Firm Ships Ad Kits

Selling real estate, the pros say, is rarely an easy job and gets downright miserable in a recession.

At Prudential Real Estate Affiliates, efforts escalated last week to help agents compete. The company, based in Costa Mesa, shipped personal advertising kits to each of its almost 30,000 agents in 1,100 offices across the United States and in Canada.

Each kit contains 22 prepared ads that the agent can use, in-depth instructions for preparing localized advertising campaigns and a detailed description of Prudential’s new $60-million national ad campaign.

In addition, Prudential’s in-house advertising department prepared a 12-minute video explaining the kit and how to use it--and sent 1,500 copies to office managers throughout its network.