Irene Renna, Real Estate Pro in Stony Brook, NY

FOR AGENTS: How effective do you think the newspaper is for getting your listing sold?

Asked by Irene Renna, Stony Brook, NY Mon Jul 5, 2010

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Answers

14
My vote is against newspapers. You can't see a virtual tour in the newspaper. You can't click to enlarge. You can't get links to schools, activities and so much. The list goes on.

Why not save trees and give up the newspapers? I miss them, too, be we can live without them.

Scott Miller, Realty Associates, Boca Raton, FL
2 votes Thank Flag Link Mon Jul 5, 2010
Not everyone is computer savvy & relies solely on the internet to find a home.I think there has to be a balance between print & internet marketing to get a house sold. I find newspapers efffective for generating traffic for open houses, new listings & price changes.
1 vote Thank Flag Link Mon Jul 5, 2010
Irene,
My office tracks inquiries from various real estate publications, both magazines and newspapers. A couple of years ago, we dropped our full page ads in the weekend editions of the local papers, due to low response from this medium. We used the money we saved to expand into additional real estate magazines, most of which also have websites. However, I have noticed that some of the individual agent ads for weekend open houses have resulted in sales. So perhaps it's not just the medium that matters, but the message. Hope that helps.

Warm regards,
Maggie Hawk, REALTOR
(386) 314-1149
Watson Realty Corp.
1 vote Thank Flag Link Mon Jul 5, 2010
90% of home buyer's look online for homes. Here is a link to the 2009 NAR home buyer's survey:

http://www.realtor.org/library/library/fg006

On the other hand, only 40% look in newspapers. With so many free or inexpensive places to market listings online and with the best audience, why use expensive print ads in newspapers?

The second place resource for home buyers was real estate agents at 87%. Buyer's agents most often than not are involved in sales with listing agents. Don't forget to reverse prospect your listings if your MLS has that feature as a marketing tool. The MA MLS PIN site has reverse prospecting tools.
Web Reference: http://teamlefebvre.net
0 votes Thank Flag Link Wed Jul 7, 2010
The key word is effective. In large metro areas, ads cost so much that it's not efficient. However a print ad that connects to an online presence can be useful. Also in my area purchasing a print ad also gets one online ad placement and therefore I continue to feed money into the print machine. I think you will find that the most solid results in print are brand new houses and those that are great deals. best of luck
0 votes Thank Flag Link Tue Jul 6, 2010
Hi Irene,

In my local area and IMO real estate newspapers are not effective however I would compare it a bit like realtor.com, meaning it can be a home seller pleaser and a listing tool.
0 votes Thank Flag Link Tue Jul 6, 2010
Many studies have proven that in todays day and age, almost all qualified buyers start their home search on the internet. Newspapers are now looked upon as an antiquated way of marketing listings. Technology is the new frontier!
0 votes Thank Flag Link Tue Jul 6, 2010
In any advertising you do you must know, in detail, the audience you are communicating with. You need to create copy appropriate for your audience. There are extremely effective real estate lead generating methods that work very well with print media.

When I'm looking to purchase a car I don't seek information from 'Homes and Land' likewise someone looking for homes for sale won't look in the newpaper when the 'homes for sale' store is clearly the most effective resource for a home buyer. So, newpapers will not get your home sold.

Each medium has its place. You, as marketing experts, must know how to create the proper message, appeal and call to action. Every resource ever created is a viable tool for generating leads, but the old, tired and outdated message of 1982 just won't lead to a successful real estate campaign today. However, when you wrap your message around the four fundamental things the consumer has demonstrated they are willing to PAY for, you now have something to run with. Print, electronic or spoken, you will get responses.

For an agent without the agility to make these adaptations, the enevitiable and proper response must be, "It doesn't work, FOR ME." The rest of us might say, "Until the newpapers get real with their price structure, they have set the path to their enevitable demise." Now, for the other componet....extensive print advertising is EXCEPTIONALY influential for persuading a seller to list with you. That most certainly should count for something.

Annette Lawrence
ReMax Realtec Group
Palm Harbor, FL
727. 420. 4041
Web Reference: http://www.mydunedin.com
0 votes Thank Flag Link Tue Jul 6, 2010
Newspaper circulation is at a pre-World War II low - 90% of all industries dropped this medium as an effective marketing tool years ago.

If we agents had to report to a CEO of marketing for our own business how could we conceivably justify "investing" in newspaper advertising?

Agents who continue to use dated prospecting activities (door to door knocking, cold calling, canned sales dialogue and newspaper advertising) perpetuate the stereotype of a real estate agent as being pushy - and our of touch.
0 votes Thank Flag Link Tue Jul 6, 2010
IMO - Newspaper ads are the dinosaurs of today.

My company continually tracks where business comes from.
As a result, over the past few years, they have allocated much of their print ad budget to the internet instead. The few print ads we do run generally just direct the consumer to our newly enhanced website, which is very consumer friendly, or they are "image" ads, rather than individual home ads. The few ads I personally run, in our local paper, also are image, rather than home ads.

All of our open houses are advertised on the internet, as well. Part of the new internet budget also includes paying for the Realtor.com listing enhancement feature for all agents in the company (a nice money-saving perk for us). In addition, all listings with 18 high resolution photos also get their own domain name/website. Virtual tours have been an integral part of our marketing for years already.

So..........I guess the internet is here to stay! :)
0 votes Thank Flag Link Mon Jul 5, 2010
Gen x is the one that is buying homes. There seems to be a mix of old and new techniques. I recently sold a home in Montello. I priced it right, listed it in the MLS/Trulia, and put a sign in front yard. No advertising, no Open House. It was under Escrow in two weeks. Forget the newspaper! Open Houses mainly benefit the agent/help him/her get new clients/leads. You're better off using the social medas to get it sold.
Web Reference: http://www.calcopm.net
0 votes Thank Flag Link Mon Jul 5, 2010
Not very effective. It is just another tool that in my opinion is not worth the expense. Put it on craigs list with v-flyer. Cost nothing and will be more effective. Internet is way more effective and last longer!!!

Good Luck!!!
0 votes Thank Flag Link Mon Jul 5, 2010
Most inquiries are coming from the internet, not sure many people are looking at real estate related newspaper ads.
0 votes Thank Flag Link Mon Jul 5, 2010
Zero.........even the newspapers have sites on the net.
Web Reference: http://fglick.com
0 votes Thank Flag Link Mon Jul 5, 2010
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