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Contact: Robert Farmer
Ph. 415.353.5693
rfarmer@jsaweb.com
FOR IMMEDIATE RELEASE
FACED WITH DECLINING SALES, REAL ESTATE DEVELOPERS SEEK NEW METHODS FOR MARKETING PROPERTIES
Web-Based Campaigns Pay Big Returns With Targeted Messaging
November 14, 2008—San Francisco, CA. As marketing budgets tighten amidst an unprecedented decline
in the real estate market, developers with inventory are looking for new ways to reach the buyers that
remain in the market and looking to buy. Most developers realize that, even as budgets tighten, they can
not afford to extinguish all marketing efforts and risk losing even the smallest amount of market share to
their competition. In today's market, stretching the marketing budget has become a top priority for
residential real estate developers.
"We saw budget tightening start as early as last quarter of 2007," said Robert Farmer, Director of Marketing
for Jeffrey Scott Advertising, a leading Real Estate Advertising and Marketing firm located in San Francisco,
California. "But instead of simply pulling the plug on a campaign entirely, many clients were actually trying
to find an alternative, more cost-efficient solution to a tightening marketplace."
JSAsf immediately started working with their clients to create new solutions to the problem. "We knew that
developers needed to super-serve two target audiences with their advertising," said Farmer. "We know that
clients who already have extensive interest lists—especially with expandable information sets like cell
phones and emails for contact information—are going to fair best. We can target market and reach out to
these people in ways your competition won’t be able to. Second, we wanted to develop new ways to target
brokers and super serve that community."
Developers looking for efficiency from their marketing dollars are eager to implement innovative and
up-to-date ways to reach their audience. They want to relate to them in a more personal way. Technology has
proven an effective means for that kind of communication. "We feel we have been helping our clients reach
their audience more efficiently now, and because 2009 is going to be critical for the residential housing
market advertising segment, we feel strongly that this is the new reality for real estate marketing," says
Farmer. "The 'exciting' offer is no longer enough," said Farmer. "Clients need to package that offer in a
marketing program that speaks to directly and effectively to today’s uncertain buyer."
JSAsf currently handles several San Francisco and Bay Area clients including Arterra, The Hayes, Wisteria and
Soma Grand.
About JSA/sf
JSA/sf is a division of Jeffrey Scott Advertising. JSA is a full service marketing, branding, advertising
and public relations firm with offices in San Francisco and Fresno, California. With over 30 years of
experience, JSA brings a wealth of industry knowledge to a diverse group of clients including residential
and commercial real estate, automotive, healthcare, hospitality and the service industry.
MEDIA ARE INVITED TO SPEAK WITH MARCUS YOUNG AND TO DISCUSS CRISIS MANAGEMET CASE STUDIES, PLEASE CONTACT:
ROBERT FARMER AT JSA | 415.353.5693 | RFARMER@JSAWEB.COM
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