Extra, Extra... Who Is Reading All About It Anymore?

I think a lot of print advertising is done for the benefit of the Sellers, not the Buyers.

Also, large corporate print ads are designed to impress prospective agents to join that company.

Look at who's making the ad buying decisions at these companies.

Large companies and brokers are still spending money on bus bench advertising!  There are agents riding around in Hummers with print ads plastered all over them. 

This kind of advertising is getting pitched and the people responsible for buying it are still buying.

Some are trying to reinforce company image.  Others are just lazy or completely out of touch with where the consumer gets their information.

Who ever said real estate brokers and companies are marketing experts?  If I were a consumer and I saw a particular company was making stupid marketing choices, that would be the kiss of death as far as ever using that company to list my home.

Much like the 8-track player that I can't let go of, our consumers force us to use newspaper advertising.

As much as I hate print advertising, and writing a huge check to the Tribune each week, it is still a necessary evil in our market.

That being said, our best advertising dollars are spent online.

Speaking of the 80's, readers may be interested in learning that Svec is a charter member of the David Hasselhoff fan club.  Screensavers, a lunchbox, stickers, a calendar, a coffee mug, a mouse pad, a bobblehead, the list goes on - all bearing the Hoff's image - adorn Chris' office in Columbus.

Most of the agents that I work with have abandoned the print advertising aspect.  It just doesnt have the ROI that other avenues do...

Here again, it's lack of education on the part of the client.

I explain not only cost but also the lack of trackable (is that a word?) results when using print media.  We have no way of assessing the amount of interest a particular listing is generating.  By using the web, hit tracking url's and sohpisticated email campaign services like Constant Contact, I am able to show them REAL numbers and assess interest.  I also use surveys to ask those who opened my email what they think about the appearance, price, etc.  This feedback is critical to marketing the home. 

When you explain that the target buyer audience has changed, and that X and Y gens do NOT want ink on their fingers, the picture begins to get clear for the seller.  After all, WE are the ones they are hiring to do a job...I'm not using their antiquated ideas of what advertising SHOULD look like.  Sometimes I think it's a vanity thing with them.  They just want to see it in the paper.  If this is the case, show them copies of all the web pages their home is featured on.  I think you'll find that the discussions about print ads will come to a screeching halt.

Be strong, guys....we owe it to the client.  If you can't be strong on something like this, how can they trust you to be strong on protecting their price?!

Uh-oh.  Somebody is rocking your boat, Svec!

I get all of my news online.  I am in control of what I see and hear and when while saving paper...

Chris, great post.  We have stopped print advertising.  When we first opened we spent 500 a month on a local trade rag with good circulation.  We stopped that after 6 months because we got zero calls from it.  I use all the tools that Real Living has to offer on my blogs.  I also give my sellers a 'voice' on my blogs and they like the fact I post the listing on places like DIGG, Real Estate Voices as well as other places. 

Interesting thing that is going on.  I get calls weekly from the trade rags begging for us to advertise.  Our paper, The Charlotte Observer is getitng thinner and thinner.

Chris.. The answer is *simple*... We advertise in the paper for the over 60 age set that are looking to downsize, and do NOT feel comfortable with computers.  They still rely on the newspapers..