafting a real business from the splintered ruins of the real estate industry . . .","author":"Greg Swann","date":"October 15, 2006","format":false,"excerpt":"I had email late last night night from Mark Nadel, author of the AEI-Brookings Joint Center white paper on real estate commissions that has been cited lately by the Freakonomics blog and by weblogs all over the RE.net:Greg, I wish I had discovered your BloodhoundRealty blog earlier. If so, I\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":312,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/312\/the-fsbo-and-bubba-variety-hour-how-to-make-the-buyers-agents-dance\/","url_meta":{"origin":540,"position":4},"title":"The FSBO and BUBBA variety hour: How to make the buyer’s agents dance . . .","author":"Greg Swann","date":"September 9, 2006","format":false,"excerpt":"Our friend, colleague and personal marketing god, Richard Riccelli is getting ready to FSBO his Boston townhouse. He's spent a year planning this down to the last detail, including condo-izing his property into two apartments so that they can be sold separately -- or together if someone wants a residence\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":494,"url":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/494\/fast-full-service-buyers-brokerage-at-a-flat-fee-that-smells-like-a-big-win-to-me\/","url_meta":{"origin":540,"position":5},"title":"Fast full-service buyer’s brokerage at a flat fee: That smells like a big win to me . . .","author":"Greg Swann","date":"October 2, 2006","format":false,"excerpt":"This is from a comment by Jeff Brown, responding to an earlier post. I'm only showing a snippet here, but Jeff's ideas are worth apprehending in full and pondering at length.Once and for all, the money paid for representing a buyer OR a seller is based upon only one factor:\u2026","rel":"","context":"In "Blogging"","block_context":{"text":"Blogging","link":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/category\/blogging\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/540","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/comments?post=540"}],"version-history":[{"count":0,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/posts\/540\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/media?parent=540"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/categories?post=540"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bloodhoundrealty.com\/BloodhoundBlog\/wp-json\/wp\/v2\/tags?post=540"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}