Mr and Mrs Seller, Newspaper Ads do NOT Sell Houses!

Very well said. However, I am looking at a postcard from my former brokerage promoting that they do open house ads in the Tampa Tribune.  I just had a seller who thinks that not having it in the paper seems like  I am not aggressively marketing his house.

The newspaper ad is a dinosaur.  Today I have had 70 year old clients looking on line for homes.  The people still using the newspaper either can't afford internet access (so how can they afford a house?) or they are of such an advanced age that they are not likely home buyers.

I have started running print ads in our free paper that appeals to the under 50 demographic.  They are most of my buyers.  It is less expensive and even includes a photo.  The price is 1/4th the price of the daily rag and runs for 4 weeks at a time.   All the rest is web based.

I tell my sellers I go with what works! And I track responses to all my advertising efforts.  Why throw good money after bad?

I agree, ads are expensive and rarely work in this market. I have also experienced misprinting and generally bad service lately with newsprint. In this business we are always adjusting and going back and forth between what works the best in the current market..

Here is what works for me...

- a unique webpage (www.theaddress.com ) that buyers see as they drive by.. a lot of people don't want to stop but will make note of the URL and look at it when they get home. (But keep a flyer box too).. Also, my seller's love to type their address in google and see their home displayed

- Open houses!  Both 'Broker's and Public'. They are back and better than ever! This is where you meet people ready to do business. I also mail a postcard out inviting the neighbors!

- Craig's List.  I love these free ads... and calls do come as a result.

-Networking. I find when I go to other agent's Broker's open... They support me in mine!

Good luck to everyone!

Here in Vancouver, Washington we agree!  The newspaper may be alright to promote our website's address however, for an individual listing the classifieds have been all duds.

We've had better luck with Networking, Viral Marketing, Craigslist, and our Website.

Thanks!  John

5 million in sales, zero newspaper ads...

I like the real estate periodicals that sit on the racks for 3-4 weeks at a time. Home buyers and candy shoppers grab those at the grocery stores. I've had a few leads through that avenue. But primary investment and return for me is internet internet internet

This drives me so unbelievably crazy!  Once again how do we educate our clients about "REAL" real estate?  How can they not know that a newspaper ad only makes me look good...not their house. We are the professionals and yet we are always having to explain to our clients (who know everything) how marketing real estate actually works. Realtors sell homes...not ads!

Thanks for more ammunition!

Your so RIGHT... 90% of homes are SOLD via ONLINE...... We have to learn to move with the flow ...
Technology is the new way to go.....

I disagree. I think it depends on the area you are in and what market you are targeting. Some homes do actually sell better off of newspaper ads in certain communities. Some need not be marketed in newspaper ads and would be a waste. There is an older generation that still does not feel the need to use computers and I think that is fine. Who am I to force them to use computers?

 Not everyone that reads the newspaper is low income. Some just don't embrace the technological era we are in. I use for example Regis and Kelly. Both are high income, neither know how to use a computer. Neither cares to know how either. They are too busy to care about computers but yet they are still successful in their careers. There are many people out there like that. You have to find other ways to still reach those type buyers. WE can't leave out the 6%. To me, that is almost like being prejudiced against lower income people or people that don't embrace technology. I love to work with renters. They are future buyers!!!!!

Thank you for the post! Your right newspapers are not hitting our target market like it did in days gone by.

Take care!

RJH

I agree - I came from a background in traditional advertising, and could not agree more. Promoting listings in the newspaper, for the most part, is wasting your advertising dollars these days.

I don't do newspaper ads, either.  Get an Arch Telecom line and give the listings different number codes so you know what makes the phone ring.  The newspaper doesn't.  Neither does the 4x/year Homes Extra magazine.

Also, I had a listing where I told the poeple I don't do newspaper ads.  Thay thought that was OK, until there was no traffic on their house.  (There were issues).  The listing expired and they went with an agent who advertises all his homes every Sunday in the local newspaper.  Six months later, still no sale even though he had it during the warm months at a lower price than I did.  The only difference is that he's out $2400 for ads.

Karen Webster

5 Star Real Estate

Grand Rapids, MI 

I definitely agree, I used to let sellers "push" me into wasting advertising dollars on the newspaper and on the weekly home magazines you find at the supermarket.  I never saw a return on those dollars.  The newpapers still charge alot because they are selling fewer papers but still need to turn a profit. The weekly home mags are a waste in a fast paced market because the properties would sell before they would actually go to print. In a slower paced market they may be of some value in some areas of the country.  I did not get any serious leads from that source.  Another money and time waster are open houses.  Where I work no one attends them, no matter how much advertising you do to promote the open house, you may get a neighbor or two being nosy but that is it.  Now if a seller asks if I will advertise in the paper I say no. 

Kimberly 

Love this article, Thx

Definitely like that line. "Mr. and Mrs. Seller, would you rather me spend my marketing money and efforts on capturing 94% of the Buying population, or would you like me to spend my time marketing your house to only 6% of buyers?"

Perfect to use for listing presentations!

You're absolutely right!  I haven't had any problems explaining to sellers why I don't advertise their listing in the newspapers... except for when I listed a friend's house for sale and she just insisted on a big picture ad in the paper... they warned us in real estate school... friends and family are the hardest to work with!

Ginger Allen

Hello Donna!

I am Broker/Manager of Century 21 Shoreland here in Provincetown on Cape Cod.  I do NOT do any print advertising what so ever!  In 2001, 2002, and 2003, I spent over $25,000 per year on print advertising and NEVER received a phone call from any of the print media.  My new leads came from contacts, referrals, and the INTERNET.  Not only did the Buyers come from these sources, the Buyers actually went to the closing table- they were not tire kickers.  Thus, all of my marketing budget goes into the line item "online/internet advertising".

Nope sorry.

Yes, studies show that many people search on the net, but many, I mean many call on my adds.

Problem with online is people do not want you to call them and bother them.

Yep, I am right.  Good luck in the future.