Ian Grace

Ian Grace

Known internationally as “Mr Real Estate Advertising”, Australian born Ian Grace is acknowledged as the world’s leading authority on real estate advertising and customer service. For more information visit iangrace.com
  • Elite Agent
    real estate customer service tips

    Look After the Listings You Lose

    EVERYONE KNOWS THAT their existing customers should be regularly followed up after the successful sale to build an ongoing relationship. Ian Grace demonstrates how to take this further and follow up on the listings you never had. How often does follow-up happen, for example with a car salesperson? Not very often, most would say. But sadly, it’s the same with many real estate agents. …

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  • Elite Agent

    The Referral System That Really Works

    THE DIRECT TRANSLATION of the Latin phrase Quid pro quo is ‘something for something’. You can use this to your advantage to to create partnerships with the local community who will be only too happy to promote your business in return for you promoting theirs. Ian Grace explains a tried and true marketing strategy that can help you win new clients. …

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  • Elite Agent

    Research your advertising to guarantee its effectiveness

    In the last of Ian Grace’s series on writing effective ads that, Ian Grace has a masterclass on testing the ad, while carefully building relationships with new prospects. Research your advertising to guarantee its effectiveness is broken into two stages:- Test your ads before they appear in any media Research the potential buyers who respond to your advertising, to confirm you are exactly on track 1. …

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  • Elite Agent

    Pricing – Take Your Sellers for A Ride!

    In the second last his series of writing ads that sell, Ian Grace now says its time to take your sellers for a ride, and before you get too excited, its probably not what you think! No, we’re not going to take them on a one-way trip to a deserted place, nor are we are not going to con them. What we are going to conquer once and for all are two things I get really tired of hearing from agents. …

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  • Elite Agent

    How Many Times do You Run The Same Ad?

    In Part 8 of  his article series on writing great ads that sell, Ian grace answers the question of how many times do you run the same ad? Once you’ve created a great ad, run it at least four times if not more, as research shows people need to see the same ad or message three times or more, on average, …

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  • Elite Agent

    Mix Master

    You may have been following Ian Grace on eliteagent.com, and in ‘the brief’ for the past few months. We continue his great series on real estate advertising with this next instalment about how to create the right mix across all mediums. All too often, I see agents with totally different ads for the same property in different media and they don’t even look like each other. …

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  • Elite Agent

    Use Different Ads for Different Target Markets

    In my last couple of articles, I promised I would talk about the power of creating an advertising campaign, rather than just individual ads in individual media. However, before I do that, there is another powerful tool I want to cover first – using different ad campaigns for different target markets. Don’t forget, the whole HOODOO concept is about carefully targeting your market – …

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  • Elite Agent

    Use people’s names in your ads

    Another powerful element you can use in your ads to “humanise” and personalise the ads and the properties for sale, says Ian Grace, is people’s names. When you use the sellers’ first or last names (with their permission, of course), it immediately creates a picture, that real people actually live in and love in the property – and isn’t that what buying a home, …

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  • Elite Agent

    Put people in your photos!

    As we established in my last article, photos and headlines should work together, always keeping HOODOO in mind. Choosing a photo that is not the front of the house, as the main photograph in your ad, is a paradigm shift for most Agents, as the industry has been doing the same old thing, for so long. However, once we make that bold step, …

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  • Elite Agent

    Powerful Photos for great results

    What is the most important part of any ad? The top bit! The very first part of the ad that prospective buyers see. People will never read every ad – rather, they skim from ad to ad, letting the photo and first few words (which is normally the headline of the ad), decide for them, whether they will read the ad further. …

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  • Elite Agent

    How to create powerful headlines

    Headlines are absolutely vital for any good ad – in fact, it’s only the headline and/or photo that will determine if the prospective buyer decides to read the ad at all. Scary statistics show that, with all advertising, only one out of five people read past the headline of an ad. When agents say “when they read my ad, they will understand that………..”, …

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  • Elite Agent

    The real secret of effective advertising – it’s all about “HOODOO”

    This is Part One of a 10 Part Series from Ian Grace that will help you to write great real estate ads, that sell, every time. Hoodoo.™ Remember that word and you will always remember what effective advertising is all about, not just a week or two after you have read this article, but for the next 10, 20, 30 years or more. …

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  • EPM

    Double your Rent Roll

    We’re all looking for new ways to increase the rent roll. Sometimes all it takes is some fresh thinking applied to existing business practices and the results begin to show. Ian Grace takes a two part approach to doubling your rent roll. Lesson 1: They are not “landlords” – and you are not “property managers” If you are serious about dramatically increasing your rent roll, …

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