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Are Yellow Pages Effective As Advertising Anymore?

Yellow Pages Quick Poll to the masses here, what do you think?

Are Yellow Pages Effective As Advertising Anymore?

I see some of the larger offices advertised in my area, in bold print, some of the dominant Realtors or Realtor teams. But does anyone read these books anymore? Better in small towns vs. large cities? Better for the older age demographic vs. younger folks? Isn't the Internet where 90% of Realtor search starts? Are Yellow Pages like print advertising for homes, excluding specialty luxury homes, turning into a dinosaur? What about other professions like Inspector, Feng Shui, mortgage companies, title insurance?

Seems like I have used them recently only for plumbers and HVAC repair.

Is Yellow Page advertising worth the investment today?

Posted by Gary Woltal - Associate Broker REALTOR® Dallas Ft. Worth on 02/16/2009 07:39 PM

Comments (60)

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60 Comments on Are Yellow Pages Effective As Advertising Anymore?

FEB

Gary, I use the yello pages only occasionally. My tired old eyes don't do as well with that small print anymore. I usually use the computer. xxoo

I don't own one and none of my homes or offices have one because I have an internet connection.....

It's funny. I throw them away as soon as I get them, but always save a copy for my hubby. He is NOT internet savvy and still likes to see it in print. My thinking is that in another 20 years they will be obsolete.

I can't even think of the last time I openned a phone book, much less the Yellow Pages. I have dropped 90% of my classified advertising as well. It just wasn't generating the calls anymore.

Gary, I think I have picked up the yellow pages one time in the last year and maybe the same for the white pages. I just go to whitepages.com. It's so much quicker and I can actually read the name and number LOL

Gary,

Not for me. I keep them, maybe because I am stubborn and do not want to miss anything. Fact is that I might get one referral a year from them vs online which is several a month.

Gary - In my opinion, no. I know that I usually look for phone numbers online, so I assume that most other folks do, too... :)

Gary, I advertised in the yellow pages and the response is dismal. About 1-2 deals a year (maybe) and the demographic is over 60+ years of age. I will be very happy once my contract expires in April.

I would go with the yellow pages online. It seems like every one has a smart phone now!

I think the yellow pages are used by the same percentage of people who still read the newspaper.

I agree with the above comments, the book is going the way of the dinosaur. However, I do occasionally look up listings on my PC (The local phone Co. will send the book to you on disc by request, for free). Of course, I only use it for plumbers, electricians ,and the like. For Realtor services, I suspect everyone would turn to the internet first.

Gary ~ I never use mine. I look places up online or go to whitepages.com to get a phone number or address. I can see older people (like my Dad who is 71) still using it as he is not really into the computer, as opposed to my Mom who is pretty "with it" using the internet. We just got the really thick Business to Business delivered to the office at the "day job" and I told the mailman (as he had to wrestle it out of his bag) that they are such a waste of paper at this point. As an advertising format I haven't even given it a second thought.

Waste of otherwise good trees in my opinion----about as useful a corn cobs in place of toilet paper:)

What are the Yellow Pages?

Gary - in this Web 2.0 generation, I say it's "old school". Nowadays, people just "GOOGLE" everything. I can't remember the last time I used my yellow pages?? You made me think, and I couldn't remember.

Gary - interesting question. I'd like to read more responses on this as well. I don't advertise in yellow pages b/c I don't ever use one myself. Heck, I don't even have a home phone - just the cell. My guess is that it will be obsolete in the near future.

JL Boney - LOL. Yellow pages are the printed cousin of analog watches and "cash" money.

Waste of cash says me. I haven't picked up a phone book in years. KM

Gary...

I did up until about two years ago, but now it's all Internet. Sometimes, certain media become obsolete!

I haven't used the yellow pages in years. It is much easier to use the internet.

Hi Gary-While I wouldn't look for a realtor in the phonebook. I do look up some things with them and other things I use strictly online. The older generation still uses them but sometime in the future they very may be obsolete. Using them for real estate in my opinion would be a waste of money. :-)

Hi Gary ~ I do think the yellow pages are a good resource nowadays. Probablynot for real estate agencies but for other shops and service providers - absolutely. The web can be a completely lousy way to search for local shops and services. Large meaningless aggregators get top position or you could search and search and not come up with the good targeted list you'll find in the yellow pages entry. I don't always think to reach for it but after wasting time online with lousy search results I'm usually happy when I turn to the phonebook.

Liz

Hi, Gary--I live in a small community and know of very few who use the actual Yellow Pages. Seems everyone goes online to find a number these days.

Gary, yellow pages? What's that? I went through a tele book the other day and couldn't find a hair stylist!!!! Finally, I found them under "Beauty Shops". Geesh. Get with the times.

Later in the rain~Deb

PS, If I want Feng Shui.....I will just call Carole Provenzale....of course. ;-)

I think we may just not see the Yellow Pages (at all) in about ten years. Even maybe the hair stylists and plumbers will be even more readily out there on the Internet. The Internet is so much more up to date too. Your hair stylist will probably have their own blog too : )

Hi Gary, I always keep a small version in the car. I don't have internet in my car. My husband would rather use the phone book, than the Internet... and would probably find the number faster, too. I always start on the Internet--then look in the Book if I get frustrated. I'm not sure if the advertising dollars pay off ...but you definitely need to be listed!!

Hey Gary I think it all depends on the business. For real estate I don't see it. Personally, our area gets so many of those yellow/red books that I through them out as soon as I get one; they take up too much space.

Gary - never have, never will advertise in the Yellow Pages. My hairstylist does have a web site, though blogging is still some time away for them I think.

Gary,

Have you ever seen the sections on 'lawyers' and 'physicians'...!!! I agree, yellow pages is decreasing as Internet usage increases...!!! Thanks, Fran

I would have to say they are pretty worthless now. I wasted money on it in my first year of real estate.

No, no, no. The Internet is the way to go....

I still have a yellow pages. My husband uses it every so often to check some phone numbers. I only used classified advertising twice a year, a holiday greeting in December and an ad in October for the Oyster Bay Oyster Festival.

Well I can tell you from my most recent experience..........One year of advertising the largest yellow page yellow page listing for a realtor/or realestate company in our area.........And I didn't get a single lead! Hows that for $3500? bummer

Just had this debate in my office the other day. I can't say that the yellow pages is useless, but you MUST consider bang for the buck. With the gazillion pages in a yellow pages book, it doesn't even provide a real branding opportunity.

I honestly can't imagine a single person opening the yellow pages to find an agent.

If they aren't internet savvy, I would imagine they would call their friends for a referral. Maybe, just maybe a consumer might call information for the number of the local Weichert, Coldwell Banker or Keller Williams, etc. office or at best look in the yellow pages for that office number. No way they are looking in the yellow pages for a specific agent.

hi Gary, I don't pick up the Yellow Pages anymore when it's delivered. We get more accurate, up to date info on the web, even locally!

Gary the yellow pages still have a great use. I use them for a booster seat so I can see out the window of my Ginormous SUV. Kidding! They are a total waste of time and money.

Kent

Gary - When I need a phone number quick I just google the business.

My copy is dog eared (LOL). I use the Yellow Pages on and off line.

Hi Gary, I don't know the answer to the effectivness question but one of my past sellers just qualified and purchased and closed on a home in the mid 800's and he works in sales of yellow pages. True story. So I guess someone their are plenty of businesses that still think this is a value.

I think perhaps the life of ONE yellow page book might make it. I know it is a small percentage of folks that do not have internet, but still a large number. Seems we get a phone book from some company every month! Most hit the recycle bin.. You hate to see them go away...as it puts folks out of work. But, I think one Yellow Page book is enough! I don't think advertising in it pays off. If you have a phone, you automatically get a listing. I think the $$$ could be spent better on other advertising.

FEB

Gary,

I haven't given much thought to the Yellow Pages as a place to advertise. Maybe it is just me but I am not to sure it is the best way to spend your advertising dollars.

Are Yellow Pages Effective As Advertising Anymore? NO but they are great for starting camp fires...but the white pages are great for cold calling list...peace zane

Gary,

Haven't used the yellow pages in years. I don't even keep the books @ home. If I really needed one the office has one.

I don't like YP. Perhaps they still work in other areas but not mine.

Hi Gary:

ToulaRosebrock.com - Lacey Township Real Estate

Great post...I enjoyed reading the comments here..

Isn't that funny...as much as I use & depend on the computer, I still use the Yellow Pages for certain things and carry a small version in my vehicle for convenience.

I would be surprised in someone ever picked a Realtor this way. It is easier to get online and do a little research.

The only person I know who actually uses the phone book is my hubby. I do think they serve a purpose in hotel rooms/people from out of town.

never reallly thought about the fact there is an actaul cost to the yellow pages, maybe the time has passed for the big yellow book

I never use the Yellow Pages for anything. I can find whatever I need online. Plus, I don't want to be "sold" on a service provider. I want a referral from a customer. And that's what I get, especially from such great consumer sites as Angie's List.

It all comes down to the cost and as I haven't looked at the cost I wouldn't be able to tell you.

My intuition tells me that it is probably not worth it.

The only type of paper advertising I do is newsletters to my clients and direct response mail.

Gary,

Yellow page books are slowly becoming a thing of the past! I think I opened mine just once this year for a plumbing issue too! So I guess for plumbers...it may be worth while to spend on advertising! ;0)

Hi Gary, I really don't use the yellow pages for much of anything today. I also think it's becoming a thing of the past.

I do use the yellow pages, if I know exactly what I'm looking for. I use it most for restaraunts and menus to tell you the truth. You also have to realize that you posted the question on an internet forum, so the responses will be biased toward internet serches over the phone book. I believe that an ad in the yellow pages makes sense for an office, but not an individual agent. IMO

A few quick facts, before you decide that Yellow Pages are a thing of the past. The "Real Estate" heading gets over 60 million annual references, 76% of the users end up making a transaction, the demographics show that we capture 25-64 year olds who have a postgrad education with HH income of over $60Kand the return on investment (ROI) is $19 for every $1 invested in the print Yellow Pages. Sounds like a deal to me. Talk to your local YP provider and get the facts. Full disclosure, I work for the Yellow Pages Association.

This is a huge debate at my RE/MAX office where we pay for all advertising as a whole group. Such a huge expenditure is voted on by all but it's getting to be tough with the price tag. We have started tracking yellow page responses over the last few years and in my area it gets a return. Each phone number is assigned here & there so we can track it. Our secretaries always ask where a call is coming from also and write it down. Amazingly people are still using the stupid book. The cost is just RIDICULOUS! How many trees can be saved besides?

I use the Yellow Pages. www.yellowpages.com :)

FEB

I have not used them in a few years. The internet is just as quick and does not kill a million trees every year.

The INTERNET Rules. One day, I can hear my grand kids saying " what is a telephone book".

MAR

We now have four phone books in our area. Most of you reading this now cant' see (by instant search online), because they are in print in a book in my local area! It must be very lucrative if so many books are competing! Yes, yellow page companies are pushing some online ads or banners, but I have tried that and totally wasted my money. I have already cancelled one yellow page book, and plan on cancelling one more when it comes due in a month or two, and the other two established books will also be cancelled this fall, or at least substantially reduced from what I was doing. I have discussed this with my agents, and they are in agreement.

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Gary Woltal - Associate Broker REALTOR® Dallas Ft. Worth

Flower Mound, TX

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