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Apartment Adversting – Double Check that Ad Copy!

Ran across this in one of the local guide books. At first I thought, what a crazy obvious miss. Then it made me wonder if the absent page number was by design. What do you think?

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  3. I endorse and applaud those who will try something different. Whatever breaks away from the norm will always inspire curiosity. As long as this is not a random attempt at marketing but a test the waters approach, I think its great. Testing the waters may not always yield the results you want, but it inspires creativity on your team and leaves you searching for more.

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    1. @jonathan

      Hope all is well – glad you stayed out of the tornado's path. And, thank you for the alert – my kids were mega-freaked when the sirens went off at the local school yard. It was more than unnerving.

      I must say – bravo. I do like the innovative – radical – crazy – maniacal and smart approach to even the most mindful of tasks and strategies. This one left me wondering however. But press me for a why and I will give you not. I am just not 100% sure what it is that does not press my buttons. Maybe the years and thousands of ads that have crossed my lenses –

      Thanks for the thought as I do wholeheartedly agree with the premise – it should be fundamental to all striving orgs.

      Have a stellar evening

      Reply

  4. I think it is by design and that it is actually pretty clever. The bad part is that it is hard to measure result for such an ad. Are there more page views? More calls? More leads?
    It would be great to be able to run an A and B version with different tracking to see if it is an idea that generates results…

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    1. @fguitton

      Thank you for taking the time –

      I see your point – I just wonder however, how motivating the hook really is? In an attention economy – what motive do I have to go and search for the page? It seems like a hassle.

      My initial reaction was bent toward – oops, shame on the publisher or community/marketing manager for missing the obvious – not – wow, that is cool, I have to find the page that that really cool, over the top amazing advertising sage hooked me into searching for [read: with no aimed sarcasm – it's theatrics speaking].

      You are right an A/B test would be a great idea – I would be really curious to know.

      Reply

      1. Yes, your initial reaction makes sense based on your experience. In marketing the hardest thing to do is to start from; “I don't know how people will react but let's try and see what happens on a small scale”.
        That concept is easier online though because there is much more robust and reliable measurements that can be gotten.
        This is certainly not an amazing ad or design but we all have seen examples of marketing strategies that are surprisingly effective for the general public (meaning without the critical eye through which we look at everything and that we can't turn off).

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        1. Frederic

          Thank you for stopping by – your point is spot on! It's very hard to be objective when you are around it all the time. I hope to talk to the advertiser just out of curiosity. It would be interesting to know if it was intentional and furthermore [if it was] if it yielded results.

          Hope your week is a good one and thank you again for taking the time to add to the conversation. I do look forward to catching up in person some day soon.

          Reply

  6. This is not the ony mistake in the book. If you look carefully, there are more. For example a missing ad. Why would an advertiser send you searching through their competition to find the ad in question?

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    1. @amanda

      It is a very challenging market out there and as we all pace ourselves for the marathon ahead – it would seem that service firms would be out ahead of the pack in the way of providing excellence/perfection in their respective disciplines. That is certainly not to suggest that we as operators get it right 100% of the time but it does beg the question – can we afford anything less from a service partner.

      Thank you for taking the time to pen your thoughts –

      Hope the rest of your week plays out a productive punch

      Reply

      1. I certainly know no one is perfect, least of all me. However, I pay such a high amount for this publication, I want to be assured that my ad will be correct. If mistkes are made on property, and sometimes even when we they are not, we make it right and residents are always hard to please.
        A friend of mine manages the property that was forgotten. Is that an oversight that you, in your position, could just overlook? Needless to say her next few ads will be free, but she has lost this month of prime advertising time.
        I just thought it was funny when the posted comments were applauding this “mistake” and thought it was clever. As a paying customer, these oversights are costly. And an ad designed to drive prospects to my property ad could end up somewhere else. That is a risk I am not willing to take.

        Thanks for listening from property level,
        Happy leasing.

        Reply

        1. @amanda

          I will say this – I love your passion. I would question the drive and wherewithal of the person that would let mistakes go for not – It speaks volumes that you would participate in this conversation in the manner you have. I appreciate the thoughts and feedback.

          As it relates @fguitton and @jonathan – I appreciate their respective positions. If in fact the ad was designed as built – then it is a risk and one to be applauded and or criticized.

          All that being said – I look forward to more feedback from you as we drive this blog into the future of the multifamily universe.

          Thank you for the time and the considerations –

          Rock the week and make it yours –

          And, tell your friend – I feel her pain

          Reply

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