Realty Agents Attend First Ad Expo

On Thurs., March 29, about 150 Prudential California Realty agents gathered at the North Ranch Community Center for their first annual Advertising Expo. They were greeted by 19 representatives from companies that have the wherewithal to help Realtors improve their business.

The mastermind behind the expo was the manager of PCR's Media Center, Bill Candela. Candela wanted all of the company's agents to learn how to optimize their competitive position in the market for maximum results. The attendees found the five-hour event not only informative but a central place for new ideas on promotion for themselves and their listings.

Papillon Staging, A Refined Environment and Staging by Joyce Brugh transformed the lobby of the community center into several mini display rooms, providing samples of their work. All of the Prudential Partners- Affirmative Escrow, Unitek Financial and the PCR Media Center- were in the forefront, along with Lawyers Title, which provided the food for the event.

Within the main room, representatives from local and national newspapers, including the Acorn, explained how their publications were appropriate for any given agent's advertising needs, depending on desired demographic. Homes & Land, Dream Homes, Fine Homes and Home Quest magazines were there as well. An advertising possibility new to most was radio- specifically Jill92.7 FM, which offers onair ads for Realtors.

Each vendor or supplier offered giveaways and donated door prizes. One of Candela's ideas was that as each agent came to a vendor's "station," he or she received a raffle ticket towards a door prize. The more vendors an attendee visited, the more raffle tickets and the more chances to win. Attendees made certain to stop by every table for information and a ticket. The total value of the collective gifts, ranging from free ad space in a publication and restaurant gift certificates to an iPod and docking station, was about $17,000.

Candela illustrated marketing techniques himself, sending out several broadcast e-mails leading up to the event, then attending sales meetings at PCR's five offices for the Expo announcement and question-and-answer sessions. Attendance skyrocketed as a result. Bob Majorino, broker/owner of PCR, said, "The expo was a resounding success, and we look forward to next year."

As each attendee departed that day with a bright blue bag full of treats, samples and in many cases a door prize, all were in complete agreement.