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RISMEDIA, Feb. 6, 2007-The advertising initiatives that yield the best return on investment was the topic of discussion during a recent RISMedia interview with Prudential California Realty Broker/Owner Jose Dos Ramos from Burlingame, California. Here, his insights.

Jose Dos Ramos
Broker/Owner Prudential California Realty
Burlingame, California

"What advertising ideas have created the biggest and best return on your investment? Why?"

Jose Dos Ramos: Traditional advertising in newspapers is not generating what it used to and consumers going to the Internet are the leads to capture. While you can't discount traditional advertising in newspapers completely, we certainly are not putting our dollars there to the degree that we used to. We want to pursue consumers with bigger dollars in Internet exposure.

We have five offices-three traditional, one is fine homes and one is dedicated to the Hispanic sector in Redwood City, California-so we are reaching out to three different niches, which makes marketing and outreach very unique to each. That's why the Internet is so vital for us.

With our traditional offices, it's a much wider net. With my position as the PruLatino director of membership, along with our local and regional Web sites, we are bringing in lots of leads. That said, we also still have a great presence with the San Francisco Chronicle. So, as you can see, we incorporate several different layers into our marketing.
As our market continues to evolve, you have to now cater to different demographics and niches. The old traditional ways of newspaper advertising and phones ringing is not the way it used to be. The NAR stats that say that some 80% of consumers look online first is a broad statement, but a reality.

Ultimately, consumers want to establish a relationship with an agent who will guide them from start to finish.

-Stephanie Andre