Question Details

Vicki Clark,  in Martinsburg, WV

As an real estate agent do you see print advertising becoming a thing of the past?

Asked by Vicki Clark, Martinsburg, WV Thu Apr 3, 2008

Help the community by answering this question:


I think it depends on what you are trying to accomplish with your print advertising. It is crucial to make a differentiation between "Marketing" and "Advertising". I simplify this concept by saying; "Marketing" is about "Me"..."Advertising" is about "The Product". These two things should work simultaneously in all of your it print or web or signage.

Using print media as more than a piece that will sell a home, but as a piece that introduces YOU (your personality, your style, your marketing prowess) to the reading public, will but the "BANG" back in those print advertising "BUCKS".
Hope that helps!
Live good. Be happy.
Mimi Osterdahl / The Muljat Group Realtors / Bellingham, Washington
2008 President, Northwest Washington Women's Council of Realtors
1 vote Thank Flag Link Thu Apr 3, 2008
Hi Vicki,

I read statistics last week that today there's a 500% chance that a home will be seen on the internet (and sold), versus any form of print advertising. Today, over 70% of buyers start their home search online and spend 2 to 3 weeks looking before contacting a Realtor. 88% of them have an interest in a property that they found online themselves.

78% of Realtors find their buyers online today.

Pretty staggering statistics!


Sandy Shores
2 votes Thank Flag Link Thu Apr 3, 2008
It's true, I hardly get calls off my newspaper advertising. I get calls from my web site and our local board MLS web site and of course from the yard signs. So I would agree if we are talking about local newspaper "print" advertising. However, I feel some print is still very strong: Mailers, Flyer Box on yard sign, MLS magazine.
But overall, as a businessman, this year my internet advertising budget will be over 500% of my print budget.
It's a dynamic industry, that's why I love it!

Brendan Murphy
Raving Real Estate
Laramie, WY 82070
1 vote Thank Flag Link Fri Apr 4, 2008
it's what the seller thinks! I agree with everyone that the bulk of interest is coming from the internet but try to go into a listing appointment and tell this to the seller... they get that the internet is huge but they still expect us to do print. My co pays for all of the print advertising, If I want something special I have to pay for it myself but other wise Im prob. one of the fortunate ones and don't have extra ad expenses. I believ sellers want to see a very well rounded marekting campaign for their propertites and print is part of it! Just my 2 cents..
1 vote Thank Flag Link Thu Apr 3, 2008
I think it is. The only print advertising I think is still worth while is very targeted ads in high end magazines or publications. And only for targeted properties. The calls we get on our everyday print ads are a waste of time.
1 vote Thank Flag Link Thu Apr 3, 2008
Definitely, I have several agents that have flat out stated they will not do anymore print advertising. Our company already does some basic print but, to pay hundreds of dollars and get nothing from it makes no sense.

Larry Story
Coldwell Banker Triad
1 vote Thank Flag Link Thu Apr 3, 2008
Yes I do. I posted a home for sale in the local paper for 3 days. The cost was close to $300.00, I recieved one phone call and that was to find out if the home was for rent!!
I'd much rather spend my money on other forms of advertising.
1 vote Thank Flag Link Thu Apr 3, 2008
I do. Most of our new business is coming directly from the internet in some fashion. I'm sure print media has its place in some markets, just not really ours.
1 vote Thank Flag Link Thu Apr 3, 2008
Yes. We only use print ads now in Real Estate Guides. That is a good value because buyers will come into town, put one of those magazines in their car (for a month!) and want to look at houses. So you pay for it and it works for a month. Other than that, all of our company dollar now is going to the internet. Newspapers, less and less.
Web Reference:
0 votes Thank Flag Link Wed Apr 9, 2008
Hi Kathy!

That's interesting. So could it be that the print ad was successful because it targeted a specific niche of home buyer [active adult community] ? Did you ask them if they saw your listing online as well? If they only saw it in the print ad, then that could be a way for you to target a unique group of home buyers [non-tech savvy] effectively. Print may be dying but in this situation, it may be a good opportunity to reach a targeted group of home buyers.

Thanks for your time.

Social Media Guru at Trulia
Web Reference:
0 votes Thank Flag Link Wed Apr 9, 2008
No, I see a lot of relevancy in it still. You have to keep your name in front of people because those that do get the phone calls and emails...
0 votes Thank Flag Link Wed Apr 9, 2008
Vicki, Yes the consumer is on the Internet looking for homes and I longer ues print ad. However, two weeks ago the Atlanta Journal and Constitution (major newspaper for Atlanta) featured one of listings on what they call a sampler of homes for sale. There was a color photo, price, some basic home info and contact info. I received 15 calls from this ad and I showed the house 9 times.

No, this was not a classified ad and the home was a ranch condo in an active adult community. I was amazed at the response. I am rethinking some advertising.

Kathy Seger
RE/MAX Greater Atlanta
0 votes Thank Flag Link Wed Apr 9, 2008
Hi Vicki!

Generally speaking, I would say the trend in real estate advertising is most certainly moving away from print advertising more each day. However, I met the top producing agent of a major brokerage in Long Island, New York a couple of weeks ago and he spends thousands of dollars on print and offline traditional marketing/advertising like shopping carts and bus benches. Plus, he was not tech savvy at all. Yet, he has been the Top producer for the company for many years. Interesting.

Here's a great blog post on the topic:

Social Media Guru at Trulia
0 votes Thank Flag Link Tue Apr 8, 2008
In Princeton, NJ we have two local newspapers. I still see the value of both for two reasons. The first is by using the paper as a way to advertise yourself. The most effective way to advertise yourself is a special ad which gives information very simialr to a blog. The second is promoting a special event or institutional ad about your company. Is the internet taking business away from newspapers? Yes. Will newspapers become a thing of the past? The answer is also yes, but that will take time - - the "baby boomers" still want to have print.
Web Reference:
0 votes Thank Flag Link Fri Apr 4, 2008

In our area we are seeing less and less print. Since 80% of our buyers start their process on the internew we are seeing many budgets headed towards internet advertising.
0 votes Thank Flag Link Fri Apr 4, 2008
Pam Winterba…, Real Estate Pro in Danville, VA
JD “Dan” Weisenburger, GRI
Broker-Associate REALTOR®
Vanguard Realty, Inc. GMAC Real Estate

Interesting thread! I have been curious why agents suddenly don't belive in the magaizines anymore.
Here's some stats from our production in 2007

75% From Buyers Agents
12% From magazine Ads
9% From Sign calls
4 % Internet and other sources

Sphere of Influence 63%
Magazine 21%
Sign Calls 8%
Internet and others 8%

Our magazine advertising is strategically placed to catch the eye and magazines last forever it seems.

I do not use the local newspaper but my brokerage does for an occasional special event

JD “Dan” Weisenburger, GRI
Broker-Associate REALTOR®
Vanguard Realty, Inc. GMAC Real Estate
Web Reference:
0 votes Thank Flag Link Thu Apr 3, 2008
In our office, we are cutting out over 80% of our print advertisng for just the reasons that Sandy has stated. I just wondered what other agents were doing. When I go on a listing presentation, I have not had one seller complain when I tell them the the internet is where I will be advertising and show them the statistics.

0 votes Thank Flag Link Thu Apr 3, 2008
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