FAQ#4 - Why Aren't You Advertising My Home In The Newspaper?

I have to agree with Christine above. My area is extremely rural and we still have those people that insist on doing things the old fashion way. We do run an advertisement in the real estate section of one newspaper, but that's mainly just to have a presence with the other offices still running ads.

I do advertise in the newspaper and get Clients from doing so. It is the older generation that still looks thru the newspaper. I think smaller communities have more success with newspaper than large metropolitan areas.

Dick,  I remember the days of newspaper ads.  The internet is such a powerful tool these days and you're right, they get to see 25 pictures instead of just one.

Dick - At first, I thought you'd be preaching to the choir and you'd encounter little dissent.  As evidenced above, it appears there remain pockets of resistance to the newspaper thing.  My biggest beef with newspaper advertising is that its effectiveness cannot be adequately measured and its reach is so narrow.  If I could only advertise a listing in 2 places, believe me, newspaper doesn't even come close.  If a Seller wants newspaper advertising - then I would suggest they put up the funds above and beyond your negotiated commission rate.  I get that there is still a substantial portion of the pre-boomer generation out there but those folks are generally selling - not buying and our job is to put listings in front of BUYERS.  I don't see newspapers effectively filling that need.  Great post!!

Hey Dick - I'm really liking your FAQ series here.  Well written and well said.  I agree with Chris about the narrow scope of the newspapers reach (and difficulty in measuring its impact) but also have another issue.  In a market like Fort Collins this spring/summer, the ads are often out of date by the time it prints.  Things are turning over far too quickly for the newspaper ads to stay up to date.  Information is only as useful as it is timely.  Good, bad or otherwise, the internet allows that information to stay current.

-Dee

p.s. I have to say too that I'm thankful that we have such a great representation of Fort Collins here in 'the Rain'.  I don't think I've ever met you in person but have really enjoyed getting to know you digitally.  Keep up the great posts!

What?   No feature?  What happened?   This is a great question.  I don't know about your market, but only two or three agents advertise in the paper anymore.  And, even the Minneapolis Star Tribune on Saturday and Sunday has but fifteen or so houses shown.

Excellent post Dick in fact I've really enjoyed your series.  We don't use the newspaper here but focus huge funds and efforts with online marketing.  It works for me.  

I have found that in my area, newspaper ads for listings make little to no impact on outreach and audience. Everything has shifted to online, even articles themselves.

Dick,

In some marketplaces the newpaper ad works beautifully.  Two of our clients do extremely well as a result of their ads in the newpaper.  They are getting calls which turn into sales and listings.  Both of these areas are unique in their makeup.  In contrast their internet SEO and SEM (we monitor every aspect of that with our expert) are lukewarm with NO results.   Their listings are syndicated with every conceivable outlet, and the results are coming from the local newspaper ads and their community involvement, and their placement of print ads in the venues where their ideal buyers hang out.  We advise on a balance campaign in all medias, test and know exactly what will work where... Marketing is not a one shot activity, it has to have a strategy that covers all aspects of one's desired target market.  Each market is unique, and no one size fits all, regardless of the statistics. A

Newspaper advertising no longer is important in my area. Open houses on the Peninsula as well as in San Francisco, however, are advertised in the San Francisco Examinder. So--I can assure sellers that they still have newspaper exposure although the internet is what will bring them the most eyes.

Dick~ A perfect explanation of why we don't use newspaper advertising and why Internet marketing is so important!  Well written!

The amount of info online for listings just blows newspaper ads out of the water in our area too as far as buyer preferences.  I am also finding that among my son's generation (30 ish) they don't even subscribe to newspapers - online is where it's at to get anything in front of them!

Dick:  My guess, but I'm betting the location of the seller's home may have something to do with their desire for newspaper advertising.  Sounds as thought there are still those areas where the papers can still serve a purpose.  Definitely not as popular as years ago ... but still viable.  Other areas?  A total waste of dollars.  And I'm not sure that age has as much to do with their desire to advertise that way as years ago either.  I just saw some statistics that would repudiate that assumption fairly well.  As always, it boils down to location location location ... and the professional knowing their area's needs along with their clients ...

Definitely a good topic to address ...

Gene

Dick,

You've given a very clear, concise explanation of newspaper advertising and internet marketing that most potential home sellers will understand and appreciate. The biggies out here now make their advertising splash in local community newspapers read by potential sellers.

btw-I'm glad you're on our Realtor team because you take the game up a notch and we all benefit from that.  And, I'm glad I don't have to compete with you out here.

Dick - You are right on about the real estate section in the newspaper.  It's almost non existent now.  I haven't done any newspaper advertising in a long long time and don't miss it.  Great post.

Good Morning Dick, I hear this from time to time as well. With most of my new listings, by the time the ad hits we already have several offers. With internet ads and using specific sites when i enter the listing access to the info is instant and in an instant questions and showing request come pouring in. Have a great Thursday

I only do news print on weekend real estate open house special inserts and I don't pay for it. I tell owners in my marketing presentation, using your logic, that its not worthwhile. Putting an ad in Trulia and telling friends and neighbors is much more impactful!!! I also like to piggy back on community wide events like garage sales.

Sincerely,

Cathy Bureau
♥X☺X☺X☺♥

At times I wish I was a fortune teller when sellers ask me if newspaper advertising works. Advertising in the newspaper is one of the ways I market our listings and the copy is such to drive people to the web or to the open house. The other reason is I know many of the people who work at our local newspaper. They have jobs, kids, families, mortgages and dreams. Without our local real estate community advertising in our local newspaper, some of them may not have jobs.

Dick,

Great synopsis! When we lived in Denver, the Post would show so many homes, but I found people go to the Internet more often to seek homes. For our business, we focus more on Commercial Real Estate and Businesses, and we are beginning to ask brokers who use our services to send us more photos so we can make videos for them. The reason is more people are using the Internet and want more visuals! Thanks Dick for your blogs. I learn something every time I read them.