Advertising builds name recognition

Cutting advertising dollars out of the budget isn’t the best place to save money, according to Pam Lontos, co-author of I See Your Name Everywhere.

During a recession, the competition between businesses is greater than ever. Publicity helps businesses get that extra celebrity and credibility so they can stand out.

“When business is slow, many people think about cutting their advertising budget,” said Lontos, owner of PR/PR, a public relations firm that works with businesses and entrepreneurs, and a former vice president of sales for Disney’s Shamrock Broadcasting. “When people see your name over and over, they have an awareness of your name. And when they need the service you’re offering, they’ll call you.”

Lontos said it’s important to have a mix of publicity. “Volunteer to write an informational column for your local newspaper. The column should have advice or tips on how to buy a home or how to get your home ready to sell. It needs to give the reader some information. It can’t be all about your business,” she added.

Advertising is still a good expense if it can target the specific audience and it’s within the budget allocated, Lontos said. Even with a small budget, businesses can get great results with some carefully planned publicity.

“If you’re using social media, pick sites that also target your audience,” she added. “And if you’re writing information, make sure it’s 100 percent about what the reader wants to know. If you’re giving good tips, readers will forward them to their friends.”

Lontos advised holding seminars open to the public also help establish REALTORS® as professional experts. “As long as you’re giving information that’s helpful to the consumer, they’ll want to attend,” she said. “You might also approach your local radio station to see if there’s a time you can talk about homebuying there.”

The results may be several months later. “Consumers will remember you as the person who was giving good information, not the person who was passing out cards. The person you’re speaking to now may not need your services now but later you want them to remember you in a positive way,” she added.