This is an interesting article about why we in business need to transition for other marketing tools to electronic media. Of course, it is double necessary for those in real estate. Move it, or Lose it! Author, Tom Valles tvalles@ebmdigs.com ---------------------------------------------------- As a boy, I spent many a morning delivering the Rocky Mountain News. It was an icon of newspapers for Colorado that had been in business since 1859. Sadly, on February 7, 2009 the distinctive “plop” of paper on porches fell silent. The tremendous costs to print and the migration of consumers away from paper to electronic venues dealt my beloved “Rocky” too many blows. Other industries have been hard hit as well. Have you visited a travel agency lately? The little town I work in had three locations not long ago. There are none today. How about record stores, or even trips to the local Post Office to buy stamps? These old standbys didn’t move very quickly, but consumers did. Now Expedia, Orbitz or Priceline are available 24/7 to meet virtually every travel need from the comfort of your own home (your home computer that is). Buying music has changed dramatically with sites like Pandora, the i-Tunes Store and other online sites that invite consumers to download any genre of music desirable. While I have yet to pay all of my bills online, my trips to the post office are growing fewer and fewer every year. If you are in business, and think you are doing alright with traditional advertising, I have a warning: “Move it, or lose it.” It is a good start to have a web site for your business, but does it give compelling reasons for consumers to buy from you? A consultant may be needed to provide an in-depth evaluation of your site. It is a good next step to move toward search engine optimization (SEO) to push your web page up in search rankings. Next, use the tools that are out there like having a search link on your site and using Google Analytics to track how many people are visiting your web page. And remember above all….keep moving! Look at your industry journals, newsletters, periodicals and government reports to keep apprised of market trends. Go where your customers are and take a good look at the cost differential between printed and electronic ads. For many businesses, it could mean the difference between throwing in the towel, or staging a comeback even Sly would be proud of. Tom Valles is a writer who specializes in real estate on behalf of Electronic Based Marketing, Inc. http://www.ebmiddigs.com/DisplayWebPage.aspx?DynContentID=479