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It
is necessary that auction marketing be prepaid by the
seller. That way, the seller has control of the message
that goes out. The seller dictates how wide and how
frequently the message should be broadcast. Thus, the
seller can directly determine the size and enthusiasm
of the crowd that will eventually attend the auction.
The
aim of our marketing effort is to communicate with a
wide range of prospects in a manner that stimulates
curiosity, inquiry, and action. We wish to do this at
the lowest cost, in the shortest time, to achieve maximum
results meaning the highest net proceeds to the seller.
You will receive: 1) A formal marketing budget; 2) A
report of actual expenses; 3) a final settlement, with
adjustments as appropriate. Here are some of the elements
of the marketing plan: 
1.
Brochure. A specially designed brochure will
be made to show off your property at its best. The brochure
is the basic selling tool of the auction. The brochure
has three purposes: First, through skillful copy writing
and through photos, it must tell the story of your property.
Second, it must motivate the reader to action. Third,
it spells out in black and white exactly what the entire
auction procedure will be, so that there will be no
appeals based on procedure afterwards. The brochure
is manufactured to high quality, using a four-color
process, select type faces, and professional layout
It will be designed as a self‑mailer. While it
is colorful and informative, necessarily, it leaves
some questions un‑answered. This is intended to
compel the viewer to inquire and investigate further.
We strongly believe that the auction brochure is a key
element in enhancing the image of the property being
offered. The brochure plays an essential role in making
a successful real estate auction.
Depending
upon how widely you wish to distribute the brochure,
the probable number of brochures to print would range
from 1,000 to 5,000. Taking into account the various
costs of creating the brochure -- aerial and ground
level photography, copy writing, typesetting, color
separations, layout, paper, printing, shipping -- the
brochures cost from $1,000 to $5,000. Anything you can
furnish such as photos, plat map, floor plans, locational
map would expedite the production and, of course, lower
the cost.
Mailing lists can be rented
at a price from $35 to $85 per 1,000. At a typical
cost of 5¢ per name, the address labels on 1,000
brochures in the mail would be $50. First class postage
would be $320. In addition, there would be mailroom
expenses, perhaps running to $250.
Short-list
mailing labels will be computer generated in our office,
using the Yellow Pages and other mailing list directories
available to us. We are on-line with one of the largest
list providers in the nation. We can purchase short
lists by SIC code, further sorted by zip code, which
means we can target exactly the likely prospects for
your properties. For example, we could send brochures
by first‑class mail to, say, chains stores and
restaurants, to developers, to established commercial
real estate brokers, and/or to dozens of other target
groups throughout your area and the nation. Short-list
names cost 25¢ each, plus $1.00 per minute computer
time, plus clerical time.
In
summary a rule of thumb on the cost of mailing brochures
would be: $1.50 each for four-color brochures, in
first class mail, with a rented or purchased address
label, processed and delivered to the post office.
2.
Newspaper ads. Display ads in the Auction classification
and/or in the business section of daily newspapers.
They would feature photos, property details, open
house schedule, auction information. Ads would appear
at least twice, perhaps three times. We recommend
line ads in the Wall Street Journal, if appropriate.
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