Promotional Campaign

Promotional Campaign
Promotional Campaign

Rosenthal Realty

A long-time client, Bob Rosenthal, turned to me as he launched his new real estate office. His direction: “Make me a star.”

I put together a complete promotional program, everything from the logo and stationery to advertising to public relations. Since Bob is a local person working locally, it was easy for him to gauge the response — people around town told him they saw and liked the ads, and the phone rang with prospective business.


Concept, copywriting, production management and media placement for the Rosenthal Realty ad campaign.

Sample copy:

Prices up. Cash in.

Property values in Ventnor, Margate and Longport jumped 26% last year and another 22% so far this year

If you decide to sell your home, do you know how much to ask for it? Rosenthal Realty conducted an analysis of real estate sales data gathered by the South Jersey Shore Multiple Listing Service.

Why are prices up so much? Low home mortgage rates, the lack of land for new home construction at the shore, and the strong appreciation factor.

“People are buying homes at the Jersey Shore because investing in real estate is better than investing in the stock market,” says Bob Rosenthal. “Money market funds are paying in the 1% to 2% range. The stock market is still iffy. But there will always be a strong market for second homes at the Jersey shore.”

List your home with Bob and he will guide you in the crucial decision of determining the asking price. Then, with Bob’s persistence, experience and market wisdom, you’ll sell your home quickly — for the right price.

Direct mail

Tested direct mail techniques were used to boost the appeal of letters sent to every local homeowner. The letters were personalized, laser printed on Rosenthal stationery, signed in blue ink and mailed with a live stamp.

Sample copy:

Dear (personalized),

If you ever decide to sell your home, how will you go about it? Property values in Ventnor, Margate and Longport are up dramatically — would you know how much to ask? And all the details of putting a house on the market — do you know where to begin?

With my 30 years of real estate experience, I can help you.

The first thing I would help you do is decide on the asking price for your home. You certainly don’t want to set the price too low and miss out on its appreciated value. But if you set the price too high, no one will even look at it, let alone make an offer. In the meantime, you may still be paying the mortgage.

Find out what your home is worth

Using data from the South Jersey Shore Regional Multiple Listing Service, I calculated that selling prices for single family homes and condominiums in Ventnor, Margate and Longport jumped an average of 26% between 2001 and 2002. Property values are up another 22% so far this year. This was based on information for the period January 1, 2001 through September 30, 2003.

So what is your home worth?

Public Relations

Making Bob a star required media coverage. I prepared a series of press releases, including this photo opportunity attended by local politicians.

Sample copy:

Rosenthal Realty opens new office in Margate

MARGATE, NJ — Rosenthal Realty has opened its new real estate office at 7809B Atlantic Avenue in Margate, NJ. Robert A. Rosenthal, Realtor, is the owner and broker.

Rosenthal has 30 years of real estate experience. He acquired his New Jersey real estate license in 1973. Rosenthal opened Jersey Shore Realty in 1978 and participated in the land boom brought on by the legalization of casinos in Atlantic City. Most recently, Rosenthal was managing general partner for five limited real estate partnerships owning self-storage facilities, including Black Horse Self Storage in Egg Harbor Township.

Rosenthal Realty specializes in quality residential properties at the Jersey Shore. Rosenthal is certified by the Council of Residential Specialists (CRS) and the Graduate Realtor Institute (GRI). He is a member of the Atlantic City and County Board of Realtors and participates in the Multiple Listing Service.