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72 WINNETKA TALK December 3, 1927 Building Materials You haven't had Real Service, until you've tried BUILDER'S SERVICE On Time Deliveries at All Times Our Service Also Includes-- Sand Lime Gravel Cinders Plaster Rock Lath Flue Linings Wood Lath Reinforced Rods Metal Lath Presstite Waterproofing Conduits Angle Iron Dampers Corner Bead Drain Tile Pressed Brick Red Granite Sewer Pipe Common Brick Crushed Stone Channel Iron Ash Dumpers White Cement Portland Cement Builders Service Co. 841 SPRUCE STREET Tel. Winnetka 521-2810 Wilmette 744 WINNETKA NATIONAL REALTY ASSOCIATION OFFICIAL POINTS OUT THE VALUE OF ADVERTISING BY MRS. W. H. WRIGHT (Chairman of the Advertising Committee of the National Association) HY should we advertise real estate? If someone walked into your office and asked you that question your quick answer would probably be, "To get buyers." And of course that is what your good advertising does do for you and your office. But let us look back of these immediate results for just a moment and see if we can find out "what makes the wheels go round." Even though some of our publicity exponents are prone to call this the "Advertising Age," advertising is no new thing. crete evidence of advertising on Egyptian pottery over 2000 years old. Advertising a straight forward state- ment over the signature of a respon- sible individual or organization will more quickly change sentiment than any other knewn means. It is a pledge of value and it is every advertiser's obligation to keep the pledge "truth in advertising." In just this way by our repeated ad- vertising over our signature, we have made the name "Realtor" a guarantee of quality of service that has revolu- tionized public sentiment towards the real estate dealer in the last few years. And it should be the duty of every Real Estate Board to insure 100% use of the word "Realtor" by its members in individual as well as institutional ad- vertising. Too many of our Realtors have been dozing in the back seat of compla- cency lulled by the axiom "Real Estate is the basis of all wealth" into dream- ing of business aad the good round useful dollars involved being theirs by right of occupation. How many of those Realtors are sleeping while of- ten even intimate friends and close acquaintances are investing hard- earned savings in ill-advised specula- tions that might have ben better in- vested in Real Estate with mutual profit if they had taken front seats in Our historians record con- the school of modern merchandising methods. Obviously the dollars spent on ex- travagant luxuries and mechanical" in* ventions as well as stocks and bonds are our real competition for Real Es- tate investments, and of times even for Homeownership as well. And these commodities are all scientifically ad- vertised and sold by high pressure salesmen. It is my purpose to call attention to the chief contributing causes of a new epoch in Real Estate Advertising, to our responsibilities and to our oppor- tunities. And these are vested in the tremendous influence that can be ex- erted in any community by creating a desire for "Land Ownership" and con- fidence in "Realtor Service" with ef- fectively planned Institutional Adver- tising by its local Real Estate Boards. Every board should also have an active, aggressive advertising and pub- licity committee which utilizes every bit of local news items that will keep the community constantly informed on all matters pertaining to real estate. These are the reasons "Why we Should advertise Real Estate." --The Bulletin. 860 Center St. Grading Excavating Building Material Drive-ways Flag-stone Black Soil TELEPHONE 32 WINNETKA Filling Soil in Large Quantities Now Available Winnetka Teaming & Supply Co. Lawrence J. Hayes Winnetka