Over the years, I've had the opportunity -- sometimes painful -- of seeing many different agents' marketing campaigns. I've seen photocopies of letters that looked like they were typewritten during the Lincoln administration. I've seen garish photographs of agents that would scare away Canadian geese. I've seen postcards printed with such bad ink that a light rain turns them into a finger-painting.

I've seen a lot.

But I've also seen some truly spectacular campaigns. I define a spectacular campaign by not only considering how pretty it is or how well-written it is, but what kind of results did it get? Today I'd like to discuss what makes a spectacular campaign -- one that gets results. What are the common denominators of a spectacular marketing campaign?

Here's what works:

1. A strong headline.

Marketers have known for over a hundred years that the most critical element to a good advertisement is the headline. This is the "make-it-or-break-it" element that hooks the reader into reading the entire ad. Some famous advertising copywriters spend 90 percent of their time coming up with the headline and 10 percent of their time writing the ad itself.

Why is the headline so important? Because you must always assume your reader is busy and won't automatically read the article. A headline lets them know whether or not this is something they want to read.

What's the first thing you do when you pick up a newspaper? You scan the headlines first, right? It's an automatic human behavior. Then, you read the stories that most interest you or may have an impact on your life. You skip the ones that mean nothing to you. The headline is like the "ad" for the article. In an advertisement, the headline is the "ad" for the ad itself. In your marketing materials, the headline is the "ad" for the rest of the information you're sending.

What if they don't read your information? No problem. By sending them an industry-specific problem-solving article, you've now established yourself as an expert in their mind just for having sent one -- so when the time arises that they need help, BOOM! They think of you. After all, you must be an expert if you're writing about it, right? This is how it works in their mind.

Your headline need not be long. Short, sweet, and expressive is good. Scan your local newspaper for examples. The next time you're in the supermarket, look at the attention-grabbing headlines on the magazines at the check-out line. The people that write them get paid big bucks to write those handfuls of words just so you'll plop down four bucks for that magazine.

2. Send out only material on which you are an EXPERT.

A huge mistake many agents make is to send out too much information on too many subjects. Mortgage rates. Home decorating concepts. Lifestyle ideas. Health stories. How to "de-stress" articles. These things devalue your expertise because it's obvious you're not an expert in each and every one of them.

You're much better off picking one area in which to specialize -- then sending out regular information on that particular subject, delving deep into it to show that you are the "go-to" person in this area.

This is known as "niche marketing." I constantly advise agents to specialize in a particular niche, examples of which could be:

• Helping "empty-nesters" find smaller homes for their retirement years.

• Specializing in two-income couples who want to live in comfort, but not too far from the action of the city.

• Helping real estate investors find potential "rehab" properties.

• Locating oceanfront property for multi-millionaires.

I just made these up on the spot. I could come up with fifty more in two minutes. What area of real estate do you want to be an expert in? Become "master" of that niche and you are bound to succeed.

You may be thinking, "But Denise, if I appeal to only a very narrow demographic of people, then I'm not reaching a large enough target audience. I'll go broke."

On the contrary, you will find more success over time. Recognized experts in certain specific fields always command larger fees than "generalists." The same holds true for real estate.

Agents who become known for helping one target group buy and sell property achieve success because people in that group tell their friends -- who are also members of that group. Never underestimate the power of being a highly specialized expert.

3. A professional look.

Quality does count. If you haven't put in the effort to make yourself look like a true businessperson, what message are you sending? You're telling the world that you aren't serious.

Here's a general rule of thumb: If it looks like you printed it on your home printer, don't send it! You absolutely need a professionally designed, packaged, and printed "look" that makes you stand out from the crowd.

Now, I know you want to find ways of doing this inexpensively, but let me ask you, "Are you serious about your business? Or are you just dabbling?" If you're just dabbling, then you're probably not reading this newsletter. If you're serious, then you know that before you do anything as an agent, you need a professionally designed image that is bold and memorable. In order to do so, unfortunately you're going to have to spend the money.

By all means, shop around. But don't let a high-school student, your second cousin's best friend, or other amateur handle your most valued possession as a real estate agent – your image. Ask to see what the designer has done for others. Better yet, ask to see the results their work has produced for others.

4. Include ALL of your contact information.

I recently received a glossy colorful postcard at my office promoting a new home community. I was drooling. The pictures were gorgeous, the message was impressive, and I immediately wanted more information.

But guess what? No phone number. No e-mail address. No website. Just an address. These people are making it very hard for people to make the next step. If I want more information, I shouldn't have to drive the thirty minutes to get there. You should always make it easy as possible for your customers to find out more about your products and services.

And please proofread your material before you send it out. You wouldn't believe how many people send materials with typos, incoherent headlines, wrong phone numbers, and sentences with bad grammar. Have a second pair of eyes look over your stuff before you send it to the printer. It's not the printer's job to find your mistakes – it's yours!

5. A good photograph.

You'll hear some marketers put down the value of a picture, but in real estate it's mandatory. This is a person-to-person business. Your photograph transmits your interest, professional appearance, and energy through your materials.

Look at the ones at the bottom of this e-mail. You can "feel" what The Lones Group is all about by the warmth projected by all of our smiling faces. Always remember that your business is you – not your computer, not your office, not your company's clever slogan. It's you. People do business with other people who generate warm feelings within them. A strong photograph is the best way to start this process in your marketing materials.

Keep these five principles in mind when building your spectacular marketing campaign. Truthfully, there's no other kind. If it's not spectacular, it's not marketing.

Published: April 22, 2008

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The founding partner of The Lones Group, Denise Lones, brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, branding, new home project planning, product development, and agent/broker training, Denise is nationally recognized as the go-to for all things "real estate.” Denise can be reached at 369.527.8904 or at www.thelonesgroup.com.