Pasado Productions

Objective: To increase real estate listings.
Strategy: Selected for the target audience were 500 homeowners in five different neighborhoods and in five different property-value ranges. Five advertising specialties were chosen, and one was mailed to the target audience every other month, with appropriate copy on accompanying brochures. The first mailing consisted of a quality phone index. This was followed by a six-inch ruler/comb, a memo magnet, and two-inch mini-rule (copy: Only an Inch away") The final mailing consisted of a brochure reading, "Ask an Inch and Get Two Yards. A front yard and a back yard." The accompanying specialty was a house keytag.

Results: "...This type of program enables me to monitor the amount of return in dollars to the cost of the program, and I am very pleased with what I see," stated the president of the realty firm. By the time the second mailing had been completed, property sales attributable to the promotion, had been sufficient to finance the entire campaign. Largely as a result of the promotion, local listings increased 9 percent while the local real estate board was reporting an 8 percent decrease in listings for member firms.