REAL ESTATE ADVERTISING

Abstract

Advertising is a communication medium used to convey information from producer to consumer. It can create an impression on the prospect, which may entice him to make the purchase. In real estate, advertising is an important tool that can be used to achieve marketing objectives. But it must be cautioned that advertising must be truthful, otherwise, it will tarnish a firm's reputation. Succintly, advertising must be truthful and yet appealing to prospects. Traditionally, newspaper is the chief medium of communication in Singapore. Due to our size and good transport network, prospects can have access to every part of the Island with ease. Coupled with the fact that physical viewing is a must for local property hunters, it leaves the seller only to inform them of the availability of properties through the newspaper. Newspaper serves the industry well since it is the cheapest and most read medium. Therefore, local realtors do not see the need to employ new techniques in real estate advertising. However the author felt that new area should be explored for the benefit of the industry. The techniques such as videos and interractive computer which is implemented in United States are areas that should be examined for local usage. This is because changes are imminent as a society progresses, hence new techniques that are well implemented can improve both the satisfaction of the consumer and the professionalism of the industry.