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.Tha Realtg BtrueBoalr of Cdif omi,a

H. M. HAnwooDEdiror "Lu Angelee Eedllor"

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138 The Reatt! BIue Book ol CaLlttrni.t

l ntroductionto lteal Estate AdvertisinsandSell i sl'4 H. M. HARwooD

Editor., "Los Angeles Reattor,,A I T V E R T I S I N ' ;a r , dp a | s o r i ls F l l i " A I p b u t h p s m e n r si r hn p a l

l : I e s l a i e e l l i r , s I 1 l p ,' l h p )

. r F r , o rs " p a | a r e n d d i s , i n , i : r h c Ir , , I gc o Ie u 1h , i h . n l t r p r . r , d r , i I r F r l o . k , i r ,a p c r . n . . r r r " n ._ Adveltisirlg, as a r.ule,canrlot take the pla(e of personal selling inthe real estrte rror.ld entirel\,. Il is a .i,astaid, howcver. ancl. rvhile_ oadvertising expert has ever. satisfactoily deffned adveftisirig, it is awell rccognized busiress {act that there is norv more nearlv an acle-q u a i e r F B l _ z r l i o nl N l j i t a d \ e f r i : : n g an a , ,dd , r s i . , * o r , r f l : s h .n dtnere rs arso present a mol'e comprehensive insight into its poten_

Seiling is usually defined as the transier.of proper.ty from oDe oaDothei for- valuable consideratioD,or eflectirg a contract coDtenplat-in_g_this outcom_e. Selling admittedl)' constitutes a lalge perceniageof the present day br'oker.age [siness, but its importalce has nev-er.been suflicienUy emphasjzed n the comDalatively meager assortmentof books, magrzines aDd other.r'rit ten material conceininE this lineThe s:lnle lack of enrphasisholds tr.uc for. the subiect of adver-l isine a. i l i" fp.hlpd (o rahl estrtc- onlJ ro a l.scpr dcErap This isp | o b a L l I , u A ' o l h , h . r j h a r r l - . r j L . k f | | a ,, s , . r . i b i n cd e a s n t h e s et $o s r r L J p r t "o fa t ' e r c n i o r ' r n i d h b l e| l . . I r i s ' o t p a s r o l e l l , n an 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 s o r ' " i l r v p " o L l p m s , f t h pprinciples of these two subjects and this may account for ihe factthat no emphasis has ben placed on either subject in:ril cortribu-tions to real estate literature.Adveftising, or', as it is sometines called, mass selling, isprtrpr,hpd in Amerira., businpss odr.! i l" ir ha\ n"ver LeenLefore.I l s r F l a r i o ' , s lu t o p c r s o r r a iF i l i | | g! b p c u i r , g l o s c fc a . h d n \ a c h pbasi bra;n. co e lrntp ufo|| r l- s subjp.t . lr hl l . gfcarar. imirat ionsthar perso' lr lspl l ;ngLp,h se r is lpss re\ ibt. and is subierr to lcwerchangesthar charactelize pelsonal sellixg.It must be constaDUl borne in mind that advedising is not antag-onistic to personal selling, but is essentially complementary. Salea-

men do not compete with advertising. They work. or- should work.in hamony lvith the adveltising depalinent. Each has been createalfor the bellefit of the other..Many books have been wt itten on salesmanship,but the aver.ageCalifomian who has ever sold r.eal proper.t)'-,as j rule, has nevir

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The Eeq,ttaBhe Boak of C ifonLia 139rcceiveda very gleat amount of help from the theoretical efiolts ofpresentday businesswriters ilr the east. Selling is such a pelsonalprcpositionthat it is hazaldous to try to teach it successfully,and as aresult t is difiicult for the ,ruthol to impaft by the printed word whatit is so difiicult to tell effectively by the spoken word.The Realty Blue Book is therefore indeed fortunate in having thecont butions for this depaltmert writin by men *'ho are practicalminded.They have put down on paper just whst they believe can beutilized by the averase Califolnian to the best advantage in helpinghim to sell morc r'ealprope y, and to sell it more satisfacto ly and, asa }esult to bdng mole contentment add happiness to his fellow men.But an analysis of fuDdamental phasesof adveftising and sellingcan be made of the greatest benefit to the average man and vomanengagedn the handling of real property in Califomia. These plob-lemsare taken up in the articles which follow, and instead of general-ities the writers have descended o a "brass tacks basis" and havetapped heir reservoils of expedence o give the most helpful points totheir circle of readers. These realtols have ouuined wo.kablemeUrodsof attacking the difiiculties in disposing of real estate, andfulthermole they are Californians and they have prepared thesetreat ispsrom the slandpoinrot Cali fornians.Thus the information can be applied to realty sell ing problems inal l pads of Califonia, and there are suggestions in each of thesearticles which caD be utilized to advantage by the operator, broker,owner and prospect, whether they live in a large or snrall urbancornmunity.Much of the writing usually available on these two subjects isunfortunatly plepaled by men who have had neither extensive norsuccessful elling expetience. The authoN of the articles in this sec-tion of this volume have made notable successesn selling real prop-elty of all kinds, so that the points advocated o solve advertising andsellingper?lexities are based upon methods evolved in the culiculumof the Universi ly of Experience.

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