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
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.
Maggie Hawk, REALTOR
Watson Realty Corp.
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.
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 Every resource ever created is a viable tool for generating leads, but the old, tired and outdated message of 1982 just won't lead to a successful real estate campaign today.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.
ReMax Realtec Group
Palm Harbor, FL
727. 420. 4041
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.
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! :)