Piercing the Advertising Armor, part 1: Zero Down
What do I mean by “advertising armor?” Have you ever had someone ask you if you’ve seen a billboard you drive by daily, and your answer is no? That’s your advertising armor at work. Each day we are bombarded with so much advertising and marketing that our brains are forced to put on a suit of armor to deflect all but the most essential and interesting messages.
Did you know that you can buy a half-million dollar home with no money down? Did that get your attention? That’s not usually among the typical marketing descriptions (“picturesque, bright, clean, neutral, etc…”) The narrative descriptions are important also, but they’re expected. They are easily deflected by our advertising armor.
The fact that you can buy a home with no money down is surprising to many people, and I would argue that the more expensive the home is, the more surprising that statement is. “$495,000 – ZERO DOWN PAYMENT!” is likely to pierce that advertising armor. It’s not that I’m trying to find people with no down payment, but part of my job is to get homes noticed.
I use the “Zero Down” strategy in my yard box flyers (Click here to view a sample) and on my listing custom web sites (click here to view a sample). These lead buyer prospects to a non-threatening web site where they can read more about it and even get a free report.
