The Process of Creating a Print Ad, according to Carly White

Let me share my experience with you. Let’s go through the steps involved to manage the creation and placement of a print ad for a multifamily property. (We’ll assume you don’t choose to have the publisher create the ad because that would be poor strategery).

  1. Design. Work with your designer who is most likely not in house and in another state. Go back and forth tweaking images, copy, logo size etc. Overload your inbox with massive files. Fingers crossed you don’t exceed the 4 hours of allotted design time.
  2. Approval. Take “final” design to The Head Cheese. Hopefully get approval. The Head Cheese questions the price tag. You’re already invested in the process. You hope it works. You say things like “I really think this will work”. You think. Possibly re-vamp with designer.
  3. Placement. Contact your ad rep for the rental guide. Hope you make the deadline. Fret over whether you should upgrade to the inside cover or right read or all the things we’ve been told works. They share with you they “just had something amazing come available!”. This will cost you more. Caution: You might find yourself upgrading your internet at this point for reasons no one can seem to explain to you.
  4. Tracking. It’s hot off the presses! Or is it? Where is it? Check multiple locations, hope you find it. You find it! Email the property, “Your print ad is live!” They can’t find it. Check back with the property. Did they get leads? Leases? They are not sure. Check the stats. Where is your username? You got a couple leads. It’s not clear if there were leases. Let’s assume there were 2 leases. Cost per lease = around $1,000.