Is print media dead?

Hi Gang

The only reason for a Broker/Agent to put money into print advertising is to entice the reader to a website where the listings are present and carry virtual media. I have a client, a busy Broker, who last year put over $12,000 into the newspaper for absolutely no return. Now, I am savvy enough to know that branding and awareness would be beneficial, even if it wasn't measurable, but print is expensive compared to online advertising and I wonder if it has had its time? Another, newer, client of mine told me Saturday that he doesn't do any print at all and puts all his marketing dollars online. He is convinced that is the way forward and he is currently carrying 15 listings, marketing each and every one in the same manner. There are many different ways to utilize online marketing in this industry. One sure fire way to reach thousands of potential buyers is through the use of a good quality virtual tour provider, one that can guarantee you exposure and is a fraction of the cost of having your marketing dollars in print. An Agents client may well expect newspaper ads and other kinds of printed material, and I fully understand that. If they are not focused on the Internet, and I do know people who are yet to get themselves an email account, they would expect to see their house listed in their local paper. This takes me back to my opening statement, the fact that you are probably wise to point the reader to your online presence. Virtual tours, email flyer's, craigslist and realtor.com to name a few, are tried and tested ways to reach potential buyers, so maybe, just maybe we will begin to see less in print and more online, where, in my opinion, it's a whole different ballgame and the only thing holding Realtors back is not having met the online marketing partner that can expain the benefits and that can also deliver!

Happy Easter one and all...

Chris