Wednesday, July 16, 2008
The cover of Preston John’s book on 21st Century Advertising for New Home Builders features a digital representation of a house on a sleek new laptop, visually promising a book full of information on utilizing today’s technology to its fullest potential when selling homes in today’s marketplace.
What you’ll find inside, however, is a brief little refresher on the basics of marketing and advertising, the kind that you might find yourself subjected to at an overpriced motivational seminar. With its small novelty book dimensions, the book looks, feels, and reads like something you might receive in a goody bag at such an event.
The book opens with an eight page comparison of the housing market to buying eggs, and the level of usefulness never really rises above that. The selling of new homes is neatly broken down into “The 5M’s” (which I will not reveal out of courtesy to prospective readers), which are listed and explained in great detail, but with as little actual detail as possible.
All of the advice and information given is done so in the broadest of general terms. For example: the chapter titled “Questions & Answers” contains only three questions spend over six (little) pages, and the answers are overwhelmingly self-explanatory. “How should I handle TV advertising?” The answer given, of course, is that you should hire a professional advertiser.
The author urges new home builders to purchase and utilize the proper computer software to chart and analyze their market research, but makes no attempt to recommend any specific programs. The chapter dedicated “Online Advertising” does not site a single website. Not even willing to offer the proper documentation for the definition of “Market”, the author forgoes an actual dictionary and instead offers his own definition of what you might find “If you were to look it up in a very conservative dictionary.”
If you were to look up advice in a very informative book, you might actually find detailed examples and lists of sources for further research. Unfortunately, this isn’t that kind of book.