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14 Comments on Advertising...Internet vs. Print
I would prefer to do ALL my advertising on the net...b/c yes. Most buyers come from the web. However, we have sellers INSIST that we advertise on print. Has it ever brought us a buyer? No! Times are changing indeed. I wish the sellers would just trust our professional opinion and experience.
-Meredith Amon
Great post. The numbers are definitely indicating (and interactions with consumers personally) that the internet is playing a major role. From cost perspective, it can be much cheaper as well. The difficult part is that other 20% and the recognition that they can not be forgotten about (especially when listing a property). I feel that it is important to find a balance between the 2, and that entails measuring the effectiveness over time. I do both, and have focused more on the internet piece becuase that has provn more effective for me. As for print (as strange as this sounds to many), newspapers have been more successful than magazines. I attribute that to the area and not as a general thing for others areas of the country.
In Texas, a resent survey showed 94% of buyers were online looking at houses. What's the point in spending 6% of my budget on print when I rather put that money into the rest of the internet marketing? I do one print thing and that's the Just Listed/Just Sold cards as they're sent out automatically through a program I have set up. Everything else is online.
Lisa, I agree with most of what you have said other than agents previewing houses on tour day. If it were that simple buyers would purchase homes without physically looking at them and just show up with a moving truck. How many time did you see a home on line only to see that once you pulled in to the driveway you discover junk cars in the neighbors yard, the peeling paint on the back side of the house, or the sun is shaded most of the day by a huge tree? Is that LP siding or is that Hardie Board? The list can go on and on.
Brokers tours are still important and all that about seeing it on-line is enough preview is Bull. As Realtors we sell the details, and those details come from first hand knowledge of our market area. The Internet will grow to huge dimensions and replace most print ads in the near future. You just can't replace the first hand knowledge of having actually physically seen a home or property. Besides Broker tours can be relationship building and help get a property sold faster or the price adjusted.
Thank you for everyone's comments.
KC-I wish I had your success with Broker's Tours. Over the last few months I have marketed and held about 20 Broker's Tours in all different price levels, at the request of my sellers, and have had not ONE broker attend. Not one. I pay to send out the postcards and emails and buy the food, drink and "prize" for attending. Maybe you should write a blog of how you are so successful with them. I would like to know what is working for you. Thanx
Good post. I am in the Real Estate advertising field and I agree with a lot of what your saying however in my own defense I have to disagree with some of your points. Statistics show that 87% of homebuyers are doing their search online, however there are reports showing that print media does in fact fuel the internet. Look at ebay, started out internet only now they have their own magazine as well, that is only one example of many.
Print media and the internet should be complimented much like a marraige, there are print medias that have relationships with the big names in the internet arena. The Real Estate Book for example is the largest publisher of Real Estate Magazines in the Country, however they also have created unique partnership with roughly 35 websites in which the Realtor can feed their listings to. Its all part of the entire package that they offer, so if you are into the net and putting a lot of money into it then you owe it to yourself to check out The Real Estate Book because you will target your internet audience and take care of your sellers request to be in print for a fraction of what you might think.
If you should have any questions at all please do not hesitate to call me. 760-567-4331
Jeff
We have a couple of very reasonably priced niche websites....
One is for waterfront properties....GreatWaterfrontLiving.com and the other is for "second homes", and that one is called GreatSecondhomes.com
In addition, we have 6 very targeted niche magazines....Great Western Ranch Properties, Texas Ranch Properties, Houston Great Properties, Dallas/Fort Worth Great Properties, Austin Great Properties and San Antonio Great Properties. These are all full-color, glossy magazines with beautiful photography and they are distributed via direct-mail to a select group of individuals that can afford to buy these types of luxury properties.
Jeff, your advice about The Real Estate Book couldn't be more off the money, and FLAT OUT WRONG! Network Communications Inc. who owns The Real Estate Book, has terminated or layed off hundreds of employees during this Real Estate downturn, while telling their advertisers to "stay the Course" and not cut back. Wow, what Hypocrisy! They even eliminated their National Online Manager! The Real Estate Book has been run into the ground by poor leadership, and the company is now paying a heavy price. The advice not to advertise in The Real Estate book and go with credible Online companies that do not have any affiliations with print is sound, and readers should take that advice!
I have a win win proposal... I have been providing virtual tour services in the Sussex county NJ area for sometime now. In addition to providing the virtual tours, we have now expanded or services to provide Internet advertising where Realtors can list an unlimited amount of properties with up to 20 photo uploads that get automatically compiled into a slide show and has many more features such as (Realtors listings page, Map to property, add your photo and company logo, view statistics for each property, and much more.
Since this is a new site that will be launching in October of this year, we are offering this service to all Realtors at no charge for everyone who creates an account and posts listings by December of this year. Once you create the listing, they will remain active for one full year.
You get the free service and we get traffic to our site. We also ask that you link our website to your site (if you have one) or help spread the word about our website. By the way, we will also invest in advertising to get additional traffic to our site.
For more information on all the features and services we offer, create an account (it's free) and I will e-mail you our brochure.