The statistics are real.
The internet is definitely a force to reckon with. Whether you’re computer savvy or not, you have to take the bull by the horns and learn what works and doesn’t work for you in this electronic age.
The craziest thing is that over 80% of people looking for homes have utilized the web when doing their research. If that’s indeed true, while times are tight and you have to squeak out as much exposure as possible on a limited advertising budget, why even consider print advertising? The ratio of cost to return is way too high.
So you’ve decided to advertise on the web.
THINGS TO CONSIDER:
- Which websites will get you the most exposure?
- Which tools do you utilize?
- How do you monitor your campaign?
- Do you maintain your own personal website?
- Which other sites do you network with?
- How much do you outsource versus do yourself?
- How do you capture leads?
- What do you do electronically to insure referral business?
- How much money do you allot per home for marketing?
- How will viewers perceive your abilities and value?
It’s amazing, but since the web can track and produce great feedback reports and the number of web views (when properly exposed) tops the charts, you should consider pumping as much as possible into web advertising.
Remember that you don’t have to go broke. There are plenty of free resources available to get your listings exposed.
Here are some buzzwords you should make yourself familiar with (if you haven’t already): Search Engine Optimization; Social Networking; Social Bookmarks; Google Analytics; Ad words ….. to name a few.
Whatever tools you decide you might use, remember that if you expose yourself correctly, THOUSANDS of people will see your listings. With that said, remember to put your best foot forward when putting together your “perceived image.” The money you save on print advertising should be spent with professionals, helping you look like a powerful SELLING MACHINE!!
Design a personalized, well thought out website. Pay the extra few dollars and have Virtual Access Tours of New Jersey create beautiful looking still photos and virtual tours of your properties.
ON A SIDE NOTE: When creating visual tools, know that poor photos can desuade a viewer from considering your listing. ALSO - don't show everything there is to see in your listing (bait "the marketing hook" to make them want to see more). You wouldn't believe how many of people that have asked us to shoot their pantry and laundry room ... shhhheeeesh. We have a really nice way of explaining to the listers that it wouldn't be a good idea to do so.
With fewer competitors in the market, now’s the time to put your best foot forward and position yourself as a top producing agent. Remember that when people surf the web, they’re looking for signs that will let them know that you’re a successful realtor. Give them a GREAT first impression. Once they call you, prove to them that they made the right decision.
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10 Comments on Dr Mikey - Stop spending on print ads and take your savings and use professional web services
You're right on here, Michael, but it's not that easy. Sellers still expect some form of print advertising.
Hi Michael, "With fewer competitors in the market, now's the time to put your best foot forward" This is so true. Fewer marketing dollars are being spent so you can get more bang for your buck!
Good info. Michael... I am still learning about SEO's. I find the Sellers who are looking for "print advertising" are usually of an older demographic and/or are not totally computer savvy. They also tend to be the ones who are least realistic about price.....well, maybe, but that has been my experience though.
The local newspapers in San Diego are "chomping at the bit" for Realtor's business, they are really hurting.
Timely post...especially your alert not to say / show "everything". In this passive medium, you need to encourage an email or a call of that website, so leaving something out is a good way to elicit that response.
Hi Deborah
I have a guide that you can have that gives a little more insight to Search Engine Optimization. Go to our website (virtualaccesstours.com) and sign up for our newsletter. Once you go through the emal verification process, on the "Thank YOU" screen you will see a link that will provide you with a 19 page, easy reading guide.
I hope that can help you out.
Michael - good post. Print ads are becoming less useful in terms of buyers, but home sellers are still want to see print ads. Not all sellers understand the value of online market. Print ads are just one part of an overall marketing campaign.
Hi Michael, I have been saying this for months. I no longer do any Local Print Advertising that I have to pay for, however I do purchase a small amount of print ads from schools and local organizations to be included in Programs handed out at Special Functions. Here the number is said to be a whopping 84 to 86 %of people looking to the internet for their next home and it gets even better when you look at the age group including the 40 year olds, it goes up to a HUGE 91 % searching the internet for not only homes but their agents as well. Knowing this (check your local numbers for your specific area) why would anyone spend any dollars on print marketing at all. I also agree with your website reccommendations. It is money well spent. It takes time to create your "Web Presence" so you better get started. One of my "outside" blogs talked about agents getting left behind. This is so true for all Professionals in any business that can be done or advertised over the internet. Get savvy or get "Left Behind".
Carol Harris, REALTOR(R) ABR e-PRO
Pro Tours Unlimited, Your Local RTV Dealer
The print material that I use ALWAYS includes internet advertising either on their website or is fed to other home buyer websites. One local home magazine tellsus Realtors up front that it is the online marketing that will sell our homes. That the free home magazines that they distribute do not sell homes. The magazines drive the buyers to our website or their website to view our homes.
I know one local company that pays $500 per week for a small newspaper that does not reciprocate into any online advertising. What a waste of money!
I advertise smart and it is all geared towards online advertising.
I have not purchased a newspaper ad in years. They are expensive and don't draw well. I scrapped my old website and I was wondering if you could recommend a hosting company. Thanks.
Michael
Thanks, I signed up!