Are agents having better success in their print advertising with brand advertising or with listing advertising?

Asked by BHHS- Don Johnson, San Antonio, TX Tue Nov 22, 2011

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14
Bill Eckler, Agent, Venice, FL
Tue Nov 22, 2011
BEST ANSWER
B&K,

This is a most interesting question, one that I will monitor for my own curiosity. However, from a personal perspective "print advertising" appears to be going the same route as the US Postal Service....

Bill
0 votes
Annette Law…, Agent, Palm Harbor, FL
Wed Nov 23, 2011
Brian and Kelsey,
This questions frequently surfaces and presented by those who already have determined what they want to do. I'm sure you will share that with us soon.

As you can read, the greatest success comes from BOTH!

How is that possible?
It is not the media you use but HOW YOU USE THE MEDIA.
Bad copy equals bad results.
Wrong audience equals bad results.
Disconnected message equals bad results.

It is not the brush that brings forth the awesome image but it is the artist.
Put some thought and research into what you have publish and you will get results.

Best of success,
Annette Lawrence
ReMax Realtec Group
Palm Harbor, FL
Web Reference:  http://www.MyDunedin.com
1 vote
John Souerbry, Agent, Fairfield, CA
Thu Nov 24, 2011
Thanks Barbara.
I'm not used to being agreed with...
0 votes
Barbara Brod…, Agent, San Mateo, CA
Thu Nov 24, 2011
Hello Brian & Kelsey,

Great question and agree with John Souerby's answer previously. It all depends where your geographical focus. Different neighborhoods and audience are all different. But in my experience and the top agents I know, a combination of both has been the most effective given it is written well and very concise and goes for online media advertising as well as print advertising.

Print advertising (magazines, local paper and post cards) you are mostly targeting the locals living in that area already, Online media advertising/Branding/Lead Generation you are capturing the audience consumers living locally and consumers not currently living in the area or wanting to invest in your local area who do not have access to the print advertising in circulation.

I hope that helps. Have a great thanksgiving.
0 votes
Bill Krucken…, Agent, Sapphire, NC
Wed Nov 23, 2011
Thanks for the question, and of course, there are a lot of dynamics at work, and the results change from area to area, as real estate is so localized.
And Yes, I agree that a combination is most effective.
However, it is always very surprising to me that I get so many calls about the few listings I have that lead to Buyers of other properties, that I am focusing on getting more listings. Half the time the inquirer is not the least bit interested in the house listing they found me through, but instead, purchase another home.
Thanks again, because your question also gives me focus!
0 votes
Mikel DeFran…, Agent, Canton, MA
Wed Nov 23, 2011
Hi Brian & Kelsey -
Great discussion...I think so many people have forsaken print that there's an opportunity there. That being said, I see so many more advertising dollars going to online these days
0 votes
John Souerbry, Agent, Fairfield, CA
Wed Nov 23, 2011
Great question! Print is still a very strong advertising channel in my area and well-branded listing ads produce more business than ads with branding alone. In a branding piece, you TELL the viewer your story, in a listing piece you SHOW the viewer what you can do with business when you have it.
0 votes
Linda S. Cef…, Agent, Franklin, WI
Tue Nov 22, 2011
To add on to my original answer, I think print advertising is still very effective for branding purposes if you include your picture. I do not use local publications to advertise listings as it is very costly and I never get any results. I believe that when searching for a home, most people are looking on the internet either themselves or via their agent.
0 votes
Jo Soss, , Bremerton, WA
Tue Nov 22, 2011
I haven't used print advertising for ages. But, back in the day it was all about listing advertising and personal branding.
0 votes
The Stephen…, Agent, Portland, OR
Tue Nov 22, 2011
Personal branding is the only thing that works - in my opinion!
0 votes
BHHS- Don Jo…, Agent, San Antonio, TX
Tue Nov 22, 2011
I believe that in general print is dead or dying, our community though is somewhat different in that the general population is very tied to it's publications. We have always published listing but we are considering a strictly branding ad for the office that will run for a year... hard time deciding what is best
0 votes
Linda S. Cef…, Agent, Franklin, WI
Tue Nov 22, 2011
I still receive very positive response from print advertising, but it is always something of value.
0 votes
Judi Monday,…, Agent, Green Valley, AZ
Tue Nov 22, 2011
My most successful marketing vehicle is the Internet. I would love to get rid of all of my print advertising but sellers still expect it so haven't yet made that leap as yet.
0 votes
Tim Moore, Agent, Kitty Hawk, NC
Tue Nov 22, 2011
I am not sure what listing advertising is, but I get no calls from printed materials like magazine or newspaper ads. Everything I see is from the Internet.
0 votes
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