Vendor Paid Advertising
The art of selling VPA
26 February 2015
Article excerptWe all know the arguments in favour of Vendor Paid Advertising; agents who pay for advertising themselves are more motivated to take the first offer rather than do the extra work needed to secure a higher one; homes that sell for significantly over reserve generally benefit from a well-funded marketing push; properties that fail to sell are often those that have been poorly marketed. VPA is crucial to securing a great result, and a...
The logic of large advertising schedules
23 November 2011
Article excerptI always find it frustrating when I sit down with a real estate director and they complain about their salespeople’s inability to sell advertising. I always ask the question “what sort of scripts and dialogue training are you running for marketing?” which is inevitably greeted with a blank look. You’d be surprised how many top agencies are comfortable asking for $20,000 advertising budgets without giving ...