Introduction To Real Estate Advertising And Selling By H.m. Harwood

. Tha Realtg BtrueBoalr of Cdif omi,a

H. M. HAnwooD Ediror "Lu

Angelee Eedllor"

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The Reatt! BIue Book ol CaLlttrni.t

l ntroduction to lteal Estate Advertisins and Sellins l'4 H. M. HARwooD Editor., "Los Angeles Reattor,, A l:I

I T V E R T I S I N ' ;a r , dp a | s o r i l s F l l i " AI I p b u t hs p s m e n ros i r h n r p a l e s l a i es e l l i r , s. I 1 l p , ' l h p ) . r F r , o r s " p a | a r eo n d d i s , i n , i : r h c I r , , I g c o I e u 1 h , i h . n l t r p r r. r , d i r , i I r F r l o . k ,d i r , a p c r . n . . r r r " n .

_ Adveltisirlg, as a r.ule,canrlot take the pla(e of personal selling in the real estrte rror.ld entirel\,. Il is a .i,astaid, howcver. ancl. rvhile_no advertising expert has ever. satisfactoily deffned adveftisirig, it is a well rccognized busiress {act that there is norv more nearlv an acleq u a i e r F B l _ z r l i oonl N l j i t a d \ e f r i : : n g. a n a , , d d , r s i . , * o r , r f l : s hx.n d tnere rs arso present a mol'e comprehensive insight into its poten_ Seiling is usually defined as the transier.of proper.ty from oDe to aDothei for- valuable consideratioD,or eflectirg a contract coDtenplatin_g_this outcom_e. Selling admittedl)' constitutes a lalge perceniage of the present day br'oker.ageb[siness, but its importalce has nev-er. been suflicienUy emphasjzed in the comDalatively meager assortment of books, magrzines aDd other.r'ritten material conceininE this line The s:lnle lack of enrphasisholds tr.uc for. the subiect of adverlisine a. il i" fp.hlpd (o rahl estrtc- onlJ ro a l.scpr dcErap This is p | o b a L l Id, u A ' o l h , h . r j h a r r l - . r j L . kn f | | a , , s , . r . i b i ni dc e a so n t h e s e t $ o s r r L J p r tl"o f a t ' e r j c n i o r ' r n i d h b o l e| l . . I r i s ' o t p a s r r o l e l l , n a n f B c l i . r l r a I c 4 , ' c p t r . g i l l , f l i , h r i o n sL o r ' " i l r v p " o L l p m s o, f t h p principles of these two subjects and this may account for ihe fact that no emphasis has b€en placed on either subject in:ril cortributions to real estate literature. Adveftising, or', as it is sometines called, mass selling, is prtrpr,hpd in Amerira., businpsslodr.! il" ir ha\ n"ver Leen Lefore. I l s r F l a r i o ' , si ul t o p c r s o r r asiF i l i | | gi ! b p c u i r , gr l o s c fc a . h d n \ a c l h p basi bra;n. co e lrntp ufo|| rl- s subjp.t. lr hll. gfcarar.limirations thar perso'lrl spll;ngLp,h se ir is lpss fre\ibt. and is subierr to lcwer changes thar charactelize pelsonal sellixg. It must be constaDUl borne in mind that advedising is not antagonistic to personal selling, but is essentially complementary. Saleamen do not compete with advertising. They work. or- should work. in hamony lvith the adveltising depalinent. Each has been createal for the bellefit of the other.. Many books have been wt itten on salesmanship,but the aver.age Califomian who has ever sold r.eal proper.t)'-,as j rule, has nevir

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rcceiveda very gleat amount of help from the theoretical efiolts of present day business writers ilr the east. Selling is such a pelsonal prcposition that it is hazaldous to try to teach it successfully,and as a result it is difiicult for the ,ruthol to impaft by the printed word what it is so difiicult to tell effectively by the spoken word. The Realty Blue Book is therefore indeed fortunate in having the cont butions for this depaltmert writi€n by men *'ho are practical minded. They have put down on paper just whst they believe can be utilized by the averase Califolnian to the best advantage in helping him to sell morc r'eal prope y, and to sell it more satisfacto ly and, as a }esult to bdng mole contentment add happiness to his fellow men. But an analysis of fuDdamental phases of adveftising and selling can be made of the greatest benefit to the average man and voman engagedin the handling of real property in Califomia. These ploblems are taken up in the articles which follow, and instead of generalities the writers have descendedto a "brass tacks basis" and have tappedtheir reservoils of expedence to give the most helpful points to their circle of readers. These realtols have ouuined wo.kable meUrodsof attacking the difiiculties in disposing of real estate, and fulthermole they are Californians and they have prepared these treatispslrom the slandpoinrot Californians. Thus the information can be applied to realty selling problems in all pads of Califonia, and there are suggestions in each of these articles which caD be utilized to advantage by the operator, broker, owner and prospect, whether they live in a large or snrall urban cornmunity. Much of the writing usually available on these two subjects is unfortunat€ly plepaled by men who have had neither extensive nor successfulselling expetience. The authoN of the articles in this section of this volume have made notable successesin selling real propelty of all kinds, so that the points advocated to solve advertising and selling per?lexities are based upon methods evolved in the culiculum of the Universily of Experience.