Guess How Many Houses Are Sold Each Year in Canada?

Between 2004 and 2006 an average of 476,063* homes changed hands annually through the Multiple Listing Service® of real estate Boards across Canada.

According to the Economic Impact of MLS Home Sales in Canada commissioned by the Canadian Real Estate Association (CREA) and conducted by Altus Clayton- Division of Altus Group Limited for release June 12, 2007, it is estimated that a total of $32,200 in ancillary spending (i.e., spending by purchasers on items other than the actual house and land) was generated by the average housing transaction in Canada. Per transaction ancillary spending varied somewhat by region, ranging from $20,325 in Atlantic Canada to $40,450 in B.C.

(17 of the houses that changed hands)

The total annual economic impact is estimated at $15.3 billion per year. Based on the U.S. having 10 times the population I would bet that $ 153 billion is a fair guess on the impact on the U.S. economy. Stay tuned for more research.

In B.C, the expenditures were broken down as follows:

General household purchases** – $ 1,275
Furniture and Appliances – $ 3,725
Moving Costs – $ 1,650
Renovations – $ 8,750
Services i.e financial, legal, appraisal etc – $ 21,400
Taxes (excluding GST) – $ 3,600

Total – $ 40,450
* According to The Canadian Real Estate Association
**Bedding, towels, lighting fixtures, tools, blinds etc

Direct Mail Idea 2 – Restaurant Guide

If your prospects and sphere of influence are located in the same general area of your city why not send them a postcard with a list of local restaurants that they will value for years?

This is an example of a generic 4″x9″ card I have developed for clients. It is designed for specific area of Vancouver called Yaletown which is self-contained so I was able to list the restaurants on only one side.

There is an area on the front and back for the
sponsor such as a Realtor to advertise their
name, phone number, web site etc.
Realtors can also add their photo, slogan
and company logo.
Each restaurant is listed with their name,
address and phone number.

 

(Click on card to enlarge image)

Some areas with more restaurants will require both
the back and front of the postcard like this example.

Clients have the choice of
colors, but to be cost effective
they have to stick with the
basic design.

 

So how do you start?

Most cities will have a web site that publishes lists of restaurants or you can use the local yellow pages. In Vancouver I used a combination of a web site called Dine Here and the local Superpages for my research. I then cut and pasted the information into a spreadsheet so I could organize the names. I also checked any phone numbers and added a couple that I knew had just opened up.

What about the layout?
If you are competent at using layout software such as Microsoft Publisher or an of the Adobe products then you can lay this out yourself. Otherwise you may need the services of a local printer and/or graphic designer.

Alternatively, even though it is in Canadian dollars and features Vancouver, check out our Restaurant Guide Fee Schedule as we can do the research and layout here and either send it to your printer or have them printed locally and shipped.

How are they distributed?
Depending on the client they can either be mailed as part of an unaddressed mail walk in a “farm area” or mailed in an envelope with a cover letter to your sphere of influence.

Do they work?
Ask yourself if you would keep a local Restaurant Guide? Would you tuck it into the drawer in the kitchen or put it up on the refrigerator? Would it make you think of the sender every time you looked at it? Would it keep them closer to the top of your mind when you are thinking of using their service or product?

This piece is perfect for “refrigerator marketing” as it is kept on the fridge for a lot longer than a sale flyer or Just Listed postcard.

New Business Ideas From Around The World

One of my favorite web sites to visit each week is called Springwise. It is a network of 8,000 spotters scan the globe for smart new business ideas.

They have an Idea Database covering the following fields:

Automotive
Eco & Sustainability
Education
Entertainment
Fashion & Beauty
Financial Services
Food & Beverage
Gaming
Government
Homes & Housing
Life Hacks
Lifestyle & Leisure
Marketing & Advertising
Media & Publishing
Non-profit, Social cause
Retail
Style & Design
Telecom, Mobile
Tourism & Travel
Transportation

There is a “sister site” called Trendwatching which is equally useful.