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Real estate advertisements are put out by those who actually need to buy, sell or hire property like prospective buyers, sellers, landlords, tenants and the like. Developers advertise for their upcoming projects to invite investors, financers as well as the end-users. Among big sellers are builders where real estate brokers act as intermediaries between sellers and buyers of property and therefore put in their own advertisements. Most depend on newspapers. Advertising property in the newspapers informs a vast number of unknown people about the property in question. Such ads take diverse forms that range from displays covering full-page front-page and jackets to smaller ones like half-page, quarter-page and the like. The smallest kind of ad appears only on the classified page. It is of two types: a) Classified which are purely text ads b) Classified display in which small visuals like the logo can accompany the text. Newspaper additions of the main newspapers carry classified advertisements for sale and rent on specific days – e.g. The Times of India (Property Times on Saturdays) and Hindustan Times (HT Estate also on Saturdays). There are various offers in the property segment. Classified ads are restricted to the number of lines occupied by the text, depending on the newspaper. For instance, in classified ads in The Times of India, 110 characters are considered as 5 lines the Hindustan Times, 125 characters are counted as 5 lines. Here, abbreviations are used to restrict avoid exceeding the limit since the extra line will be charged for. Mainly, the two segments for targeting real estate advertisements are: first, according to locality – such like North India, or Uttar Pradesh or Indore. The second is according to the kind of property – industrial, commercial, institutional, residential, agricultural or any other. The ads can be further classified under heads like: Property, To-let, Accommodation available, Accommodation wanted, Industrial Property, Property loans, Factory, Commercial premises, Office/Shop/Godown, Farm House/Banquets, Orchard, Paying Guest accommodation and others. It therefore takes skilful planning to maximise the returns from the investment on the ad. Homeowners who chose to go down the private sale (FSBO) path should consider the advertising tools that real estate agents traditionally use and think which ones would work best for their property. Sellers should also remember how much they are saving in commission and commit to investing part of this in advertising; a rule of thumb is to allow 1% of the property value for promoting the property. Scrimping on advertising is a false economy, if buyers don't know that the property is for sale the property won’t be sold and you may end up having to pay far more in commission to a real estate agent.
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