Page 211 - 2

TR U M P STR A TEGI ES FO R R E A L ESTA TE

properties in that special section and negotiates a reduced price be-
cause of the quantity of space he’s purchasing. Any advertising of
Trump properties in weekday editions is fairly Spartan in size and
content since it is primarily intended to keep the Trump name in the
public eye and to attract a customer who has an immediate need for a
specific apartment. Find out what publications your target audience
reads and you’ll get the biggest bang for your buck.

USE INTELLIGENT PROMOTIONS

Promotions are typically used by large builders and real estate
investors who have big marketing budgets. For example, if you’re
selling exclusive homes on a private golf course, offer a free round
of golf to get folks to the golf course so they’ll buy a membership to
the club and can glimpse the nearby one-family homes that are sell-
ing for $3 million or more strategically situated along the course. If
I were promoting a restaurant, I might give you two meals for the
price of one but that doesn’t work for real estate which is always a
big ticket item.
However, there are many creative ways that small investors can
use promotions effectively. For example, have a launch party and in-
vite the people who might help you sell the property—real estate
brokers and sales agents—to let them know what is available and
how much commission they can make by participating in sales or
rentals. If you don’t broadcast and promote what it is you have to sell
or what it is you’re trying to do, you will be unsuccessful in attract-
ing customers.
If you decide to put a sign on the property, don’t make it a typi-
cal “for sale” sign. Make it more artistic than any other sign you’ve
seen, with more information, open house times, and so on.

190